Abstract

BALISCEI, João Paulo; GARCIA, Fernando Herraiz  and  CALSA, Geiva Carolina. IMAGES AND GENDER PEDAGOGIES:(DE)CONSTRUCTING MASCULINITIES. Revista Teias [online]. 2018, vol.19, n.52, pp.187-205.  Epub Mar 10, 2020. ISSN 1982-0305.  https://doi.org/10.12957/teias.2018.32123.

Emerging images in Media Culture show specific roles on genders and sexes and perform pedagogical functions similar to school. From Cultural Studies and Masculinity Studies, this article aims to investigate how publicity images mediated the construction of masculine subjectivities. Working from this perspective led to the approach of the advertising campaign of Quasar Evolution, a fragrance of the brand O Boticário that, in the year 2015, was spread in celebration of the day of man. As a result, it was found that, to a certain extent, the image of Man-Quasar was close and was an accomplice of hegemonic masculinity since, although supposedly flexible, it reinforced his heterosexual condition.

Keywords : Education; Cultural Studies; gender.

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