Theoretical part of this thesis is about women's magazines in the Czechoslovakia and in the Czech republic. The introductory chapters are about its characteristics, division and historical development. It describes current state in the Czech magazine's market, stratification of women's magazines, it also describes broadly media influence and apply these theoretical knowledge to women's magazines. The important chapter is chapter Media and Gender, which explains the term gender, compares men's and women's magazines and presents criticism of women's magazines from gender point of view. Methodological part is insight into the choice of method and choice of samples. This part contains also basic characteristic of reasearched magazines. Research part describes the representation of successful woman according to women's magazines, what is the difference in each magazine and it also shows the changes of view of successful woman in reserched period.

<p>The intention of this study is to find out how the female celebrity is portrayed in women’s magazines directed at women of different age groups. The magazines that I have chosen to analyse are Frida, Veckorevyn and Damernas Värld. My aim is to find out what kind of celebrity appears in the magazines in terms of occupation and topics in the articles. Furthermore, the aim is also to determine whether the celebrity is portrayed in a different or similar way depending on the target group. This thesis is done from a gender perspective in order to elucidate what distinguishes the celebrity in the context of the celebrity being female. The frameworks of theories are the following: culture theory, ideology, stereotypes, homo-sociality and connotation and denotation. The methods used to analyse the texts were content analysis and qualitative discourse analysis. Since images of the female celebrities have also been of importance, I have used the method of semiotics for picture analysis. I discovered that there are both differences and similarities in how the female celebrity is portrayed, in relation to different age categories. It appears there are more types of women celebrities in Damernas Värld in-comparison to Frida and Veckorevyn, as not only do the celebrities in Damernas Värld have more varied occupations, they also engage in more topics in their interviews. I found that the celebrity woman is not always portrayed in exactly the same light. However, I could identify the average woman which appears most frequently in all the magazines. The portrayal of the celebrity woman is usually built on contrasts and stereotypes. The occupation is typically an actress or a singer; she is usually white, heterosexual and rich. Her traits are typically being tough and independent, yet in conjunction considerate and friendly. She is also glamorous but ordinary, sexy but sweet. The underlying preconceptions of femininity are never challenged by the journalist’s way of portraying the celebrities.</p>

The intention of this study is to find out how the female celebrity is portrayed in women’s magazines directed at women of different age groups. The magazines that I have chosen to analyse are Frida, Veckorevyn and Damernas Värld. My aim is to find out what kind of celebrity appears in the magazines in terms of occupation and topics in the articles. Furthermore, the aim is also to determine whether the celebrity is portrayed in a different or similar way depending on the target group. This thesis is done from a gender perspective in order to elucidate what distinguishes the celebrity in the context of the celebrity being female. The frameworks of theories are the following: culture theory, ideology, stereotypes, homo-sociality and connotation and denotation. The methods used to analyse the texts were content analysis and qualitative discourse analysis. Since images of the female celebrities have also been of importance, I have used the method of semiotics for picture analysis. I discovered that there are both differences and similarities in how the female celebrity is portrayed, in relation to different age categories. It appears there are more types of women celebrities in Damernas Värld in-comparison to Frida and Veckorevyn, as not only do the celebrities in Damernas Värld have more varied occupations, they also engage in more topics in their interviews. I found that the celebrity woman is not always portrayed in exactly the same light. However, I could identify the average woman which appears most frequently in all the magazines. The portrayal of the celebrity woman is usually built on contrasts and stereotypes. The occupation is typically an actress or a singer; she is usually white, heterosexual and rich. Her traits are typically being tough and independent, yet in conjunction considerate and friendly. She is also glamorous but ordinary, sexy but sweet. The underlying preconceptions of femininity are never challenged by the journalist’s way of portraying the celebrities.

