A pesquisa tem por objetivo investigar o processo de construção de personagens na produção documentária brasileira contemporânea a partir da noção de autorrepresentação do sujeito filmado, tendo como hipótese inicial a ideia de que o estatuto da personagem no filme se define a partir da tensão entre a performance da pessoa real, seu projeto de atuação e as estratégias enunciativas do autor. Partindo da apresentação de uma proposta de definição da autorrepresentação - que rejeita a premissa de que a encenação deva ser analisada dentro do binômio de verdade e falsificação - a pesquisa se desenvolve tendo como recurso fundamental a análise fílmica imanente. Foram selecionados quatro filmes brasileiros contemporâneos como corpus central de análise: Entreatos (João Moreira Salles, 2004), Juízo (Maria Augusta Ramos, 2007), Serras da Desordem (Andréa Tonacci, 2008) e Jogo de Cena (Eduardo Coutinho, 2007). As análises fílmicas se organizam a partir dos diferentes níveis de consciência dos sujeitos filmados em relação à própria performance e buscam investigar até que ponto essa consciência implica num maior ou menor nível de autenticidade. Conectando os dois eixos centrais de reflexão - do desempenho e das estratégias enunciativas que o transcendem - se coloca a questão que sintetiza o desafio maior da pesquisa: como avaliar o quão bem representada é uma pessoa? / The present study aims at investigating the character construction process in contemporary Brazilian documentary film production from the notion of self-representation of the filmed subject, sustaining as initial hypothesis the idea that the status of the character in the film is defined by the tension between the performance of the real person, his acting project and the enunciative strategies of the author. Starting with the presentation of a proposed definition of selfrepresentation - which rejects the assumption that acting should be analyzed within the binomial real or fake -, the research develops, relying on immanent film analysis as fundamental resource. We have selected four contemporary Brazilian films as the central analysis corpus: Entreatos (João Moreira Salles, 2004), Juízo (Maria Augusta Ramos, 2007), Serras da Desordem (Andrea Tonacci, 2008) and Jogo de Cena (Eduardo Coutinho, 2007). Filmic analysis is organized by the different levels of consciousness of the filmed subjects in relationship to their own performance and seeks to investigate to what extent this awareness implies a higher or lower level of authenticity. By connecting the two central axes of reflection - performance and the enunciative strategies that transcend it -, the question that synthesizes the major challenge of the research arises: how to evaluate how well a person is represented?

A pesquisa tem por objetivo investigar o processo de construção de personagens na produção documentária brasileira contemporânea a partir da noção de autorrepresentação do sujeito filmado, tendo como hipótese inicial a ideia de que o estatuto da personagem no filme se define a partir da tensão entre a performance da pessoa real, seu projeto de atuação e as estratégias enunciativas do autor. Partindo da apresentação de uma proposta de definição da autorrepresentação - que rejeita a premissa de que a encenação deva ser analisada dentro do binômio de verdade e falsificação - a pesquisa se desenvolve tendo como recurso fundamental a análise fílmica imanente. Foram selecionados quatro filmes brasileiros contemporâneos como corpus central de análise: Entreatos (João Moreira Salles, 2004), Juízo (Maria Augusta Ramos, 2007), Serras da Desordem (Andréa Tonacci, 2008) e Jogo de Cena (Eduardo Coutinho, 2007). As análises fílmicas se organizam a partir dos diferentes níveis de consciência dos sujeitos filmados em relação à própria performance e buscam investigar até que ponto essa consciência implica num maior ou menor nível de autenticidade. Conectando os dois eixos centrais de reflexão - do desempenho e das estratégias enunciativas que o transcendem - se coloca a questão que sintetiza o desafio maior da pesquisa: como avaliar o quão bem representada é uma pessoa? / The present study aims at investigating the character construction process in contemporary Brazilian documentary film production from the notion of self-representation of the filmed subject, sustaining as initial hypothesis the idea that the status of the character in the film is defined by the tension between the performance of the real person, his acting project and the enunciative strategies of the author. Starting with the presentation of a proposed definition of selfrepresentation - which rejects the assumption that acting should be analyzed within the binomial real or fake -, the research develops, relying on immanent film analysis as fundamental resource. We have selected four contemporary Brazilian films as the central analysis corpus: Entreatos (João Moreira Salles, 2004), Juízo (Maria Augusta Ramos, 2007), Serras da Desordem (Andrea Tonacci, 2008) and Jogo de Cena (Eduardo Coutinho, 2007). Filmic analysis is organized by the different levels of consciousness of the filmed subjects in relationship to their own performance and seeks to investigate to what extent this awareness implies a higher or lower level of authenticity. By connecting the two central axes of reflection - performance and the enunciative strategies that transcend it -, the question that synthesizes the major challenge of the research arises: how to evaluate how well a person is represented?

The vast majority of research based on brand gender has been developed focusing on consumers’ perspectives and behaviour. The implications of studying different perceptions of a brand’s gender can be related to brand equity, since this term is strongly associated with brand personality. Furthermore, as consumers reinforce themselves and their self-concept through brand identification, implications regarding self-representation are emphasized in terms of self-congruency having significant influence in brandcustomer relationships. During this thesis, a new holistic firm perspective approach was applied to brand gender. Acne Studios, iconic fashion brand based in Stockholm, was analysed and constituted as case study, aimed to comprehend how a brand could be perceived and identified as androgynous. Several brand related elements, covering a wide spectrum from typography to brand’s portfolio, including garment analysis, as well as brand presentation and communication features were studied in order to provide a whole picture of the firm’s gender comprehension. Using as a starting point androgyny definition as the sum of the feminine and the masculine, the setting of brand´s gender was further expanded as a result of the analysis performed for covering all possible gender identifications. Overall, this study conveys a broad and inclusive understanding of gender within the fashion brand Acne Studios and its elements to deepen and provide a new perspective within marketing and gender research.