Moda e comunicação na política: uma investigação da percepção das mulheres sobre a imagem pública da primeira-dama Janja em sua relação com a moda

Abstract

The general aim of this study is to identify the main female perceptions of First Lady Janja's public image and its relationship with fashion. In order to achieve this goal, we have the specific objectives of bringing together the concepts of fashion, consumption and politics; situating First Lady Janja in the context of politics and highlighting her relevance within the context of fashion; and investigating how Janja's image influences the perception of politics by the female public. In this sense, we propose discussions and theoretical relationships, bringing in the concepts of consumption through the authors Everardo Rocha (2006) and Barbosa and Campbell (2006), together with reflections on reception, communication and consumption through the authors Maria Amélia Abrão (2010) and Maria Aparecida Baccega (1998). We approached the concept of political public image through Gomes (2004) and Maria Helena Weber (2004). With regard to the concept of fashion and its relationship with the world of women, we point to the perspective of Crane (2006), Palomino (2010), Cotta and Farage (2021) and, finally, Chataignier (2010). Finally, we express some observations on the relationship between women and politics through the author Marcia Tiburi (2018). As a methodological approach, we worked on exploratory qualitative research, starting with bibliographical research; content analysis (Bardin, 1997) based on the comments on a post made by Janja and, finally, we analyzed the answers to a semi-structured questionnaire sent to the women who interacted with this post, in order to deepen their perceptions of Janja's image. The research corpus was made up of the impressions of the women who follow the current first lady Rosangela Lula da Silva on her social networks, more specifically, those who interacted with a selected post she made on Instagram. According to the analysis of the responses provided by the women who follow Janja, we can see that fashion is commonly linked to her and that the way she communicates through her clothing has a strong impact on her audience, which can be negative or positive.