Feminismo(s) midiático(s): apropriações de mulheres a partir do programa televisivo Amor & sexo

Abstract

In a context in which the media constitutes contemporary society, dedicating oneself to listening to people's reports about it, is trying to understand how individuals appropriate and construct their subjectivities / identities from and with it. In this way, this research seeks to understand the appropriation of women on themes broadcast by Rede Globo's Amor & Sexo. The program has prestige on Brazilian television because it has been present since 2009 on the largest television station in Brazil. Amor & Sexo was selected as a way to instigate the interviewees' speeches on topics that address feminism and post-feminism. The latter, a more recent phenomenon, has manifested itself mainly in media culture as a new guise for the feminist movement. Post-feminism is mainly dedicated to the focus on the individual, on selfsurveillance, on success and on individual effort converging towards empowerment. The main objective of the research is to point out how the relations with feminism - and post-feminism - in the program Amor & Sexo are appropriated by the interviewees. The secondary objectives are to: a) know the interviewees' interest in the program's themes; b) to identify differences / similarities in the appropriation of program themes by a diverse group of women interviewed; c) to analyze the appropriations of women on topics discussed in the program Amor & Sexo. The methodological strategy involves four techniques: semi-structured interview, participant observation (joint assistance of the program), identification form and notes in a field diary. For this, we went through the theoretical discussion about cultural studies; feminist epistemology; intersectionality; feminism; post-feminism; relations between media / identities and media appropriation. In the end, it was possible to notice that the interlocutors' appropriations on the highlighted topics vary according to their social markers, above all, at the intersections between gender, race and class, when the focus is on representational issues. The ideals of the post-feminist phenomenon seem to coexist with some of the feminist movement (s). Both are part of the construction of the identities of the women interviewed. At the same time that there is a concern with individual issues, they also demand gender equity.