Consumers and Heroines: Gender in Soap Operas

Authors

  • Heloisa Buarque de Almeida Núcleo de Estudos de Gênero – Pagu, UNICAMP

DOI:

https://doi.org/10.1590/S0104-026X2007000100011

Abstract

This article explores the relationship between television soap operas, consumption and gender, in order to understand how media is articulated to the promotion of goods and of consumer culture, and how gender is a very important axis of such articulation. The research has originally started from a soap opera reception ethnography, but unfolded in the analysis of the relationship between television and advertising, discussing the feminilization of consumption and the construction of a certain hegemonic female image both in soap operas and in advertising.

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Published

2007-01-11

How to Cite

Almeida, H. B. de. (2007). Consumers and Heroines: Gender in Soap Operas. Revista Estudos Feministas, 15(1), 177. https://doi.org/10.1590/S0104-026X2007000100011

Issue

Vol. 15 No. 1 (2007)

Section

Thematic Section

License

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