O lugar da mulher nas páginas de O Cruzeiro: O caso de elegância e beleza e da mulher para a mulher na década de 1960

Abstract

O Cruzeiro It was a magazine of varieties, covering various subjects of Brazilian society. The focus of this dissertation are the pages devoted to womens, therefore the sections Elegância e Beleza and Da Mulher para a mulher, were analyzed. In Elegância e Beleza, women should take care of your health and appearance to avoid losing femininity, a characteristic arduously defended by the magazine. The woman should meet certain standards of beauty, one of the most exalted is thinness. To be beautiful the woman has to be thin. The aesthetic that appears more as a benchmark for beauty is the youth. Standards of female beauty are represented, how a woman should be and how to achieve a standard of beauty accepted and desired. The second section, Da Mulher para a mulher, worked like a sentimental post, where women and men wrote to the section reporting their emotional and affective problems. The section functioned like a regulator of female life, regulating how women should be and act in society, reinforcing a stereotypical and sexist role that women are inferior to men.