Beleza e comportamento nas páginas do Jornal das Moças : uma análise da influência do Star System na sociedade brasileira dos anos 1950

Abstract

Based on the theoretical reflections of researchers such as Edgar Morin (1989), Gilles Lipovetsky (1987), Antoine Prost (1991) and Zygmunt Bauman (2009), this thesis analyses the female beauty stereotypes propagated by Star System in the brazilian society in the 50’s. For this, the films Gentlemen Prefer Blondes (1953) and Sabrina (1954), in which the protagonists were Marilyn Monroe (1926-1962) and Audrey Hepburn (1929-1993), and some editions of Rio de Janeiro “Jornal das Moças”, an illustrated journal for women that was published nationally between 1914 and 1968, were selected. Among the purposes of this thesis are the identification and discussion of the aesthetic / behavioral expressions conveyed by Marilyn Monroe and Audrey Hepburn in those two films, and the identification and analysis of the influence practiced by those expressions in the creation and diffusion of a female stereotype presented in the pages of the periodical “Jornal das Moças”. Allied to the theoretical / methodological contribution of these authors, three categories of analysis were created: (I) Beauty; (II) Hollywood News; and (III) Behavior, which are fundamental elements for the exercise of the approach between the “Jornal das Moças” and the Star System. The analysis reveals that the aesthetic / behavioral expressions propagated by Marilyn Monroe and Audrey Hepburn, through the Star System, had their appropriation and disclosure subjected to the moral principles and the concept of beauty defended and spread by the journal “Jornal das Moças” that was in consonance with the moral and aesthetic values in Brazilian society in the 1950s. The analysis of the aesthetic / behavioral expression diffused by Hollywood and “Jornal das Moças” in Brazil in the 1950s allows us to reflect on the representations of gender and the processes of historical construction of men and women.