#SouDonnadeMim e a diversidade feminina em pauta: uma análise da campanha de reposicionamento editorial da revista Donna
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2020Type
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#SouDonnadeMim and feminine diversity on the agenda: an analysis of Donna Magazine’s editorial repositioning campaign
Subject
Abstract in Portuguese (Brasil)
Abstract
The study evaluates the repositioning of Donna’s magazine, a feminine oriented multiplatform brand from “Grupo RBS”, which is distributed as part of Zero Hora newspaper. It analyses five printed advertisements, the play “Já conhece a Cecília?”, and the edition in which the change was implemented (13-May-2017). The objective of the analyses is to assess how the message of the selected content constructs the image of a publication that is associated with, and recognizes, the diversity of feminine ...
The study evaluates the repositioning of Donna’s magazine, a feminine oriented multiplatform brand from “Grupo RBS”, which is distributed as part of Zero Hora newspaper. It analyses five printed advertisements, the play “Já conhece a Cecília?”, and the edition in which the change was implemented (13-May-2017). The objective of the analyses is to assess how the message of the selected content constructs the image of a publication that is associated with, and recognizes, the diversity of feminine identities. It can be observed that the studied material show Donna’s effort to be recognized as a contemporary magazine, employing discourses and themes that are close to the feminism, seeking to represent diverse and marginal feminine identities, so far unfeasible by regular publications. However, it also displays a poor and shallow representation of the covered subjects, with a market-oriented, individualist, restricted and elitist representation of diversity, which can be constructed as a “market feminism”. ...
In
Conexão : comunicação e cultura. Caxias do Sul. Vol. 18, n. 35 (jan./jun. 2019), p. 119-146
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National
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Journal Articles (39673)Applied and Social Sciences (4022)
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