Banca de QUALIFICAÇÃO: PATRÍCIA DE SOUZA NUNES

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : PATRÍCIA DE SOUZA NUNES
DATE: 29/09/2023
LOCAL: Via Videoconferência Google Meet
TITLE:

THE REPRESENTATION OF WOMEN IN OUTDOOR ADVERTISING AND URBAN INTERVENTIONS IN BRAZIL
AND SPAIN

KEY WORDS:

outdoor advertising; urban intervention; representation of women; multimodal proposal; intersectional
discourse.

PAGES: 140
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

The imagetic apparatuses that make up the public space of cities are understood as language and producers of meanings. Considering this, this research studies how women are represented from visual elements of urban
communication, as well as how such images are perceived by the female public. In this way, we seek to analyze the images of women in outdoor advertising (billboards, banners, storefront) and urban interventions (graffiti and “lambe-lambes”) circulating in the cities of Natal (Rio Grande do Norte), Recife (Pernambuco), in Brazil, and Barcelona (Autonomous Community of Catalonia), in Spain. Methodologically, ethnographic observation is used in 13 streets of these cities between the years 2020 and 2023, with the recording and collection of 691 advertising images and 272 images of urban interventions. To verify the reception, interviews were conducted with 30 recipients of the images in the cities. To observe the perception of production, four (4) producers of urban interventions were interviewed. As a theoretical and methodological contribution, the multimodal methodological proposal of Lorite García (2021) is used, using understandings of cultural identity (Hall, 2006), relating them to the concepts of intersectionality (Collins, 2021) and communication (Carrera, 2021). We also use the contributions of interlocutors inserted in urban studies, who investigate the city as language and communication and the formation of symbolic landscapes that define urban culture (Silva, 2008; Canclini, 1990; Baldissera, 2019; Tvardovskas, 2013). As preliminary results, it is observed that advertising discourses have sexist, racist and classist biases in which women are underrepresented; that there is a reiteration of social roles in which women are inferiorized and objectified; that in urban interventions there is more diversity of female bodies; there are more black, indigenous, elderly, disabled and LGBTQIA+ women. As for the recipients of the images, they recognize a timid attempt to represent diversity through advertising, but prefer the representations brought by urban interventions because they find guidelines and themes from their daily lives. 

COMMITTEE MEMBERS:
Externo à Instituição - Nicolás Lorite García - UAB
Externo à Instituição - Josenildo Soares Bezerra - UFRN
Presidente - 1130893 - ISALTINA MARIA DE AZEVEDO MELLO GOMES