Work

#MATERNIDADESEMJULGAMENTOS: negociações de sentidos sobre culpa e amor materno entre consumidoras de O Boticário

Year: 2024

Type: article

Abstract: This article explores interpretations of the meanings related to the Motherhood Without Judgments campaign, launched in 2022 by the brand O Boticário. The proposal is to discuss how advertising enables the study of the circulation of meanings about motherhood, mothering, and its consequences in women's lives, considering the context and sociocultural values. The social representations and the encoding/decoding model of Stuart Hall (2009) bases the theoretical and methodological framework, which we applied in the interpretative analysis. The empirical material consists of 92 posts. Results indicate that the advertising discourse interacts with consumers in a discursive space, where the hegemonic sense of patriarchal motherhood prevails. We also observed contestation practices and the production of a political vision on motherhood and mothering, which questions the social structure and gender, race, and class inequalities.

Source: LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Científicas)

DOI: 10.1590/1809-58442024104

Authors: Oliveira-Cruz, Milena Freire, Conrad, Kalliandra, Collier de Mendonça , Maria

Institutions: Universidade Federal de Santa Maria, Universidade Tecnológica Federal do Paraná

Language: English

Topic: Media, Gender, and Advertising

Subfield: Gender Studies

Field: Social Sciences

Domain: Social Sciences

SDG: Gender equality

Open Access status: green

OpenAlex ID: W7119849362

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