A glamourização da mulher empreendedora nas revistas Claudia e Vogue on-line: uma análise do sistema de transitividade

Abstract

Data from the Brazilian Institute of Statistics through the Continuous National Household Sample Survey indicate that the inclusion of women in the labor market occurs in a context in which economic issues increase social inequality. From this contex, Transitivity System of Halliday’s Systemic Functional-Grammar is analyzed in this study to verify how women entrepreneurs' social representation appears in online women's magazines. The aim is to carry out a textually oriented discursive analysis based on Critical Discourse Analysis through a quantitative and qualitative approach of the title and the lead of ten magazine reports on the relationship between women and entrepreneurship published in Claudia and Vogue. The results indicate that entrepreneurship appears in women's lives as emotional support to restart their lives or as a source of livelihood for themselves and their families. Finally, the glamorization of female entrepreneurship is evident in the fragility of the employment relationship it offers and in the fact that many women became entrepreneurs without being able to manage their businesses.