Nem recatas e nem do lar: o lugar de trabalho das mulheres nas agências de publicidade, a partir das noções de campo e habitus

Abstract

In this study, we want to know how advertising, as a field, defines the position of women’s work in agencies, on the matter of gender stereotypes. For this, fundamented on a cartographic thinking, we build a theoretical map of advertising as a field, focused on the work relations, on the power disputes and the issues of gender, examining, based on the perspectives of field and habitus, the division of labor by gender, and analysing if the new studies and iniciatives about the role of women in adversiting concern on the daily routine of agencies. We believe that to better understand how the relations between agents occur in the area, and amongst the subfields of advertising, the best is to privilege the interactions that happen on the work environment, so we made non-participant observations in two agencies of Porto Alegre and in-depth interviews with professionals who work in them. As we can observe, intrinsic to the interactions are the power disputes, that often have the gender as a prevailing fator.