Ideais de mulher: estética, visão de corpo e relações afetivo-sexuais veiculados pela mídia escrita em revistas direcionadas ao público jovem no contexto brasileiro / Ideals of woman: Aesthetic, body image and affective-sexual relationships published in printed media to youth magazines in Brazilian contex
AUTOR(ES)
Daniela Barsotti Santos
DATA DE PUBLICAÇÃO
2006
RESUMO
The media plays an important role in the production and reproduction of symbolic contents for all the society, changing the relations of communication and making new meanings possible for people in their identity constitution. The media appropriates symbolic repertoires that are flowing in the society, reproduces or modifies them, and returns them to the society that will interpret them again. Since young people are in important phase of identity formation, studying medias underlying ideologies aimed at young people is important. Our objective was to analyze how the woman ideals are publicized by the youth magazines Capricho and Todateen, considering aesthetic standards; image of the ideal body and desirable behaviors in the affectivesexual relationships. This was a qualitative study, based on a social epistemology using Joan W. Scotts gender approach. We identified four groups for analysis, considering the following thematics: 1 - Sexuality: kissing and making out, in other words, caressing somebody as an expression of sexual desire without engaging in sexual intercourse, named amasso; sexual pratices; and the beginning of the sexual life. 2- Affective Relationship: dating, ficar, rolo, and the emotional reaction to affective relationships. 3 - Selection and seduction of the partner: models of procedures, techniques and step by step manuals on which behaviors to adopt to seduce the affective-sexual partner; the selection of the partner, desirable attributes for a girl who expects to seduce a partner. 4 Aesthetic ideals: ideal standards of aesthetic beauty and both the youngs image of his or her own physical appearance and self-esteem related to the satisfaction with his or her own body. We consider that the contents of Capricho and Todateen magazines show more than one ideal of woman. In other words, the magazines approach to being a woman and femininity are diverse and it sometimes displays disparities. One common point to be highlighted in this study is that while the approach of the selected material displays various attributes of femininity and ideals of woman, only one ideal of man and masculinity is presented. Therefore, we observe an ideal of woman and man whose relationship is dichotomist, biological and essentialist. On the other hand, there is the other ideal of woman whose self-knowledge and self-esteem are valued and desired in a more egalitarian gender relationship.
ASSUNTO(S)
adolescence gênero ideals of woman mídia em massa gender mass media iieais de mulher adolescência
