Por saias a causas justas: feminismo, comunicação e consumo na Marcha das Vadias

• Ano de defesa: 2014
• Autor(a) principal: Batista, Beatriz Beraldo
• Orientador(a): Rocha, Rosamaria Luiza de Melo
• Banca de defesa: Nunes, Mônica Rebecca Ferrari , Pereira, Claudia
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: comunicação; consumo; juventudes; ativismos feministas; marchas
• Palavras-chave em Inglês: communication; consumption; youths; feminist activism; marches
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/133

This dissertation, inserted in the debate that articulates feminism, the consumer society and media agenda, analyzes contexts and communicative actions that confront hegemonic representations of women and femininity in contemporary times. To do so, we delineated as object of analysis the Marcha das Vadias (Slut Walk Brazil). It was understood that this research object represents a new configuration of the feminism, and share common grammar to other political movements of the current youth scene, understanding these youths as expressions of the spirit of the time and as potential catalysts for behavioral changes. The research, based on multimethodological investigation, includes bibliographic, documental and empirical studies. As main theoretical contributions we have Edgar Morin, Everardo Rocha, Norval Baitello, Rose de Melo Rocha among many other theorists who think the interface between communication, media pictures and consumption practices. The analysis uses two corpora previously selected: i) an ethnographic character, that corresponds to the material collected through field research, ii) and other iconographic comprising the photos, posts and other texts published online (emails/ blog /Facebook ), all elements that make up the public image of the activists. Articulating the steps we propose a reflection on concepts and representations of women and feminism mobilized by the Marcha das Vadias SP . From this reflection, we launched some hypotheses about the connection between these experiences and the overall scenario in contemporary feminist practices, strongly demarcated by the union between the cultures of consumption and media universe.