“Espelho, espelho meu”: beleza, corpo, gênero e consumo em produções infantojuvenis (2001-2010)

Abstract

This research seeks to understand how they have been built contemporary representations of body and gender in children youth productions and how they build models that act in favor of the current economic system. We selected to compose the documentary corpus of this study two cartoons, Totally Spies (2001) and Monster High (2010) and the animated movie Happily N'Ever After 2: Snow White Another Bite the Apple (2009). Feminist and gender studies guide our eye on the sources, which were perceived as gender technology, as proposed by Teresa de Lauretis. In order to contextualize the sources, historiography we draw a route in order to evidence the historical, social, cultural and economic changes that made possible the transmission of certain representations of gender by children youth output for girls /teenagers /women. Understood as a mechanism of power, in the analysis of the sources discussed how they produce idealized models of body, of woman, of femininity that regulate the behaviors of the subjects. However, we realize that the speeches analyzed also produce new discursive matrices that break with the traditional image associated with women, thus constituting new meanings about individuality and different. Gender concepts, body and social representation are the theoretical support that we rely on to answer the questions proposed and the methodology used is the literature review, discourse analysis and the production of meaning in daily life. From the use of this theoretical-methodological apparatus infer that the sources in question builds about and for the subjects representations of gender that subjectify them social roles and guide them in the way of of being and behaving in society.