Representações genderless: mediações entre cultura vivida e registrada em audiovisuais publicitários de moda

Abstract

In the present research, we analyzed how the mediations between the lived culture and the registered culture, tensioned by hegemony, contribute to the construction of genderless representations in audiovisual fashion advertising. Our general objective is to analyze the construction of genderless representations based on gender and fashion mediations and audiovisual fashion advertising. As specific objectives we propose: to contextualize the contributions of gender and fashion in the social construction of subjects, in the historical, political, social, economic and cultural spheres; find out how gender standards are constructed in fashion advertising audiovisuals; identify genderless representations in fashion advertising audiovisuals (Everything Beautiful & Mixed, Awakening, Mixed, Dating (C&A); À La Garçonne Collection 02 - 2017; Youcom | Winter Collection '18; Autumn-Winter 2018 | Renner #pratodosverem #pracegover; TommyXLewis | Lewis Hamilton; Lewis Hamilton #tommyxlewis Fall 19; Ellus | Winter 2019); and to tension, based on hegemony, the mediations of gender and fashion and of audiovisual fashion advertising in the construction of the analyzed genderless representations. For this, we seek, through the elaboration of a specific methodological path, based on the perspective of Williams' cultural analysis (2003), to treat the research object from two instances: a) lived culture, analyzed based on the historical macro contexts , social, political, economic and cultural fashion and gender in society; and b) registered culture, analyzed from the audiovisual fashion advertising of the corpus. The concept of mediation is used, understood in this research as an interpretation of reality, tensioning with hegemony to finalize the analytical process. We realized that the genderless representations considered are all negative, bringing invisibility, silencing, prejudices and stigmas to individuals without gender. Still, in these productions, heteronormative power, sexual and gender stereotyping and confusions between genderless fashion and unisex fashion stand out. Therefore, it is emphasized, it is necessary that fashion brands and society, when working with gender diversity and its representation, give voice to the plurality of subjects in order to combat stereotypes and discrimination with the LGBTQIA + population.