Banca de DEFESA: ISAQUE DO NASCIMENTO CABRERA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ISAQUE DO NASCIMENTO CABRERA
DATE: 24/03/2023
TIME: 15:00
LOCAL: meet.google.com/siy-kqhg-bis
TITLE:

ACQUIRED MASCULINITIES:

ANALYSIS OF ADVERTISING SPEECH AND ITS SOLUTIONS FOR TOXIC MASCULINITY PROBLEMS

KEY WORDS:

Toxic masculinity; Advertising; Media; Discourses; Gender.

PAGES: 91
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
SUMMARY:

The questions raised about the arbitrary masculine power raised the discussion about a supposed masculine crisis, which brings with it the debate about Toxic Masculinity, as patterns of behavior with negative consequences for the whole society. Recently, the debate on Toxic Masculinity gained media space, including in the field of advertising discourses, which, due to market demands, point to the need to transform contemporary masculinities as a solution to the problems of the male gender. Based on this perspective, in this work we carried out a discourse analysis from a Foucaultian perspective, having as the corpus of the analysis three advertising videos of hygiene products aimed at the male audience. The results indicate that advertising seeks to suggest a model of flexible masculinity, associated with characteristics considered feminine and free to consume aesthetic products and services without having their masculine identity questioned. Thus, advertising subverts masculinity, reconfigures male identities and re-appropriates the hegemonic system.

 

COMMITTEE MEMBERS:
Presidente - 3943432 - JOSENILDO SOARES BEZERRA
Interna - 1912232 - LIVIA CIRNE DE AZEVEDO PEREIRA
Externo à Instituição - DAIANY FERREIRA DANTAS