Abstract

SABAT, Ruth. Pedagogia cultural, gênero e sexualidade. Rev. Estud. Fem. [online]. 2001, vol.09, n.01, pp.09-21. ISSN 1806-9584.

Advertising is one of the artifacts that are part of a set of cultural instances and, as such, it works as a mechanism of representation and operates as a mechanism for the constitution of identities. More than seducing consumers or inducing them to obtain a given product, advertising conveys a kind of cultural pedagogy and curriculum. These, among other things, produce values and knowledge, regulate behaviors and ways of being, re-produce identities and representations, constitute certain power relations and teach ways of being either a woman or a man, forms of either femininity or masculinity.

Keywords : Gender; Sexuality; Cultural Pedagogy; Cultural Curriculum; Advertising.

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