O Cruzeiro nas (trans)formações sociais: análise dos discursos sobre a mulher (1943 a 1955)

Abstract

The purpose of this dissertation is to identify and to analyze the construction of the various O Cruzeiro magazine speeches about the women between 1943 and 1955. As a secondary proposal, it will be examined the Nacional-Desenvolvimentista speech presence impregnated by the progress ideal that interfered in the modern woman identity construction. O Cruzeiro was one of the most important Brazilian magazines, which marked the history of Brazilian press and journalism with the introduction of technical and editorial innovations, valuing the printing of images, initiating the photo-journalism and the special reportages. The magazine has become a flagship of the Brazilian society, especially in the Anos Dourados and therefore an interesting object of analysis. The hypothesis developed is that journalistic production and the press interfere, directly or indirectly, intentionally or not, in society´s dynamics, causing changes in political processes and social behavior. It was also worked the idea that the historical context (political-economic-social) influences the periodicals production and in a fuzzy way demands the communication vehicles to re-elaborate the concepts and speeches to adjust themselves to their audience. Theoretical and methodological basis are founded in the work of Social Communication and the Social & Cultural History theorists. The methodology was based on quantitative and qualitative analyses of the magazine pages published between 1943 and 1955, which represents the magazine golden years. This study concluded that the magazine speeches were plural and even contradictory, in some moments, without a clear editorial project and homogeneity in the issues. The magazine provoked social (trans)formations and had a strong influence in the social behavior and in the Brazilian political, economical and cultural history