Made available in DSpace on 2016-10-13T14:10:28Z (GMT). No. of bitstreams: 1 Renata Presa Hermann.pdf: 4050843 bytes, checksum: ae3f4c08f4babb4bdb119c2d4d7270e6 (MD5) Previous issue date: 2016-03-22 / In the group of interdisciplinary studies that characterize the field of Communication, this research analyzed the enunciation present on the covers of women s magazines CLAUDIA and TPM, starting from the following question: how are the communication and consumption strategies mobilized in the biopolitical calling discourse of the aforementioned magazines? We assume the following premises to develop an observation on the production dynamics of the biopolitical calling discourse and their relations with consumption practices: 1) the devices of control that were, originally, present in State institutions, are in contemporaneity inserted also in media discourses; and 2) the productions of sense created by media discourse of biopolitical calling in the analyzed magazines, reflect discourses of truth that are inserted in a logic proper to a discursive formation with specific conditions for production. The notion of biopolitics permeates our observation, dialoguing with paradigms of communication and consumption to map the biopolitical callings of the corpora, to identify the lifestyle that is promoted in the context of consumption, and to problematize the social production of senses created through the discourses of biopolitical calling in the articulation between communication and consumption. This is a transdisciplinary research that works with theoretical paradigms of communication, consumption, philosophy, discourse analysis and studies of the body. Authors like Prado, Hoff, Sibilia, Bruno and Silverstone serve as grounds for our observation on media callings; Canclini, Douglas&Isherwood and Rocha aid us in notions about consumption; Brandão and Orlandi guide us in the concepts of understanding about discourse in the ADF, from Pêcheux, and theory of discourse, from Foucault; finally, Foucault also serves as base for our research with his studies on production of power and knowledge about the bodies of individuals and populations, applying the concept of biopolitics. With the mapping of verbal and non-verbal texts, the identification of biopolitical callings that are present in the corpora and the categorization of these (imperative of happiness; need for continual improvement; a beautiful and healthy body; questioning of the status quo), we use the following analysis keys to problematize the social production of senses promoted by the analyses magazines: said and unsaid, conditions of production and positivity. We identify that CLAUDIA and TPM mobilize strategies of communication and consumption to produce discourses of biopolitical calling, yet the formats and strategies used are different in each one, as are the contracts of communication and the way of questioning their readers. The callings of CLAUDIA emphasize self-caring on an individual context, the contract of communication paints a woman that requires guidance, and the textual strategies use mainly the conative function of language. In turn, the callings by TPM go beyond selfcaring and question its readers for the management of life on a social context. Both ways of calling, besides their differences, press on the subject responsibility over their body, both in what refers to beauty care as well as health and productivity, which, in the dynamic of contemporary capitalism, is identified as a way, even if controlled, of power of the subject over their own body. / No conjunto dos estudos interdisciplinares que caracterizam o campo da Comunicação, esta pesquisa analisou os enunciados presentes nas capas das revistas femininas CLAUDIA e TPM, a partir da seguinte questão-problema: como são mobilizadas as estratégias de comunicação e consumo nos discursos de convocação biopolítica das revistas mencionadas? Partimos das seguintes premissas para desenvolver uma reflexão sobre as dinâmicas de produção dos discursos de convocação biopolítica e suas relações com as práticas de consumo: 1) os dispositivos de controle que, originalmente, estavam presentes nas instituições de Estado, na contemporaneidade encontram-se inseridos também nos discursos midiáticos; e 2) as produções de sentido geradas pelos discursos midiáticos de convocação biopolítica das revistas estudadas refletem discursos de verdade que se inserem em lógicas próprias de uma formação discursiva com condições de produção específicas. A noção de biopolítica permeará nossa reflexão, dialogando com paradigmas da comunicação e do consumo para mapear as convocações biopolíticas dos corpora, identificar o estilo de vida promovido no âmbito do consumo e problematizar a produção social de sentidos gerada por meio dos discursos de convocação biopolítica na articulação comunicação e consumo. Trata-se de uma pesquisa transdisciplinar, que trabalha com paradigmas teóricos da comunicação, do consumo, da filosofia, da análise do discurso e dos estudos do corpo. Autores como Prado, Hoff, Sibilia, Bruno e Silverstone fundamentam nossa reflexão sobre as convocações midiáticas; Canclini, Douglas & Isherwood e Rocha nos auxiliam nas noções sobre consumo; Brandão e Orlandi nos guiam nos conceitos acerca do entendimento sobre discurso na ADF, de Pêcheux, e teoria do discurso, de Foucault; por fim, Foucault também embasa nossa pesquisa com seus estudos acerca da produção de poder e saber sobre o corpo de indivíduos e populações, a partir do conceito de biopolítica. Com o mapeamento dos textos verbais e não verbais, a identificação das convocações biopolíticas presentes nos corpora e a categorização destas (imperativo da felicidade; necessidade de melhoria contínua; corpo belo e saudável; questionamento do status quo), utilizamos as seguintes chaves de análise para problematizar a produção social de sentidos promovida pelas publicações: dito e não dito, condições de produção e positividade. Identificamos que CLAUDIA e TPM mobilizam estratégias de comunicação e consumo para produzir discursos de convocação biopolítica, porém os formatos e estratégias utilizadas são diferentes em cada publicação, assim como os contratos de comunicação e as formas de interpelar suas leitoras. As convocações da revista CLAUDIA enfatizam o cuidado de si no âmbito individual, o contrato de comunicação concebe uma mulher que precisa ser guiada, e as estratégias textuais utilizam predominantemente a função conativa da linguagem. Por sua vez, as convocações da TPM vão além do cuidado de si e interpelam a leitora para a gestão da vida no âmbito social. Os dois modos de convocação, apesar das diferenças, imputam ao sujeito a responsabilidade sobre seu corpo, tanto no que se refere aos cuidados acerca da beleza quanto da saúde e da produtividade, o que, na dinâmica do capitalismo contemporâneo, identificamos como uma forma, mesmo que controlada, de poder do sujeito sobre o próprio corpo.

