Tensões do feminino no discurso de marketing

Resumo

Purpose - The objective of this research is to investigate the existence of continuities, ruptures and tensions in the meanings of the feminine through the narrative of the interviewees and to promote a dialogue on these issues with the discourse of marketing agents, especially with visual advertising. Methodology - The methodological nature of this research is qualitative, exploratory, interpretative and based on semi-structured interviews. Findings - The research identified a disagreement between women and visual advertising motivated by the conflicts inherent to the feminine and by the new possibilities of identification opened up by the digital media and social networks. Reserarch Limitations - The research was not aimed at assessing issues such as religion, economic class, education or skin color of the interviewees. These factors could alter the perception of women about issues related to women. In addition, part of the participants was chosen by the snowball method, a fact that can generate a bias in the reports collected. Finally, social detachment during the COVID pandemic made it difficult for potential interviewees to access and impaired the interviews themselves, as it was not possible to conduct them in person. Practical implications - As this is an exploratory study, the research has raised discussions to be further investigated and may be the subject of new research. In this sense, seeking other clippings in the interviews, researching the topic through the perspective of marketing agents or studying what are the new representations of the feminine emerging in the digital environment can be ways to expand the understanding of the issue. Social implications - The research contributes to the debate about the importance of women in business management and in the marketing discourse so that the dialogue with this public is done in a more citizen way, respecting the indemnity agenda that is increasingly present and relevant to the business world. Originality - The research sought to investigate the theme of the feminine from the perspective of women entrepreneurs, that is, those who represent the personification of the professional and autonomous feminine due to her career and her intense work activity.

Ficha do documento

Tipo

Dissertação

Ano

2021

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/30194

Temas

Tecnologia

Palavras-chave

ConsumoConflitosFemininoComunicaçãoPublicidade VisualConsumptionCommunicationFemaleConflictsVisual advertisingAdministração de empresasComportamento do consumidorIdentidade sexual na publicidadeConsumidoras – Aspectos sociaisMarketing de relacionamento