Body education: the series Mulher and the promotion of educational messages regarding medicine messages

Detalhes bibliográficos
Autor(a) principal: Almeida, Heloisa Buarque de
Data de Publicação: 2017
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Estudos Feministas
Texto Completo: https://periodicos.ufsc.br/index.php/ref/article/view/30652
Resumo: This article reflects on a TV series called Mulher (Woman), exhibited by Rede Globo in 1998-1999, in Brazil, targeting female audiences. Particular attention is drawn to the intense social merchandising related to medical and preventive health matters throughout the series. The story of two gynecologists, depicted by means of a melodramatic and comic narrative, promotes messages on female health, valuing ideas concerning the care and medicalization of the body. This text discusses two aspects: the social context as well as the specific period in open TV broadcasting in which this series was produced; and how medical and technological issues are presented. In order to interpret the series’ content, the merchandising process as well as its use of a certain melodramatic narrative structure is analyzed.
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spelling Body education: the series Mulher and the promotion of educational messages regarding medicine messagesEducação do corpo: o seriado Mulher e a promoção de mensagens médico-educativasThis article reflects on a TV series called Mulher (Woman), exhibited by Rede Globo in 1998-1999, in Brazil, targeting female audiences. Particular attention is drawn to the intense social merchandising related to medical and preventive health matters throughout the series. The story of two gynecologists, depicted by means of a melodramatic and comic narrative, promotes messages on female health, valuing ideas concerning the care and medicalization of the body. This text discusses two aspects: the social context as well as the specific period in open TV broadcasting in which this series was produced; and how medical and technological issues are presented. In order to interpret the series’ content, the merchandising process as well as its use of a certain melodramatic narrative structure is analyzed.O artigo apresenta uma reflexão sobre o seriado Mulher, exibido pela Rede Globoentre 1998 e 1999, dirigido ao público feminino e que concentrava uma intensa programaçãodo chamado merchandising social voltado a temas médicos e preventivos. Através da narrativasobre duas ginecologistas, o seriado tanto desenvolvia histórias melodramáticas e cômicas,como promovia intensamente uma série de mensagens voltadas aos temas da saúde feminina,valorizando noções de medicalização e cuidados com o corpo. O trabalho explora doisaspectos: parte do contexto (social e da emissora) em que se insere Mulher e como questõesmédicas e de tecnologia são apresentadas. Para interpretar o conteúdo do seriado, buscarefletir sobre o merchandising e o uso de certa estrutura narrativa do melodrama que facilitariaum tom pedagógico, visando promover práticas de cuidadoUniversidade Federal de Santa Catarina2017-02-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionanálise de seriado de televisão, estudo sobre a produçãoapplication/pdfhttps://periodicos.ufsc.br/index.php/ref/article/view/3065210.1590/%xRevista Estudos Feministas; Vol. 25 No. 1 (2017); 315-335Revista Estudos Feministas; Vol. 25 Núm. 1 (2017); 315-335Revista Estudos Feministas; v. 25 n. 1 (2017); 315-3351806-95840104-026Xreponame:Revista Estudos Feministasinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/ref/article/view/30652/33677Copyright (c) 2018 Revista Estudos Feministasinfo:eu-repo/semantics/openAccessAlmeida, Heloisa Buarque de2018-09-20T12:48:06Zoai:periodicos.ufsc.br:article/30652Revistahttps://periodicos.ufsc.br/index.php/ref/indexPUBhttps://periodicos.ufsc.br/index.php/ref/oai||ref@cfh.ufsc.br1806-95840104-026Xopendoar:2022-11-21T11:38:16.407845Revista Estudos Feministas - Universidade Federal de Santa Catarina (UFSC)true
dc.title.none.fl_str_mv Body education: the series Mulher and the promotion of educational messages regarding medicine messages
Educação do corpo: o seriado Mulher e a promoção de mensagens médico-educativas
title Body education: the series Mulher and the promotion of educational messages regarding medicine messages
spellingShingle Body education: the series Mulher and the promotion of educational messages regarding medicine messages
Almeida, Heloisa Buarque de
title_short Body education: the series Mulher and the promotion of educational messages regarding medicine messages
title_full Body education: the series Mulher and the promotion of educational messages regarding medicine messages
title_fullStr Body education: the series Mulher and the promotion of educational messages regarding medicine messages
title_full_unstemmed Body education: the series Mulher and the promotion of educational messages regarding medicine messages
title_sort Body education: the series Mulher and the promotion of educational messages regarding medicine messages
author Almeida, Heloisa Buarque de
author_facet Almeida, Heloisa Buarque de
author_role author
dc.contributor.author.fl_str_mv Almeida, Heloisa Buarque de
description This article reflects on a TV series called Mulher (Woman), exhibited by Rede Globo in 1998-1999, in Brazil, targeting female audiences. Particular attention is drawn to the intense social merchandising related to medical and preventive health matters throughout the series. The story of two gynecologists, depicted by means of a melodramatic and comic narrative, promotes messages on female health, valuing ideas concerning the care and medicalization of the body. This text discusses two aspects: the social context as well as the specific period in open TV broadcasting in which this series was produced; and how medical and technological issues are presented. In order to interpret the series’ content, the merchandising process as well as its use of a certain melodramatic narrative structure is analyzed.
publishDate 2017
dc.date.none.fl_str_mv 2017-02-10
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
análise de seriado de televisão, estudo sobre a produção
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/ref/article/view/30652
10.1590/%x
url https://periodicos.ufsc.br/index.php/ref/article/view/30652
identifier_str_mv 10.1590/%x
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/ref/article/view/30652/33677
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. 25 No. 1 (2017); 315-335
Revista Estudos Feministas; Vol. 25 Núm. 1 (2017); 315-335
Revista Estudos Feministas; v. 25 n. 1 (2017); 315-335
1806-9584
0104-026X
reponame:Revista Estudos Feministas
instname:Universidade Federal de Santa Catarina (UFSC)
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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)
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