“Modas e modos”: o feminino na revista Jornal das Moças, Rio de Janeiro/RJ (década de 1950).

Abstract

The magazine “Jornal das Moças” circulated in Brazil between 1914 and approximately 1964. Its audience was mainly women, as it linked in its content several themes that referenced the female daily life, such as beauty, morals, marriage and fashion. Our research has as a time frame the 1950s, a period marked by changes both in practices and customs, evidencing a North American lifestyle marked by consumption and economic optimism for development. Based on this, I seek to problematize how the feminine is presented in this periodical that directly or indirectly influenced the lives of its consumers and how it contributed to the formation of a woman's profile. What female image was this propagated by the Jornal das Moças at that time? Not only when it comes to being a woman, but also the practices that surround you. We focused in particular on the analysis of a specific column that was Troças e Traços, in which it linked jokes, anecdotes and cartoons. The jokes were like this, representations of gender relations in that period in which women were represented in a negative and pejorative way. We used as theoretical support the authors Pinsky (2014), Almeida (2008), Scott (1995), Marques (2014), among others.