Corpos em evidência: imagens de mulheres nas propagandas de cerveja.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

This study has as its objective, the symbolic gender violence. The investigation is turned to the analysis of the images and representations on the women shown by the TV media, particularly on what comes to the usage of the female body on the beer commercials. As symbolic gender violence here, we take [] All and every way that threats and or constrains physically or morally, having as its basis the social sexes organization, and that brought against certain individuals, implicit or explicitly, due to his/her sex condition or sexual orientation (SARDENBERG, 1998, p.01). The symbolic gender violence is about those moral constraints imposed by social gender representations, so, on what comes to masculine and feminine. The women (and by extension, her body − like this, divided) is present on the commercials to be consumed and so is the beer. From a feminist-anthropologic view, I realize the dominant discourse praxis shown by the media, reiterate traditional and dominant values about women, constituting a way of symbolic gender violence within the contemporary society.

ASSUNTO(S)

mídia gênero body gender imagem corpo ciências humanas cultura culture image media

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