Banca de DEFESA: PATRICIA DE SOUZA NUNES

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : PATRICIA DE SOUZA NUNES
DATA : 02/05/2019
HORA: 14:30
LOCAL: A definir
TÍTULO:

WHITE, THIN, SENSUAL, PASSIVE AND PROFESSIONAL: WOMEN OBJECTIFIED IN OUTDOORS IN NATAL-RN

PALAVRAS-CHAVES:

Advertising. Outdoor. Gender. Woman. Body.

PÁGINAS: 142
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
RESUMO:

The media plays a role of conforming many images that are socialized among individuals, overestimating certain aesthetic standards and contributing to the massive diffusion of body models to be achieved. The feminine body does not escape these logics of consumption, it is publicized like product appendix, attractor of the glances of the observers. The imagetic representation of the female gender in urban advertising in Natal (Rio Grande do Norte) through billboards is part of this perspective. I have observed the broadcasts on six of the city's main avenues, having as fundamental interlocutors scholars who discuss media phenomena in their semiotic, historical and cultural dimensions - such as Baitello Junior (2014), Guimarães (2004) and Flusser (2008); the analytical resources of semiotics and image - such as Dondis (1997), Perez (2016) and Joly (1996); gender issues and the construction of the feminine - such as Beauvoir (2016), Butler (2017), Scott (1995) and Bourdieu (2017); the body as media, as language that uses the body as a sign - as Santaella (2004), Sant'Ana (2001), Campello (1995) and Rector (1990); the publicity as a diffuser of ideologized representations and social stereotypes, studies on the consumption society - such as Lessa (2005), Mota-Ribeiro (2005), Januário (2016), Bauman (2008), Baudrillard (2010), Lipovetsky , Berger (1972), Goffman (1987) and Carvalho (2000). As a result of the research, I conclude that Natal billboard advertising builds a stereotyped pattern of how women and the female body should be represented. This pattern is manifested in seven categories: i) subordinate body; ii) observant and observed body; iii) body in movement; IV) professional body; v) hierarchical body; vi) body in contact with another; vii) beautiful and erotic body. I conclude that  the woman’s image continues to be more explored than the man by the Natal publicity; the standards that remain are of thin bodies with measures unattainable by most women anddo not contemplate them;  there was little representation of minorities (black and old women) and none representation of women with any physical disability;  the market sector that uses women the most in  its ads is  education;  majority of the proposed categories represent the independent woman and associated  to public life, but also assuming roles that are culturally destined to her, such as marriage; that women appear, generally, smiling, looking at the observer, passive and dressed, but inviting to the reading of their bodies as objects of desire; that the feminine body is hegemonically presented on the public scene according to the aesthetic standards of subalternity and objectification.

MEMBROS DA BANCA:
Presidente - 6348127 - JOSIMEY COSTA DA SILVA
Interna - 1460107 - KENIA BEATRIZ FERREIRA MAIA
Externo à Instituição - FREDERICO AUGUSTO TAVARES JÚNIOR - UFRJ