PAPÉIS EM REVISTA: ENSINO DE HISTÓRIA E AS REPRESENTAÇÕES DE GÊNERO NA PUBLICIDADE DA REVISTA O CRUZEIRO (1930-1975)

Abstract

This dissertation text is the search result of master and constitutes an analysis of the use of sources for History teaching in basic education. The goal is to denaturalize the social representations of gender. The sources used were commercials broadcast by the magazine O Cruzeiro between 1930 and 1975, a period of its circulation in Brazil. This time frame allows questioning of ruptures and continuities in social representations and their gender relations arising. There are numerous researches in various fields, which have as their object of analysis this publication. What is diferent in this work by others is the proposal in use the publicity in and/or for History teaching. The research investigated and became learnable the representations of gender found in advertising pieces, leading to a deconstruction of stereotypes. It is a documentary research and the methodological resource used was the analysis of content considering the phases pointed out by Bardin (2011): description, inference and interpretation. The selection of the advertisements and the categorization of the data collected was based on the theory of social representations proposed by Serge Moscovici (2012). Representation shapes behaviors when it becomes unfamiliar into familiar. This allows us to infer about what it was to be a man and to be a woman in that historical context. The pedagogic analysis was carried out in the form of a para didactic material that can be used in the classroom or that collaborates with the teachers of Basic Education in the construction of a school knowledge that contemplates all the subjects and not only those built by an official memory. It was elaborated considering significant moments in the history of women and therefore of men, such as their participation in political life, representations of modernity and sexual revolution. The production sought another proposed approach of the History of Brazil, starting from the gender category.