Publicidade e educomunicação: uma análise de percepção em comentários digitais da campanha “meninas fortes” Nescau

Abstract

For many years advertising followed patterns and connotations about gender, attributing differences between the feminine and the masculine. When related to the practice of sports by women, it was believed that the same would be incompatible with the idea of femininity, and the opportunities were minimal, but with the passing of time, and with the changes coming from technology and information, women began to be seen in different ways and thus started to conquer their space. Despite the many advances made, we realize that the feminine archetype is still focused on fragility. And it is from this scenario that arises the need to address how advertising has contributed to the deconstruction of these stereotypes that are still very present. Thus, the main question of our work is if the commercial "Meninas Fortes" of the Nescau brand contributes or not in the process of deconstruction of stereotypes in relation to the practice of sports by girls. To answer this question, we will identify, in the comments of the Facebook fanpage of the brand, how the theme was debated by the followers and what values were perceived. We will describe the perceptions and how the theme was debated by them. To that end, the perspectives of authors such as Vestergaard and Schroder, Naomi Wolf and Rachel Moreno, who portray the history of the feminine in advertising, were used in constructing our theoretical framework. Silvana Goellner with the relation between woman and sport, Judith Butler with the approach on gender, and also the conception of Educommunication by Ismar Soares, Martin Barbero, Paulo Freire and Mario Kaplun, where we can perceive the existence of new ways of communicating, breaking with existing standards, in which advertising is capable of educating. We use as methodology the authors Maria Cecília Minayo, Antônio Carlos Gil, Laurence Bardin and Paulo Freire. The research consists on a qualitative approach, with bibliographical research, complemented by the technique of content analysis.