De fora para dentro: leituras, apropriações e transformações do discurso da telenovela por mulheres
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2021-08-24
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Universidade Federal de Goiás
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In this work, we enter the fields of Cultural Studies (HALL, 1997; ESCOSTEGUY, 2001), Reception Studies (SOUZA et all, 1995) and Gender Studies (LOURO, 1997; BUTLER, 1999) to analyze and un-derstand media readings of the subjects. More specifically, we study the representation of women in the narratives of Brazilian soap operas and the meanings attributed to these stories and characters by the female audience. The research aims to investigate whether the characteristic discourse of this media genre contributes or not to the maintenance of symbolic social structures that hierarchically differentiate wo-men and men. Therefore, we carry out a qualitative approach, using Screen Ethnography as a method, as proposed by Rial (2004). For the collection of analysis material, an online focus group was developed with women from different regions of the country. Subsequently, the collected data were analyzed from the Communicative Mediations of Culture, systematized by Jesús Martín-Barbero (2004), and by the Coding/Decoding model, by Stuart Hall (2009). The results show that the media readings and the attri-bution of meaning to the telenovela discourses are developed based on a complex plot involving social, technical and ritualistic mediations. These processes are influenced by the contexts, affective memory and cultural formation of the spectators, so that their readings and appropriations of media messages result in hybrid discourses, sometimes questioning the hegemonic social narrative, sometimes confor-ming within this same logic. The conclusion, although not definitive - given the nature and format of the research - points out that reception creates meanings, to a certain extent, quite independent from those proposed at the time of codification of the production pole, and that even when they are similar, this happens more on account of the cultural formation of the reception rather than a preferential reading of the public.
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ECHALAR, S. K. De fora para dentro: leituras, apropriações e transformações do discurso da telenovela por mulheres. 2021.109 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2021.