É para menino ou para menina? representações de masculinidade e feminilidade

Abstract

We seek to understand the representations created and disseminated by the business media, thatcontaminate, if not encourage, the practices of men and women in organizational context. Weanalyzed eight periodic magazines referring to the stereotype of business men and women. Thesamples were copies of the Brazilian magazines Exame, IstoÉ Dinheiro, Época Negócios, PequenasEmpresas & Grandes Negócios, Cláudia, Marie Claire, VIP and Playboy. Our analysis was based onSemiotics, the science concerned to the study of signs, which treats on the signifying possibilities ofthe several forms of language, whether verbal or not. We note that the division of the social scenerybetween masculine and feminine roles in the representations disseminated by the media stimulatesand reifies social practices, as in a vicious circle, in which the reader follows consuming thecontents of these magazines, that confirm beliefs already entrenched in the society.