Campanhas publicitárias que "não amamos": estudos sobre processos de significação e identidades de gênero no meio digital

Abstract

This dissertation presents the final step of a case study, as proposed by Gil (1995), on the effects of meaning generated by the publicity campaign of the "Homens que amamos" line launched in March 2015 by Risqué brand. This campaign refers to the supposedly romantic gestures and attitudes of men towards women, reinforcing a collective imaginary that crystallizes certain gender representations. I propose here to understand how those meanings were mobilized and how they were received and restated by the public, promoting total subversion of its original proposal. Initially the proportion of the campaign's repercussion in the digital medias, and its consequent processes of resignification that have arisen with the disapproval of its original proposal, was acknowledged. Based on that, it was collected and analyzed pieces of campaign of the line and a corpus representing such positioning of the public in the digital environment. The main theoretical bases for this work are: the reflections of Saussure (1916) and Bhabha (1994) on sign and meaning; The studies of Butler (2003) and Beauvoir (1949) on sex and gender; The debates proposed by Jenkins (2009) on the convergence of the mass media with the new digital media and the thoughts presented by Barton and Lee (2015) on language in the digital environment.