Made available in DSpace on 2016-04-26T18:15:10Z (GMT). No. of bitstreams: 1 Carolina Cerqueira Lobo.pdf: 6963518 bytes, checksum: 411752e01a6f9f06225e8a545490acd6 (MD5) Previous issue date: 2015-06-26 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / This research investigates how the enunciators of women s magazines deal with the discourses that aim to balance work hours and the possibility of giving up work to have a home life. Our goal is to understand the tension between home life and work in the feminine universe, as well as between the established roles: mother, wife and home queen versus the well succeeded professional. Also this research aimed to unveil the communication contracts between enunciator (magazine) and enunciatee (projected woman reader) and how the magazines convene the permanence or abandonment of the labor market. Our thesis is that the movement of quitting paid jobs promotes a displacement in the hegemonic discourse, bringing up the naturalization of the double working hours: paid employment x caring for home and family (care), which brings care out from invisibility, exposing that the labor market is not as receptive to women as it is thought to be. In order to accomplish this analysis, three monthly magazines directed to the feminine public of different publishing houses were chosen: Cláudia, from Abril; Marie Claire, from Globo e TPM, from Trip. The editions comprise the period from January 2012 to December 2014. This research involves the intersection of two knowledge fields: discourse and feminism. As methodological and theoretical basis the discoursive analysis theories by Ernesto Laclau and Zizek were adopted. On feminism, access to the history of the movement was achieved through Christopher Lasch e Michelle Perrot and also feminism theorists as Donna Willshire, Betty Friedan, Nancy Fraser, Susan Faludi e Ynestra King, among others. To discuss work relations, care theorists such as Eileen Boris and Helena Hirata; Foucault provided support to study Biopolitics / Esta pesquisa investiga como as enunciadoras das revistas femininas estão lidando com os discursos que visam equilibrar a jornada de trabalho e a possibilidade de abandoná-lo em função da dedicação ao lar. Nosso objetivo é compreender a tensão entre lar e trabalho no universo feminino, bem como entre os papéis estabelecidos: mãe, esposa e rainha do lar versus a mulher bem sucedida profissionalmente. Buscamos desvendar os contratos de comunicação entre enunciador (revista) e enunciatária (leitora projetada) e como as revistas constroem a convocação para a permanência ou abandono do mercado de trabalho. Nossa tese é de que o movimento do abandono do mercado de trabalho remunerado promove um deslocamento no discurso hegemônico, trazendo à tona a naturalização da dupla jornada: trabalho remunerado x cuidado com a casa e família (care), tirando, assim, o care da invisibilidade e expondo que o mercado de trabalho não é tão receptivo à mulher como se propaga. Para esta análise, escolhemos três revistas voltadas para o público feminino com publicações mensais de diferentes editoras: Cláudia, da editora Abril; Marie Claire, da editora Globo e TPM, da editora Trip. As edições compreendem o período de janeiro de 2012 a dezembro de 2014. Esta pesquisa contempla a interseção de dois campos do saber: discurso e feminismo. Adotamos como referencial teórico e metodológico as teorias de análise discursiva de Ernesto Laclau e Zizek. Sobre feminismo, nos valemos da história do movimento através de Christopher Lasch e Michelle Perrot; teóricas feministas como Donna Willshire, Betty Friedan, Nancy Fraser, Susan Faludi e Ynestra King, entre outras. Para discutir as relações de trabalho, nos valemos das teóricas do care, Eileen Boris e Helena Hirata; Foucault nos deu suporte no estudo da biopolítica

