Abstract

ODININO, Juliane Di Paula Queiroz. "Powerpuff-girls in: the power of pink!?!?" For an understanding of childhood's femininity from media, gender and childhood studies. Perspectiva [online]. 2015, vol.33, n.3, pp.887-913. ISSN 2175-795X.  https://doi.org/10.5007/2175-795X.2015v33n3p887.

This article discusses the social and cultural place of the girl, in the context of a globalized media culture. the analytical approach refers to surveys conducted with children of early grades from Florianopolis' metropolitan region in their school settings, and to the presence of identity references that culminate in the image we call "Powerpuff-girl". The analysis dialogues with, confronts and questions such representation, whose meanings are marked for their inherent ambiguity and contradiction, especially when appropriated and reinterpreted by children. Such an image brings together elements and features that go back to a kind of contemporary children's femininity, in which is possible to find more traditional cultural matrices. In this sense, some aspects related to women passivity and subservience appear alongside of more current characteristics related to women's achievements and the empowerment of women. For the research with children, we made use of ethnography and research of intervention in order to discuss power relations, especially those related to gender, childhood and media issues. As a result, we note that the children's femininity as much as they advanced towards equal rights and freedom of expression, are still occupying a place of subordination, of inferiority and naturalization of differences, being crystallized in sexist and discriminatory practices, which are experienced and reproduced daily in children's interrelations.

Keywords : Media; Childhood; Gender.

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