<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0104-026x</journal-id>
<journal-title><![CDATA[Revista Estudos Feministas]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Estud. Fem.]]></abbrev-journal-title>
<issn>0104-026x</issn>
<publisher>
<publisher-name><![CDATA[Centro de Filosofia e Ciências Humanas e Centro de Comunicação e Expressão da Universidade Federal de Santa Catarina]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0104-026x2004000200004</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[‘Mulher sem-vergonha’ e ‘traidor responsável’: problematizando representações de gênero em anúncios televisivos oficiais de prevenção ao HIV/AIDS]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Meyer]]></surname>
<given-names><![CDATA[Dagmar Estermann]]></given-names>
</name>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Santos]]></surname>
<given-names><![CDATA[Luis Henrique Sacchi dos]]></given-names>
</name>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Oliveira]]></surname>
<given-names><![CDATA[Dora Lúcia de]]></given-names>
</name>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Wilhelms]]></surname>
<given-names><![CDATA[Daniela Montano]]></given-names>
</name>
</contrib>
</contrib-group>
<aff id="A04">
<institution><![CDATA[,Universidade Federal do Rio Grande do Sul  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<aff id="A04">
<institution><![CDATA[,Universidade Luterana do Brasil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2004</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2004</year>
</pub-date>
<volume>12</volume>
<numero>02</numero>
<fpage>51</fpage>
<lpage>76</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_arttext&amp;pid=S0104-026x2004000200004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_abstract&amp;pid=S0104-026x2004000200004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_pdf&amp;pid=S0104-026x2004000200004&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[O artigo discute, a partir da ótica de agentes comunitários/as de saúde que trabalham no Programa de Saúde da Família na periferia de Porto Alegre/RS, anúncios televisivos que integraram campanhas oficiais de prevenção ao HIV/aids implementadas no Brasil (de 1994 a 2000) com o objetivo de contribuir para uma leitura crítica desse tipo de material, considerando as relações de gênero ali representadas. Analisam-se, sob o enfoque da análise cultural, discursos que instituem duas representações: a de ‘mulher sem-vergonha’ e a de ‘traidor responsável’. Argumenta-se que representações como essas são produzidas, entre outras instâncias, pelo próprio conhecimento que dá suporte às campanhas de prevenção e que elas acabam reiterando comportamentos e práticas de gênero e sexuais que pretendem transformar ou romper.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[This paper discusses the views of public health workers from the Family Health Program of Porto Alegre/RS on the HIV/AIDS television advertisements which played a role in the official HIV/AIDS prevention campaigns in Brazil from 1994 to 2000. The aim of this discussion is to contribute to the critical reading of this sort of educative enterprise, with attention to the gender relations represented in such advertisements. Working from a cultural analysis perspective, the authors analyze the discourses that constitute two representations: the ‘shameless woman’ and the ‘responsible traitor’. The authors argue that these representations are produced, among other manners, through the very knowledge that informs the prevention campaigns, and that these representations end up reinforcing behaviors and gender and sexual practices that they intend to transform or to sever.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Educação em Saúde]]></kwd>
<kwd lng="pt"><![CDATA[Estudos Culturais e de Gênero]]></kwd>
<kwd lng="pt"><![CDATA[Prevenção de HIV/AIDS]]></kwd>
<kwd lng="pt"><![CDATA[Representações de Gênero]]></kwd>
<kwd lng="en"><![CDATA[Health Education]]></kwd>
<kwd lng="en"><![CDATA[Cultural and Gender Studies]]></kwd>
<kwd lng="en"><![CDATA[HIV/AIDS Prevention]]></kwd>
<kwd lng="en"><![CDATA[Gender Representations]]></kwd>
</kwd-group>
</article-meta>
</front><body><![CDATA[  <font face="Arial, Helvetica, sans-serif"> <h2>&lsquo;Mulher  sem-vergonha&rsquo; e &lsquo;traidor respons&aacute;vel&rsquo;: problematizando representa&ccedil;&otilde;es de g&ecirc;nero  em an&uacute;ncios televisivos oficiais de preven&ccedil;&atilde;o ao HIV/AIDS.</h2> <h3>&lsquo;Shameless woman&rsquo; and &lsquo;responsible traitor&rsquo;:  problematizing gender representations in official HIV/AIDS television  advertisements.</h3>     <p>&nbsp;</p> <h4>Dagmar  Estermann Meyer, Luis Henrique Sacchi dos Santos, Dora L&uacute;cia de Oliveira, Daniela  Montano Wilhelms</h4> </font>      ]]></body>
</article>
