Resumo

VASCONCELOS, Larissa Meira de; FIALHO, Lia Machado Fiuza  e  MACHADO, Charliton José dos Santos. Education, gender and hygiene in Paraiba's commercials during the First Republic. Cad. Hist. Educ. [online]. 2017, vol.16, n.2, pp.451-473. ISSN 1982-7806.  https://doi.org/10.14393/che-v16n2-2017-8.

This article seeks to understand how the advertisings published in the journal A União, Paraiba's State official newspaper, reinforced behavior standards, put the light on the power relationships, and tensions between genders as well. From the perspective that the historical story is a building made of superposing coats of interpretation about the past, about what we would give our contribution to from an angle not explored yet in the history of education, whatever the publicity as one of the multiple educational instances that contributed in building subjectivities. Thus, we show the recurrent pictures about genders found in the advertisings: 1) the woman as "home educator", guardian of an healthy nation, 2) the touchy, 3) the dandy. Concluding that at the same time as the advertising industry wanted to influence and increase consumption, it transformed habits and educated too, promoting tensions around genders constructions.

Palavras-chave : Gender; Hygienism; Education; Advertising.

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