Consumo no masculino: representações de gênero nas estratégias publicitárias das revistas de estilo de vida masculinas

This research proposes the analysis of the representations of male characters associated with advertising while driving consumption strategies of men's style magazines in Portugal. Over the years, the society and the media have played a critical influence on the image of man, establishing social, cultural, aesthetic and on the behavior of male consumption patterns. Cultural and gender studies to analyze what is aired in the media seek to understand how they are portrayed social changes that permeate contemporary. The methodological approach was the analysis of visual content based on the thought This research proposes the analysis of the representations of male characters associated with advertising while driving consumption strategies of men's style magazines in Portugal. Over the years, the society and the media have played a critical influence on the image of man, establishing social, cultural, aesthetic and on the behavior of male consumption patterns. Cultural and gender studies to analyze what is aired in the media seek to understand how they are portrayed social changes that permeate contemporary. The methodological approach was the analysis of visual content based on the thought of Theo van Leeuwen, Carey Jewitt and Laurence Bardin. As a methodological framework we use to light the Study of Masculinities in the theorizing of Raewyn Connell and theorizing about consumption society of BaudrillardA pesquisa propõe a análise das representações dos personagens masculi-nos associados as estratégias publicitárias enquanto propulsoras de consumo das revistas masculinas de estilo de vida portuguesas. Ao longo dos anos, a sociedade e os meios de comunicação têm exercido uma influência crítica sobre a imagem do homem, estabelecendo padrões sociais, culturais, estéti- cos e sobre o comportamento de consumo masculino. Os estudos culturais e de gênero ao analisarem o que é veiculado na mídia procuram entender como são retratadas socialmente as mudanças que permeiam a contempora- neidade. A abordagem metodológica foi a análise de conteúdo visual baseada no pensamento de Theo Van Leeuwen, CareyJewitt e Laurence Bardin. Como quadro metodológico recorremos à luz dos Estudos das Masculinidades nas teorizações de Raewyn Connell e das teorizações sobre sociedade de consumo de Baudrillard