SciELO - Scientific Electronic Library Online

 
vol.8 número2New Demands on Editorial Leadership: Perceived Changes in Swedish Newspaper ManagementLa construcción televisiva de la deliberación política: Análisis comparativo de programas informativos y de infotainment índice de autoresíndice de assuntospesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Journal

Artigo

Indicadores

Links relacionados

  • Não possue artigos similaresSimilares em SciELO

Compartilhar


Observatorio (OBS*)

versão On-line ISSN 1646-5954

Resumo

COELHO, Zara Pinto  e  MOTA-RIBEIRO, Silvana. Discourses of Heterosexuality in Women's Magazines' ads: Visual Realizations and their Ideological Underpinnings. OBS* [online]. 2014, vol.8, n.2, pp.17-43. ISSN 1646-5954.

This article aims to identify the discourses articulated in images of heterosexual ads published in women's magazines and their ideological underpinnings. It explores how heterosexuality is represented at a visual level, and examines the notions of femininity and masculinity, gender and sexuality that are constructed by the ads and the way they are intertwined. The main structures of the images are analysed within the framework of social semiotics, and from a critical feminist point of view. The analysis of hetero ads reveals the presence of heteronormative gender discourses and conventional representations of the hetero couple, as well as the presence of more 'permissive' discourses and representations concerning female sexuality. However, although some ads might slightly 'flirt' with female sexual transgression, this is done in a way that does not threat dominant conceptions of feminine heterosexuality. In conclusion, hetero ads still reinforce conventional heteronormative expectations regarding the relationship between sexuality and gender.

Palavras-chave : feminine heterosexuality discourses; gender discourses; visual social semiotics; advertising images; women's magazines; interweaving of gender and (hetero)sexuality.

        · texto em Inglês     · Inglês ( pdf )

 

Creative Commons License Todo o conteúdo deste periódico, exceto onde está identificado, está licenciado sob uma Licença Creative Commons