Orientador: Maria Filomena Gregori / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Filosofia e Ciências Humanas / Made available in DSpace on 2018-08-21T10:11:20Z (GMT). No. of bitstreams: 1 Feijao_GiovanaLopes_M.pdf: 16786391 bytes, checksum: 93781da69207d8b2f29603818fd22ea2 (MD5) Previous issue date: 2012 / Resumo: Essa dissertação tem início em outubro de 2004, quando trabalhei como assistente de pesquisa de Maria Filomena Gregori no Projeto Temático Gênero, Corporalidades do Centro de Estudos de Gênero (Pagu). O que essa pesquisa mostrou foi que, no Brasil, observa-se a difusão de um "erotismo politicamente correto" (GREGORI, 2010) pelo universo de produção, comercialização e consumo de bens eróticos, o mercado erótico. Erotismo que tem como características: O sexo/erotismo deslocado do seu sentido de transgressão e cada vez mais associado à fonte de prazer, saúde mental e corporal , em que uma vida sexual ativa se torna possível a todos os corpos e indivíduos, através do exercício e da domesticação desse corpo para o ato. Durante a pesquisa empírica realizada entre lojas e trabalhadores desse mercado erótico [pesquisa realizada de outubro de 2004 a dezembro de 2007], entrei em contato com um grande número de jornalistas e repórteres de revistas, que procuravam lojas de produtos eróticos para realizarem reportagens e matérias sobre sexo. Revistas como Nova, Marie Claire, Claúdia, Gloss. Essa circulação fez surgir a hipótese de que, talvez, extrapolando o mercado erótico, o erotismo politicamente correto também estaria sendo disseminado pelas revistas. Essas revistas poderiam ser vistas como manuais pedagógicos desse tipo de erotismo? Quais as especificidades ele receberia em suas páginas? O objetivo dessa dissertação é observar como e se ocorre a disseminação do erotismo politicamente correto nas páginas de duas revistas de circulação nacional Nova e Men's Health / Abstract: This dissertation begins in October 2004, when I worked as a research assistant on Thematic Project: Gender, corporeality of the Center for Gender Studies (Pagu.) What this research showed was that, in Brazil, there the diffusion of a "politically correct eroticism" (GREGORI, 201 O) in the universe of erotic market . Eroticism whose characteristics are: sex I eroticism displaced from their sense of transgression and increasingly more associated with the source of pleasure, mental health and body health. During the empirical research conducted between stores and employees of this erotic market [survey conducted from October 2004 to December 2007], I contacted a large number of journalists and reporters, making in this places articles about sex for magazines. This gave rise to the hypothesis that perhaps extrapolating the erotic market, the "politically correct eroticism" also is being disseminated by magazines. These magazines could be viewed as manuais of this kind of eroticism? The objective of this dissertation is to observe how and if occurs the spread of "eroticism politically correct" on the pages of two magazines Nova and Men's Health / Mestrado / Antropologia Social / Mestra em Antropologia Social

This study examines the production of masculinity in the advertisements of South Africa’s two most popular men’s lifestyle magazines, FHM and Men’s Health. I specifically focus on advertisements, as I argue that they play a crucial role in the re‐production of prominent discursive formations. Informed by a poststructuralist framework this study adopts Foucault’s notions of discourse, power and the constitution of the subject. Gender is conceived of within power relations, with a hierarchical relationship between masculinities and femininities. The gendered subject is also viewed as being constantly in process and being constructed performatively through material forms of practice. Focusing on group representations to establish gender hierarchies, I argue that these representations of people are performative acts, hailing the subjects who view them and producing reality through discourse. Hegemonic masculinity, which is argued to be prominent in advertising, is located at the highest point in the gender hierarchy. However, there is not one universal hegemonic masculinity, for it can vary across three discrete political contexts: the local, which is constructed in the immediate face‐to‐face interactions of families, organisations and social structures; the regional, which is constructed at the level of culture or the nation state; and the global, which is constructed in supra‐national locations. In the advertisements of FHM and Men’s Health there is interplay between the latter two as global and regional brands both advertise in these magazines. To investigate the portrayal of masculinities in these publications, this study first undertakes a content analysis to survey the “general landscape” of representation in the advertisements and then performs a critical discourse analysis to uncover “thick description” of the production of masculinity. The content analysis, finds that the advertisements in the sample validate both white and heterosexual forms of masculinity. The sample is comprised mostly of white males, white females and black males, generally proposing forms of hegemonic masculinity, emphasised femininity and complicit masculinity respectively. The representation of white males and black males is different both in terms of the frequency of representations and in the types of representations. I argued that a certain tension inhabits the resulting representations, which try to be inclusive of a multi‐racial South Africa, yet do so within a clearly hierarchical structure. An in‐depth analysis of eight texts, informed by Fairclough’s model of critical discourse analysis and Kress & van Leeuwen’s framework for visual analysis, finds similar results to the content analysis while providing insight into how various discourses produced the representations, particularly within non‐narrative advertisements.