A representação da figura feminina na revista o cruzeiro nas décadas de 1960 à 1975

Abstract

This study analyzes the representations of the female figure in the magazine O Cruzeiro between 1960 and 1975, using Joan Scott's concept of representation as a theoretical basis. Adopting a historical-cultural approach and content analysis, it investigates how women were portrayed in different roles, such as housewife, ideal mother, consumer and object of desire. Digitized editions of the magazine were the primary sources, complemented by authors who discuss gender and media. The results indicate that the representations reflected the conservative values of the time and were in dialogue with the transformations driven by feminist movements, offering insights into the perpetuation and rupture of gender stereotypes.