Made available in DSpace on 2016-04-26T18:18:11Z (GMT). No. of bitstreams: 1 Gisele Mello Gentil.pdf: 39259284 bytes, checksum: c126d52a1a814961cfd58d885261fdfe (MD5) Previous issue date: 2009-09-29 / This project has the goal to research the influence of women´s magazines on the making up of the present female beauty patterns. For doing so, the research starts from an analysis of the beauty patterns in 1960´s, 1970´s, 1980´s, 1990´s and 2000´s run in the advertising of CLAUDIA and NOVA magazines published by Abril publisher, building up the corpus of this research. A special attention is given to the use of editing softwares to correct images such as Photoshop, due to the fact of its extensive use in post production of women´s advertising photos run in the analyzed magazines; fact incisively proved through interviews with professionals from PLAYBOY and NOVA magazines that complemented the research. From the theoretical point of view, this research is based upon Umberto Eco, Georges Vigarello and Nancy Etcoff works on the history of beauty; the work of Lucia Santaella on the approach of the forthcoming post human phenomenon; to support the ideas of analysis on the politics of the body in the context of the digital culture the works of Mark Dery, Nízia Villaça and Paula Sibilia were used. Through the theory that the pattern of present female beauty is part of an image, women´s appearance, their activities and other elements such as colors and images were analyzed in the publicity ads. The analysis show that the exposure to the advertising images of women mechanically perfect, changed and corrected through the use of editing images softwares, impose to real women a naturally impossible beauty pattern leading them to search for solutions to make their bodies into what the Photoshop makes in advertising. At the end, based upon the corpus of the research and in the light of its bibliography, it is concluded that the present beauty pattern became a stereotype and it suffers the influence of the means of communication and the new technological scenery and it is ruled by the images projected in advertising. Those are images that go through several interventions of editing and correcting softwares that lead several women to submit themselves to surgical and chemical interventions with the purpose of drawing closer to the image shown on the means of communication / Este projeto tem como objetivo pesquisar a influência das revistas femininas na formação do padrão de beleza. Para tanto, parte de uma análise dos padrões de beleza das décadas de 1960, 1970, 1980, 1990 e 2000 veiculados nos anúncios publicitários das revistas CLAUDIA e NOVA, publicadas pela Editora Abril, que constituem o corpus da pesquisa. Destaque especial é dado ao uso de softwares de edição de imagem, como o Photoshop, em virtude da recorrência de seu uso na pós-produção das fotos publicitárias de mulheres veiculadas nas revistas analisadas, fato comprovado incisivamente pelas entrevistas com profissionais das revistas Playboy e NOVA, que complementaram a pesquisa. Do ponto de vista teórico, a pesquisa se apóia em Umberto Eco, Georges Vigarello e Nancy Etcoff para a história da beleza; Lucia Santaella, para a abordagem do fenômeno emergente do pós-humano; e para embasar as análises sobre as políticas do corpo no contexto da cultura digital, Mark Dery, Nízia Villaça e Paula Sibilia. Através da hipótese de que o padrão de beleza feminino atual parte de uma imagem, foi analisado nos anúncios publicitários a aparência das mulheres, suas atividades e outros elementos como cores e formas presentes. As análises mostram que a exposição das imagens publicitárias de mulheres mecanicamente perfeitas, alteradas e corrigidas por editores de imagens, impõe às mulheres reais um padrão de beleza naturalmente impossível, levando a busca de soluções para que possam fazer em seus corpos o que o Photoshop faz na publicidade. Ao final, com base no corpus da pesquisa e à luz da bibliografia, conclui-se que o padrão de beleza atual passou a ser um estereótipo e sofre interferências dos meios de comunicação e do novo cenário tecnológico e é pautado por imagens projetadas pela publicidade. São imagens que passam por diversas intervenções de programas de edição e correção de formas e que levam diversas mulheres a submeter-se a processos cirúrgicos e químicos, no intuito de aproximar-se da imagem apresentada nos meios de comunicação