Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório do Centro Universitário Braz Cubas |
Texto Completo: | https://repositorio.cruzeirodosul.edu.br/handle/123456789/723 |
Resumo: | Reflexive Modernity (GIDDENS, 1991) provides us the shift of focus from the center to the margin and enables discussions about gender, race, sexuality and other set of themes erased in Modernity. The plurality of subjects appears in this social subject insertion and among them Brazilian women stand out, who, during the World Cup have been portrayed as two objects of consumption in two medias. As the sponsor of the event and when launching its T-shirts, Adidas emphasizes the discursive and performative construction of a Brazilian woman built as a tourist attraction to be known. This caused some controversy which led to protests that have spread on the Internet. Within this context, this paper aims to describe the Brazilian textual trajectories of two consumption objects (T-shirts for the 2014 World Cup); to analyze three entextualizations about the consumption objects cited in the textual trajectory and to investigate entextualizations about Brazilian women who appear in the selected texts. For this purpose, the current research is based on a virtual ethnography (HINE, 2005) and was based on the conception of language as performative speech acts proposed by Austin ([1962] 1990), in rereading that Derrida ([1972] 1988) about performative speech acts on gender and sexuality studies suggested by Queer Theory (BLONDE, 2008, 2010; Butler, 2003). It also relies on the textual trajectory definition (BLOMMAERT, 2001; GUIMARÃES, 2014) and on the entextualizations assumptions by Bauman and Briggs (1999), Blommaert (2011) and Melo and Moita Lopes (2015). The data generation instrument are tree texts found on digital/online media and the Tshirts. The analysis construct is based on indexical clues proposed by Wortham (2011). The results indicate that the textual trajectory of the consumption objects is extensive because it travels through newspapers websites, blogs, variety websites, magazines and pages specifically developed for the World Cup, among others. The entextualizations are diverse, no one is in favor of launching the T-shirts objectifying women. Some blame Adidas, others the women themselves. Furthermore, we note the construction of crossbred Brazilian women seen only on sexual optics, based on the Queer Theory bias, as well as the intersection between gender (female), nationality (Brazilian) and race (dark-skinned to black). |
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Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014Brazilian women: the textual trajectory and entextualization of two sports T-shirts during the 2014 World CupMulheres brasileirasTeorias QueerTrajetória textualEntextualizaçãoCNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICAReflexive Modernity (GIDDENS, 1991) provides us the shift of focus from the center to the margin and enables discussions about gender, race, sexuality and other set of themes erased in Modernity. The plurality of subjects appears in this social subject insertion and among them Brazilian women stand out, who, during the World Cup have been portrayed as two objects of consumption in two medias. As the sponsor of the event and when launching its T-shirts, Adidas emphasizes the discursive and performative construction of a Brazilian woman built as a tourist attraction to be known. This caused some controversy which led to protests that have spread on the Internet. Within this context, this paper aims to describe the Brazilian textual trajectories of two consumption objects (T-shirts for the 2014 World Cup); to analyze three entextualizations about the consumption objects cited in the textual trajectory and to investigate entextualizations about Brazilian women who appear in the selected texts. For this purpose, the current research is based on a virtual ethnography (HINE, 2005) and was based on the conception of language as performative speech acts proposed by Austin ([1962] 1990), in rereading that Derrida ([1972] 1988) about performative speech acts on gender and sexuality studies suggested by Queer Theory (BLONDE, 2008, 2010; Butler, 2003). It also relies on the textual trajectory definition (BLOMMAERT, 2001; GUIMARÃES, 2014) and on the entextualizations assumptions by Bauman and Briggs (1999), Blommaert (2011) and Melo and Moita Lopes (2015). The data generation instrument are tree texts found on digital/online media and the Tshirts. The analysis construct is based on indexical clues proposed by Wortham (2011). The results indicate that the textual trajectory of the consumption objects is extensive because it travels through newspapers websites, blogs, variety websites, magazines and pages specifically developed for the World Cup, among