Made available in DSpace on 2017-07-10T17:55:31Z (GMT). No. of bitstreams: 1 Patricia_Carla_Mucelin_Parte 1.pdf: 5532802 bytes, checksum: 17594a2ea26331b8002f91ba1866d8db (MD5) Previous issue date: 2013-10-02 / This research has as it s source and object the New Cosmopolitan and Playboy Magazines from 1970s. Sought to analysis through a qualitative study of the Nova's and Playboy's speeches about beauty, sensuality, sexuality and behavior to understand how these two magazines gave meaning to gender identities. The discourse analysis was performed based on the categories gender and identities, to understand how were build the masculine and feminine identities and how the power relationships between genders has occurred, noticeable in the Articles, covers and summaries of the two magazines. The Nova Cosmopolitan s writing to single women who were entering into the labor market, therefore the magazine sought to show that maintain a lasting relationship with a steady partner and build a carrier were synonymous of achievement, and both, taught how women should take care of the beauty and follow conduct rules in their relationships. The Playboy turned to single men that seek pleasure as a lifestyle, showed in it s columns information about sex and relationships and how men could turn around their insecurities to conquer women. The sensuality was the most valued characteristic by both magazines, to constitute the idealized images of feminine and masculine body / Esta pesquisa tem como fonte e objeto as revistas Nova Cosmopolitan e Playboy da década de 1970. Procurou-se analisar através de um estudo qualitativo os discursos da Nova e da Playboy sobre beleza, sensualidade, sexualidade e comportamento para se compreender como essas duas revistas davam significado às identidades de gênero. As análises de discurso foram realizadas com base nas categorias gênero e identidades, para se compreender como foram construídas as identidades masculinas e femininas e como ocorreram as relações de poder entre os gêneros, perceptíveis nos artigos, capas e sumários das duas revistas. A Nova Cosmopolitan escrevia para mulheres que estavam ingressando no mercado de trabalho, e que fossem solteiras, portanto a revista procurava mostrar que manter um relacionamento duradouro com um parceiro fixo e construir uma carreira sólida eram sinônimos de realização, e para tanto, ensinava como as mulheres deviam cuidar da beleza e manter uma conduta determinada em seus relacionamentos. A Playboy que se voltava aos homens solteiros, que procuravam o prazer como estilo de vida, mostrava nas suas colunas informações sobre sexo e relacionamentos e como os homens podiam driblar suas inseguranças para conquistar as mulheres. A sensualidade era a característica valorizada por ambas as revistas, ao constituírem as imagens idealizadas do corpo feminino e masculino

"Cold War Playboys: Models of Masculinity in the Literature of Playboy" emphasizes the literary voices that emerged in response to the Cold War's redefinitions of space and sexuality and, thus, adds to the growing national discourse of Cold War literary and masculinity studies. I argue that the literature Playboy includes has always been a necessary feature to creating its masculinity model; however, that very literature often destabilizes the magazine's grand narrative because it presents readers with alternative models of masculinity. To make that argument, I presume five things: 1) masculinity, like femininity, is a construct; 2) the mid-century masculinity crisis should be attributed to redefinitions of space and sexuality; 3) the crisis generated a variety of masculinity models; 4) Playboy presents its own, unified model of masculinity through its editorial features; and 5) finally, that Playboy should be considered an early Cold War artifact because the space Playboy magazine represents, dually domestic and privatized, is hardly trivial--decade after decade, it has absorbed society's shifts and reflected them back to readers. Citing biographical, historical, critical, and textual evidence, I consider how the literature of Playboy magazine responds to the construction of Cold War discourses regarding sexuality and space. In particular, I examine how Playboy contributions from Jack Kerouac, Vladimir Nabokov, and James Baldwin detail models of masculinity informed by Cold War culture. Playboy's emphasis was obviously Playmates, but fiction always appeared in its pages. As its largest component, fiction became the backbone of Playboy. Therefore, Hefner's educated, sexual male identity included, and still includes, reading a wide array of literature--from Ian Fleming to Ursula le Guin. "Cold War Playboys" asks: How did literature gain primacy in Hefner's ideal male identity? What purposes does reading this literature serve when appealing to a particular masculinity? Answering these questions allows me to explore how one mass-produced magazine and specific literary figures participated in and resisted the construction of Cold War discourses regarding space and sexuality.