A construÃÃo da identidade feminina em Veja




Considering the media as a cultural, political, economical and social institution in contemporary society, as well as the women movement emergence and the first feminine tendencies mainly in the western world during the 20th century, this work aims to diagnose how the actuality news media constructs the feminine identity. In order to do so, this dissertation choosed Veja magazine, a major Brazilian weekly news magazine, and it is based on three basic suppositions: (1) Veja portrays the woman as someone with exacerbated esthetical vanities, being depicted in a fashion or beauty context; (2) Veja rarely shows women in their professional activity area; (3) Veja, even when reporting news not focused on beauty-related subjects, uses linguistic resources to highlight fashion and beauty issues and minimizes non-related points. In order to check these suppositions, the specific objectives are: (1) categorize the most explored subjects related to feminine performance; (2) discursively analyze the women-related news in Veja; (3) identify how Veja uses linguistic resources to impose specific ideological attitudes in its editorial concept, which are fundamental to determine the kind of feminine identity constructed and projected by this magazine to the society. When it comes to the theoretical foundation, which is based on national and international writers, the several transformations experienced by women at all times are discussed, with an emphasis on the feminine projection and insertion in communication media. This requires the analysis of the feminine identity transformation and the so-called âthird womanâ in her ânew placeâ. Further, the linguistic usage as an essential resource to define and redefine ideological attitudes is discussed, highlighting media as the producer of hegemonic discusses. When it comes to methodology, the discuss analysis (DA) according to Norman Fairclough is used, specifically the ones related to vocabulary issues (word meaning, word creation, metaphor) to characterize the research corpus. This work includes womenrelated news reported by Veja between January and June 2005, which means 18 journalistic articles. These articles are divided into 4 different categories: Successful women; Vain women; Women in conflict; Transgressor women. The collected and discussed data confirm the initially enunciated suppositions. In a general way, it is evident that Veja preferentially places the feminine identity in a vanity and beauty context, giving to professionalism a minor role


identity gÃnero comunicacao identidade gender feminismo feminism

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