WOMAN'S REPRESENTATION ON MEDIA: A FEMINIST OVERVIEW ON BEER COMMERCIALS

Sabrina Uzêda da Cruz
2008 Travessias  
The theme to be discussed is the gender symbolic violence, here presented by the analysis of the beer commercials on media. The gender symbolic violence is about the embarrassments imposed by the social representations of gender about the masculine and the feminine. Woman (And by extension, her body broken up in this way) is presented on commercials as to be consumed just as the beer. From an anthropological feminist point of view, is possible to realize that the dominant discourses on the
more » ... courses on the media, assure dominant and traditional values about the women, constituting a way of gender symbolic violence in contemporary society.
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