others. The entextualizations are diverse, no one is in favor of launching the T-shirts objectifying women. Some blame Adidas, others the women themselves. Furthermore, we note the construction of crossbred Brazilian women seen only on sexual optics, based on the Queer Theory bias, as well as the intersection between gender (female), nationality (Brazilian) and race (dark-skinned to black).A Modernidade Reflexiva (GIDDENS, 1991) nos proporciona a mudança de foco do centro para as margens, possibilitando debates sobre gênero, raça, sexualidade e outras temáticas apagadas na Modernidade. É nesse contexto de inserção do sujeito social, no pensamento contemporâneo, que a pluralidade dos sujeitos aparece. Dentre eles, destacamos as mulheres brasileiras, que no decorrer da Copa do Mundo de 2014, foram retratadas em dois objetos de consumo. A Adidas, patrocinadora do evento citado, ao lançar camisetas enfatiza a construção discursiva e performativa de mulher brasileira construída como atrativo turístico a ser conhecido, o que provocou a polêmica e gerou protestos que se espalharam na internet. Com base nesse contexto, nossos objetivos são descrever a trajetória textual brasileira dos dois objetos de consumo (camisetas para a Copa do Mundo de 2014); analisar três entextualizações dos objetos de consumo citados na trajetória textual estudada e analisar as entextualizações sobre as mulheres brasileiras presentes nos textos selecionados. Para isso, esta pesquisa é de cunho etnográfico virtual (HINE, 2005) e se embasa na concepção de linguagem como atos de fala performativos proposta por Austin ([1962]1990), na releitura que Derrida ([1972]1988) fez de tais atos de fala performativos, nos estudos de gênero e sexualidade sugeridos pelas Teorias Queer (LOURO, 2008, 2010; BUTLER, 2003), no conceito de trajetória textual (BLOMMAERT, 2001; GUIMARÃES, 2014) e nas entextualizações propostas por Bauman e Briggs (1999), Blommaert (2011) e Melo e Moita Lopes (2015). O instrumento de geração de dados são três textos encontrados nas mídias digitais/online e as camisetas. O constructo de análise se embasa nas pistas indexicais propostas por Wortham (2001). Os resultados sinalizam que a trajetória textual dos objetos de consumo é extensa; eles viajam por sites de jornais, blogs, sites de variedades, revistas, páginas específicas para a Copa, etc., as entextualizações são diversas, ninguém é favorável ao lançamento das camisetas. Alguns culpam a Adidas, outros a própria mulher. Percebemos também que ao acionarmos gênero (mulher), nacionalidade (brasileira) e raça (pele escura à negra) temos a construção de mulheres brasileiras mestiças vistas apenas sob a ótica sexual.Universidade de FrancaBrasilPós-GraduaçãoPrograma de Mestrado em LinguísticaUNIFRANMelo, Glenda Cristina Valim de6215257502502767http://lattes.cnpq.br/6215257502502767Pinto, Joana Plaza8100370294969259http://lattes.cnpq.br/8100370294969259Rodrigues, Marília Giselda5631344543606220http://lattes.cnpq.br/5631344543606220Ferreira, Juliana Tito Rosa2020-06-02T18:26:00Z2020-06-02T18:26:00Z2016info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfFERREIRA, Juliana Tito Rosa. Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de Copa do Mundo 2014. Franca, SP, 2016. 121 f. Dissertação (Mestrado em Linguística) - Universidade de Franca. 2016.https://repositorio.cruzeirodosul.edu.br/handle/123456789/723porinfo:eu-repo/semantics/openAccessreponame:Repositório do Centro Universitário Braz Cubasinstname:Centro Universitário Braz Cubas (CUB)instacron:CUB2020-06-02T18:27:00Zoai:repositorio.cruzeirodosul.edu.br:123456789/723Repositório InstitucionalPUBhttps://repositorio.brazcubas.edu.br/oai/requestbibli@brazcubas.edu.bropendoar:2020-06-02T18:27Repositório do Centro Universitário Braz Cubas - Centro Universitário Braz Cubas (CUB)false |
dc.title.none.fl_str_mv |
Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014 Brazilian women: the textual trajectory and entextualization of two sports T-shirts during the 2014 World Cup |
title |
Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014 |
spellingShingle |
Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014 Ferreira, Juliana Tito Rosa Mulheres brasileiras Teorias Queer Trajetória textual Entextualização CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA |
title_short |
Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014 |
title_full |
Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014 |
title_fullStr |
Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014 |
title_full_unstemmed |
Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014 |
title_sort |
Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de copa do mundo 2014 |
author |
Ferreira, Juliana Tito Rosa |
author_facet |
Ferreira, Juliana Tito Rosa |
author_role |
author |
dc.contributor.none.fl_str_mv |
