Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo

Abstract

The central theme of the research focuses on the construction of female identities in advertising, with a focus on football-related campaigns. The object of the analysis is Rede Globo's adverti-sing campaign, which ran from May to June 2019, entitled “A Copa das Mulheres”. Through six audiovisual pieces, the series seeks to publicize the broadcast of the FIFA Women's World Cup on the broadcaster. In this sense, we have as a general objective to analyze the female representations linked in the advertising campaign “A Copa das Mulheres”. As specific objec-tives we intend to: map the Brazilian historical, cultural, social and economic contexts that configure football in the country and its gender relations; to tension the construction of female representations in sports advertising; identify how women are represented in Rede Globo “A Copa das Mulheres” campaign; tense the role of advertising in football and its gender relations. For this, we apply the Cultural Studies, using as a methodological resource the análise cultural-midiática, based on Williams (1979), aiming to understand the historical context of football in Brazil, the presence of women and also women's identities and representations in this sport. In order to deepen the study, the textual analysis proposed by Casetti and Chio (1999) was used, scripted from four stages, namely: subjects and interactions; verbal texts; the story; the scene. As a result, it was observed that Rede Globo's advertising campaign for the 2019 World Cup fosters a current problematization, in which the presence of women in football has become an emerging agenda, in the process of inclusion, albeit as a residual agenda, carry traces of preju-dice. In the “A Copa das Mulheres” campaign, three of the six audiovisuals approach a specific player, placing her in a prominent position. It was concluded that the basic representation of these characters is guided by “going to fight like every Brazilian woman”, seeking to give pro-ximity to the stories told with the culture experienced by the viewers. As a consequence, both advertisements approach that the passion for football in childhood is not exclusive to men, exercising the breaking of a dominant view, in which girls also dream of being football players. It was also analyzed, in the remaining three audiovisuals, that female representation in football functions as a mirror of society, exposing the daily struggle of women in various areas, not only for gender equality, but also for the daily ordeal to which they are exposed by simple the fact that they are women.