Mulher de Nova, Mulher de Fases: o jogo da vida nas páginas de Cosmopolitan Brasil

Abstract

In this work, we analyzed discursive sequences taken from the women s magazine Cosmopolitan Brasil (Nova) to understand the images of women produced there, and thus answer the question "How are the meanings of being a woman constituted in the 21st century, from the image of woman created by such magazine?", having as theoretical framework the Materialist Discourse Analysis (AD), which proposes to provide the denaturalization of questions on the theme, reformulating them and discussing them from a theoretical foundation that allows an analysis of how certain linguistic marks are put into operation to make certain discursive memories work, which in turn resonate other meanings that construct a certain image of woman, determined by what she should (not) know, do, act, speak. The first chapter, of theoretical basis, presents concepts derived from the theoretical framework of AD that guide the analysis of the discursive corpus as well as terms that will be used in the body of the work. The second chapter brings a brief contextualization of the magazine: its characteristics, form and conditions of production, to try to understand the discursive universe in which the analyzed discursive sequences are inserted, and its relation with different historical and discursive events that still produce echoes in discourses about women today. The third chapter, "One must know how to live," focuses on the question of building knowledge in Nova, and how it forms a particular image of a woman. For this, the subsections Ask the Publisher and Career Consultant are analyzed, and the functioning, respectively, of the imperative and of the formulation "X is Y" is observed. Finally, in the fourth chapter, "What discourse is this?", we discuss the constitution of a masculine universe, a discourse about love, and an image of man to which the image of woman is tied, in the subsections How to deal with it, Philip? and Manual of Man . For this, we analyze the marks of indetermination of propositions and of heterogeneity in the discourse, per the concept of enunciative heterogeneities according to Authier-Revuz, in two of its forms: the use of quotation marks and the reported discourse, the latter in two specific forms: indirect discourse and according to discourse. Finally, in the conclusion, from the analyzes of the previous chapters, we discuss about the magazine's role as a manual of conduct to guide women's life in a certain way, reflecting on how this manual creates certain meanings that construct a certain image of women in the 21st century: The Woman of Nova. Who is this woman and what is expected of her? We conclude that the Woman of Nova is a character of a game, the game of life: she needs to go through phases (aesthetics, career, relationships) to reach the ultimate goal: happiness.