Melo, Glenda Cristina Valim de 6215257502502767 http://lattes.cnpq.br/6215257502502767 Pinto, Joana Plaza 8100370294969259 http://lattes.cnpq.br/8100370294969259 Rodrigues, Marília Giselda 5631344543606220 http://lattes.cnpq.br/5631344543606220 |
dc.contributor.author.fl_str_mv |
Ferreira, Juliana Tito Rosa |
dc.subject.por.fl_str_mv |
Mulheres brasileiras Teorias Queer Trajetória textual Entextualização CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA |
topic |
Mulheres brasileiras Teorias Queer Trajetória textual Entextualização CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA |
description |
Reflexive Modernity (GIDDENS, 1991) provides us the shift of focus from the center to the margin and enables discussions about gender, race, sexuality and other set of themes erased in Modernity. The plurality of subjects appears in this social subject insertion and among them Brazilian women stand out, who, during the World Cup have been portrayed as two objects of consumption in two medias. As the sponsor of the event and when launching its T-shirts, Adidas emphasizes the discursive and performative construction of a Brazilian woman built as a tourist attraction to be known. This caused some controversy which led to protests that have spread on the Internet. Within this context, this paper aims to describe the Brazilian textual trajectories of two consumption objects (T-shirts for the 2014 World Cup); to analyze three entextualizations about the consumption objects cited in the textual trajectory and to investigate entextualizations about Brazilian women who appear in the selected texts. For this purpose, the current research is based on a virtual ethnography (HINE, 2005) and was based on the conception of language as performative speech acts proposed by Austin ([1962] 1990), in rereading that Derrida ([1972] 1988) about performative speech acts on gender and sexuality studies suggested by Queer Theory (BLONDE, 2008, 2010; Butler, 2003). It also relies on the textual trajectory definition (BLOMMAERT, 2001; GUIMARÃES, 2014) and on the entextualizations assumptions by Bauman and Briggs (1999), Blommaert (2011) and Melo and Moita Lopes (2015). The data generation instrument are tree texts found on digital/online media and the Tshirts. The analysis construct is based on indexical clues proposed by Wortham (2011). The results indicate that the textual trajectory of the consumption objects is extensive because it travels through newspapers websites, blogs, variety websites, magazines and pages specifically developed for the World Cup, among others. The entextualizations are diverse, no one is in favor of launching the T-shirts objectifying women. Some blame Adidas, others the women themselves. Furthermore, we note the construction of crossbred Brazilian women seen only on sexual optics, based on the Queer Theory bias, as well as the intersection between gender (female), nationality (Brazilian) and race (dark-skinned to black). |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016 2020-06-02T18:26:00Z 2020-06-02T18:26:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
FERREIRA, Juliana Tito Rosa. Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de Copa do Mundo 2014. Franca, SP, 2016. 121 f. Dissertação (Mestrado em Linguística) - Universidade de Franca. 2016. https://repositorio.cruzeirodosul.edu.br/handle/123456789/723 |
identifier_str_mv |
FERREIRA, Juliana Tito Rosa. Mulheres brasileiras: a trajetória textual e as entextualizações de duas camisetas esportivas em tempos de Copa do Mundo 2014. Franca, SP, 2016. 121 f. Dissertação (Mestrado em Linguística) - Universidade de Franca. 2016. |
url |
https://repositorio.cruzeirodosul.edu.br/handle/123456789/723 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
dc.publisher.none.fl_str_mv |
Universidade de Franca Brasil Pós-Graduação Programa de Mestrado em Linguística UNIFRAN |
publisher.none.fl_str_mv |
Universidade de Franca Brasil Pós-Graduação Programa de Mestrado em Linguística UNIFRAN |
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reponame:Repositório do Centro Universitário Braz Cubas instname:Centro Universitário Braz Cubas (CUB) instacron:CUB |
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Centro Universitário Braz Cubas (CUB) |
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CUB |
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CUB |
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Repositório do Centro Universitário Braz Cubas |
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Repositório do Centro Universitário Braz Cubas |
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Repositório do Centro Universitário Braz Cubas - Centro Universitário Braz Cubas (CUB) |
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bibli@brazcubas.edu.br |
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