Misoginia e Seximos na Mídia Impressa Brasileira: Uma Análise Semiótico-Discursiva da Imagem das Candidatas à Presidência da República (1989 a 2018)

Resumo (EN)

The present study proposes a semiotic analysis on the construction of the image of the candidates for the presidency of the Republic in the Brazilian print media, between 1989 and 2018. The first woman to participate in the election was Lívia Maria Ledo Pio de Abreu, in 1989. In 1998, almost ten years later, Thereza Ruiz postulated the post. In 2006, Ana Maria Rangel and Heloísa Helena, entered the dispute. Four years later, in 2010, Dilma Rousseff and Marina Silva were candidates. In 2014, Dilma Rousseff ran for reelection, with Marina Silva former Deputy Luciana Genro. In the 2018 elections, three candidates ran for the election, namely: Marina Silva, Vera Lúcia and Manuela D'Ávila, who one week after official candidacy by PCdoB, undid the same to compose the Workers Party (PT) plate as deputy from Fernando Haddad. Our main research problem is to show the ways in which the media act in building the image of candidates for presidential elections. In this respect, there are four hypotheses that we defend: the first, of a general nature, is that the media acted dysphorically in the composition of each candidate as a subject incapable of performing the function for which she was intended; The second is that through verbal and imagetic language, the political and media discourses conveyed by O Globo, The State of S. Paulo (Estadão), The Folha de S. Paulo, Magazines Veja, That is, Exame and Epoca created and propagated gender stereotypes disqualifying the candidates, reiterating in each of these processes the culture of prejudice, submission, sexism and misogyny that permeates the Brazilian political scene; The third is that these stereotypes are consolidated through the emergence of precise thematic roles (the witch, the hysteric, etc.). The fourth is that, according to the theory of narrativity proposed by the French School of Semiotics of Algirdas J. Greimas, it is difficult for women to establish themselves as “subjects” and at the most, actuarially as “adjuvants” or assistants. The projection released by the Davos Forum in Switzerland (G1, 2018) points out that it will take approximately 200 years for women's rights to be respected, among other frightening statistics, inspiring this work. We use as a basis for theoretical and methodological foundation the semiotic concepts based on Greimas and Courtés (2008), Greimas (1975, 1984, 2017), Eric Landowski (1992, 2004, 2012, 2014), Jean-Marie Floch (1987), Ana Cláudia Oliveira (2004), authors in the field of communication such as Muniz Sodré (2016), semiotics and politics Paolo Demuru (2018, 2019) and Maria Paula Piotto da Silveira Guimarães (2012). Others researching gender including Adriana Piscitelli (2009) and in the field of women's representation in the media and politics, Flávia Biroli (2010), Fernanda Ferreira Mota (2014) and Luis Felipe Miguel (2009), from the Policy Institute of the University of Brasilia.