Publicity as Cultural Pedagogy: gender representations in the Jean-Paul Gaultier campaigns

Authors

DOI:

https://doi.org/10.17058/rea.v28i2.14051

Keywords:

Cultural pedagogy, Cultural Studies, Publicity, Gender.

Abstract

Understanding that educational processes have extended beyond a reflection merely focused on formalized spaces of education, this article sheds light on advertising, conceiving it as a cultural artifact that constitutes identities.Through a bias based on the interface between Cultural Studies and Gender Studies, we try to identify, in the light of cultural analysis, the gender representations found in 04 images of the campaigns of the fragrances Le Male and Classique by Jean-Paul Gaultier, pointing out that These, based on an idea of virile and potent masculinity, as well as a sweet and sensual femininity, carry stereotyped gender identities that educate the subjects through the idea of a naturalization of certain behaviors attributed, dichotomically, to men and women.

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Author Biographies

Alcidesio Oliveira da Silva Junior, Universidade Federal da Paraíba

Mestrando em Educação na linha de Estudos Culturais da Educação (PPGE/UFPB), integrante do Grupo de Pesquisa Gênero, Educação, Diversidade e Inclusão (GEDI/PPGE/UFPB) e do Laboratório de Experiência, Visualidade e Educação (LEVE/UFPE). E-mail: ateneu7@gmail.com.

Jeane Félix, Universidade Federal da Paraíba

Professora Adjunta vinculada ao Departamento de Habilitações Pedagógicas e ao Programa de Pós-graduação em Educação do Centro de Educação da Universidade Federal da Paraíba na linha dos Estudos Culturais da Educação. Coordenadora do Grupo de Pesquisa Gênero, Educação, Diversidade e Inclusão (GEDI/PPGE/UFPB).

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Published

2020-06-02

How to Cite

Oliveira da Silva Junior, A., & Félix, J. (2020). Publicity as Cultural Pedagogy: gender representations in the Jean-Paul Gaultier campaigns. Reflexão E Ação, 28(2), 44-57. https://doi.org/10.17058/rea.v28i2.14051

Issue

Vol. 28 No. 2 (2020): Dossiê: Deslocamentos na Educação Contemporânea

Section

Dossiê Temático: Deslocamentos na Educação Contemporânea

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