‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements
Autor(a) principal: | |
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Data de Publicação: | 2004 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Estudos Feministas |
Texto Completo: | https://periodicos.ufsc.br/index.php/ref/article/view/S0104-026X2004000200004 |
Resumo: | This paper discusses the views of public health workers from the Family Health Program of Porto Alegre/RS on the HIV/AIDS television advertisements which played a role in the official HIV/ AIDS prevention campaigns in Brazil from 1994 to 2000. The aim of this discussion is to contribute to the critical reading of this sort of educative enterprise, with attention to the gender relations represented in such advertisements. Working from a cultural analysis perspective, the authors analyze the discourses that constitute two representations: the ‘shameless woman’ and the ‘responsible traitor’. The authors argue that these representations are produced, among other manners, through the very knowledge that informs the prevention campaigns, and that these representations end up reinforcing behaviors and gender and sexual practices that they intend to transform or to sever. |
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‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements‘Mulher sem-vergonha’ e ‘traidor responsável’: problematizando representações de gênero em anúncios televisivos oficiais de prevenção ao HIV/AIDSThis paper discusses the views of public health workers from the Family Health Program of Porto Alegre/RS on the HIV/AIDS television advertisements which played a role in the official HIV/ AIDS prevention campaigns in Brazil from 1994 to 2000. The aim of this discussion is to contribute to the critical reading of this sort of educative enterprise, with attention to the gender relations represented in such advertisements. Working from a cultural analysis perspective, the authors analyze the discourses that constitute two representations: the ‘shameless woman’ and the ‘responsible traitor’. The authors argue that these representations are produced, among other manners, through the very knowledge that informs the prevention campaigns, and that these representations end up reinforcing behaviors and gender and sexual practices that they intend to transform or to sever.O artigo discute, a partir da ótica de agentes comunitários/as de saúde que trabalham no Programa de Saúde da Família na periferia de Porto Alegre/RS, anúncios televisivos que integraram campanhas oficiais de prevenção ao HIV/aids implementadas no Brasil (de 1994 a 2000) com o objetivo de contribuir para uma leitura crítica desse tipo de material, considerando as relações de gênero ali representadas. Analisam-se, sob o enfoque da análise cultural, discursos que instituem duas representações: a de ‘mulher sem-vergonha’ e a de ‘traidor responsável’. Argumenta-se que representações como essas são produzidas, entre outras instâncias, pelo próprio conhecimento que dá suporte às campanhas de prevenção e que elas acabam reiterando comportamentos e práticas de gênero e sexuais que pretendem transformar ou romper.Universidade Federal de Santa Catarina2004-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/ref/article/view/S0104-026X200400020000410.1590/S0104-026X2004000200004Revista Estudos Feministas; Vol. 12 No. 2 (2004); 51Revista Estudos Feministas; Vol. 12 Núm. 2 (2004); 51Revista Estudos Feministas; v. 12 n. 2 (2004); 511806-95840104-026Xreponame:Revista Estudos Feministasinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/ref/article/view/S0104-026X2004000200004/7861Copyright (c) 2018 Revista Estudos Feministasinfo:eu-repo/semantics/openAccessMeyer, Dagmar Estermanndos Santos, Luis Henrique Sacchide Oliveira, Dora Lúcia Leidens CorreaWilhelms, Daniela Montano2020-01-30T08:19:23Zoai:periodicos.ufsc.br:article/8573Revistahttps://periodicos.ufsc.br/index.php/ref/indexPUBhttps://periodicos.ufsc.br/index.php/ref/oai||ref@cfh.ufsc.br1806-95840104-026Xopendoar:2022-11-21T11:37:29.672189Revista Estudos Feministas - Universidade Federal de Santa Catarina (UFSC)true |
dc.title.none.fl_str_mv |
‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements ‘Mulher sem-vergonha’ e ‘traidor responsável’: problematizando representações de gênero em anúncios televisivos oficiais de prevenção ao HIV/AIDS |
title |
‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements |
spellingShingle |
‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements Meyer, Dagmar Estermann |
title_short |
‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements |
title_full |
‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements |
title_fullStr |
‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements |
title_full_unstemmed |
‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements |
title_sort |
‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements |
author |
Meyer, Dagmar Estermann |
author_facet |
Meyer, Dagmar Estermann dos Santos, Luis Henrique Sacchi de Oliveira, Dora Lúcia Leidens Correa Wilhelms, Daniela Montano |
author_role |
author |
author2 |
dos Santos, Luis Henrique Sacchi de Oliveira, Dora Lúcia Leidens Correa Wilhelms, Daniela Montano |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Meyer, Dagmar Estermann dos Santos, Luis Henrique Sacchi de Oliveira, Dora Lúcia Leidens Correa Wilhelms, Daniela Montano |
description |
This paper discusses the views of public health workers from the Family Health Program of Porto Alegre/RS on the HIV/AIDS television advertisements which played a role in the official HIV/ AIDS prevention campaigns in Brazil from 1994 to 2000. The aim of this discussion is to contribute to the critical reading of this sort of educative enterprise, with attention to the gender relations represented in such advertisements. Working from a cultural analysis perspective, the authors analyze the discourses that constitute two representations: the ‘shameless woman’ and the ‘responsible traitor’. The authors argue that these representations are produced, among other manners, through the very knowledge that informs the prevention campaigns, and that these representations end up reinforcing behaviors and gender and sexual practices that they intend to transform or to sever. |
publishDate |
2004 |
dc.date.none.fl_str_mv |
2004-01-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/ref/article/view/S0104-026X2004000200004 10.1590/S0104-026X2004000200004 |
url |
https://periodicos.ufsc.br/index.php/ref/article/view/S0104-026X2004000200004 |
identifier_str_mv |
10.1590/S0104-026X2004000200004 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/ref/article/view/S0104-026X2004000200004/7861 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Revista Estudos Feministas info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Revista Estudos Feministas |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
dc.source.none.fl_str_mv |
Revista Estudos Feministas; Vol. 12 No. 2 (2004); 51 Revista Estudos Feministas; Vol. 12 Núm. 2 (2004); 51 Revista Estudos Feministas; v. 12 n. 2 (2004); 51 1806-9584 0104-026X reponame:Revista Estudos Feministas instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
instname_str |
Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Revista Estudos Feministas |
collection |
Revista Estudos Feministas |
repository.name.fl_str_mv |
Revista Estudos Feministas - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
||ref@cfh.ufsc.br |
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