Midiatizando e memetizando o feminismo no meme "bela, recatada e do lar"

Abstract

The meme “Bela, Recatada e do Lar” was born after a report of Veja Magazine on April 18, 2016. It was about the first lady at that time, Marcela Temer, bringing the triad of adjectives “beautiful, modest and housewife” as compliments and admirable attributes of a woman. In few days, the report became a feminist meme as a counter-hegemonic media tool to counteract the elements of femininity exposed. Therefore, we seek to understand and analyze the symbolic constructions that the meme generated and their diffusion. For this, from an hermeneutic analysis and a case study, based on the literature on gender and mediatization, memes concentrated on Tumblr www.belarecatadaedolar.tumblr.com are analyzed. For choosing the memes, we used randomness as criterion, considering the spontaneous creation of this virtual narrative, since all the memes created and the bodies exposed and presented were images voluntarily sent by women who sought to demystify the image of the ideal woman as being that of the triad of adjectives used by the magazine. In the analysis, it was possible to identify that, with technological advances and network feminism, emerge tools made from subjects to subjects, which create new perspectives with openness to debates and discussions about the movement. It appears a new logic of feminist thinking and acting, in which imagery memes are included as the fastest and large-scale dissemination tool due to their high degree of replicability, having as its main model the representation of a flag body (GOMES; SORJ, 2014) emancipatory and plural. With this subversive and protest body, within the meme, he seeks to address issues of the feminist movement, such as: the right to the body, the relationship of women in the public/private space, aesthetic and behavioral patterns, among others.