Mulher, cultura e representação na publicidade: a identidade cultural da mulher gaúcha pós-moderna a partir do Anuário das Senhoras
Data
2019-01-11
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Resumo
Este estudo parte de uma observação empírica da alteração de matriz identitária e
representacional das jovens gaúchas contemporâneas, que vem a assumir cada vez mais uma
postura contrária aos valores e sistemas do fluxo da circulação cultural estabelecidos durante a
modernidade. Surgiu, então, a necessidade de compreender o que ainda perdura dos padrões
representacionais femininos, culturalmente formatados pelas gerações anteriores na
representação utilizada e aceite pelas mulheres gaúchas da contemporaneidade. Estabeleceu-se
como base representacional da mulher brasileira moderna a que aparece nos anúncios
publicitários d’O Anuário das Senhoras.
Noutro domínio, foram as mulheres gaúchas pós-modernas/contemporâneas inquiridas
de modo a poder sistematizar um perfil identitário específico que permita responder à questão
inicial deste trabalho: Qual a relação existente entre a identidade cultural da mulher gaúcha pósmoderna e a representação da mulher presente nos anúncios publicitários, das edições de 1949-
1954 da publicação Anuário das Senhoras? A discussão teórica estabeleceu-se a partir de três
pontos fulcrais: cultura, mulher e comunicação publicitária na imprensa feminina com recurso
a autores como Cuche (1999), Woodward (2009), Butler (2013), Fujisawa (2006), Miguel e
Rial (2016), Sant’Anna (2016), Arend (2016), Scott (2016), Buitoni (2009) e Pinsky (2016).
Para além das componentes teóricas, este trabalho estabelece os seguintes objetivos:
identificar a representação cultural da mulher brasileira moderna nas comunicações
publicitárias em cada uma das categorias de produtos e serviços anunciados nas edições, a partir
do estabelecimento da relação texto-imagem; contrastar as representações culturais da mulher
brasileira moderna presentes nos anúncios analisados com os padrões estabelecidos por Buitoni
(2009) e Pinsky (2016); comparar os cotidianos delimitados pelos modos de fazer femininos
veiculados nos anúncios e os modos de fazer indicados pelas mulheres gaúchas contemporâneas
participantes do inquérito; verificar o nível de identificação das respondentes em relação às
mulheres representadas nos anúncios disponibilizados via questionário; relacionar os perfis
apresentados pelas respondentes e o das mulheres representadas nos anúncios; identificar e
sistematizar os traços gerais e geracionais da identidade cultural da mulher gaúcha pósmoderna/contemporânea, baseados nas mulheres gaúchas participantes do inquérito.
A base metodológica utilizada materializa-se numa triangulação que combina a análise
semiótica dos anúncios publicitários veiculados nas edições estudadas, inspirada em Roland
Barthes (1990), Silva (2001) e Souza e Santarelli (2008); a análise de conteúdo dos anúncios e
nas respostas das mulheres gaúchas, inspirada na análise temática proposta em Bardin (2015);
e na utilização de inquérito via questionário realizado a um conjunto de mulheres
contemporâneas.
This study is based on an empirical observation of the alteration of the identity and representational matrix of contemporary young women (gaúchas) from Rio Grande do Sul, Brasil, which is increasingly taking a stance contrary to the values and systems of the flow of cultural movement established during modernity. The need arose to understand what still remains of the feminine representational patterns, culturally shaped by previous generations in the representation used and accepted by the gaúchas nowadays. The women that appear in the advertisements of Anuário das Senhoras were established as the representational base of the modern Brazilian woman. In another area, postmodern/contemporary gaúcho women were asked to systematize a specific identity profile that would answer the initial question of this work: What is the relation between the cultural identity of postmodern gaúcho women and the representation of women present in advertisements, from the 1949-1954 editions of the publication Anuário das Senhoras? The theoretical discussion was based on three main points: culture, women and advertising in the women's press using authors like Cuche (1999), Woodward (2009), Butler (2013), Fujisawa (2006), Miguel and Rial (2016), Sant'Anna (2016), Arend (2016), Scott (2016), Buitoni (2009) and Pinsky (2016). In addition to the theoretical components, this work establishes the following objectives: to identify the cultural representation of modern Brazilian women in advertising in each of the categories of products and services announced in the editions, based on the establishment of the text-image relationship; contrast the cultural representations of the modern Brazilian woman present in the ads analyzed according to the standards established by Buitoni (2009) and Pinsky (2016); compare the daily life delimited by the feminine ways of doing in the ads and the ways of doing indicated by the contemporary gaúcho women participating in the survey; verify the level of identification of the respondents in relation to the women represented in the advertisements made available through the questionnaire; relate the profiles presented by the respondents and the profiles of the women represented in the advertisements; identify and systematize the general and generational traits of the contemporary gaúcho women's cultural identity, based on the gaucho women participating in the survey. The methodological basis used is a triangulation that combines the semiotic analysis of the advertisements published in the studied editions, inspired by Barthes (1990), Silva (2001) and Souza and Santarelli (2008); the content analysis of the advertisements and the answers of the gaúcho women, inspired by the thematic analysis proposed in Bardin (2015); and the use of a questionnaire survey of a group of contemporary gaúcho women.
This study is based on an empirical observation of the alteration of the identity and representational matrix of contemporary young women (gaúchas) from Rio Grande do Sul, Brasil, which is increasingly taking a stance contrary to the values and systems of the flow of cultural movement established during modernity. The need arose to understand what still remains of the feminine representational patterns, culturally shaped by previous generations in the representation used and accepted by the gaúchas nowadays. The women that appear in the advertisements of Anuário das Senhoras were established as the representational base of the modern Brazilian woman. In another area, postmodern/contemporary gaúcho women were asked to systematize a specific identity profile that would answer the initial question of this work: What is the relation between the cultural identity of postmodern gaúcho women and the representation of women present in advertisements, from the 1949-1954 editions of the publication Anuário das Senhoras? The theoretical discussion was based on three main points: culture, women and advertising in the women's press using authors like Cuche (1999), Woodward (2009), Butler (2013), Fujisawa (2006), Miguel and Rial (2016), Sant'Anna (2016), Arend (2016), Scott (2016), Buitoni (2009) and Pinsky (2016). In addition to the theoretical components, this work establishes the following objectives: to identify the cultural representation of modern Brazilian women in advertising in each of the categories of products and services announced in the editions, based on the establishment of the text-image relationship; contrast the cultural representations of the modern Brazilian woman present in the ads analyzed according to the standards established by Buitoni (2009) and Pinsky (2016); compare the daily life delimited by the feminine ways of doing in the ads and the ways of doing indicated by the contemporary gaúcho women participating in the survey; verify the level of identification of the respondents in relation to the women represented in the advertisements made available through the questionnaire; relate the profiles presented by the respondents and the profiles of the women represented in the advertisements; identify and systematize the general and generational traits of the contemporary gaúcho women's cultural identity, based on the gaucho women participating in the survey. The methodological basis used is a triangulation that combines the semiotic analysis of the advertisements published in the studied editions, inspired by Barthes (1990), Silva (2001) and Souza and Santarelli (2008); the content analysis of the advertisements and the answers of the gaúcho women, inspired by the thematic analysis proposed in Bardin (2015); and the use of a questionnaire survey of a group of contemporary gaúcho women.
Descrição
Tese de Doutoramento em Ciências da Cultura apresentada à Universidade de Trás-os-Montes e Alto Douro
Palavras-chave
Cultura , Comunicação , Publicidade , Representação Cultural , Identidade Cultural , Mulher Gaúcha , Anuário das Senhoras