Production of meaning about women in the discourse of Claudia magazine over a decade (2009-2019)

Abstract

The main objective of the research is to analyze which meanings about women are produced in the journalistic discourse of Claudia magazine over the last decade, between 2009 and 2019. For this, covers and cover stories of 12 editions published during this period are analyzed, seeking to map the discursive marks that constitute meanings about women and identify if there is reproduction of stereotypes about the female gender. Through the French Discourse Analysis methodology, seven discursive formations were identified involving the reinforcement of beauty, consumption, professionalism, multitasking ability, motherhood, marriage and power as attributes related to the women. In such cores of meanings, between 2009 and 2019, it was possible to notice a modification in the discourse of the magazine, with the decrease of the reproduction of stereotypes and the strengthening of women as battlers. However, the meanings continue to legitimize certain attributions traditionally associated with the female gender, reiterating an ideal of “being a woman”.

Keywords: Magazine journalism. Discourse. Women. Stereotype. Claudia.