Beatriz Beraldo
Beatriz Beraldo é Professora Adjunta da Faculdade de Comunicação da Universidade de Brasília -UnB. É doutora em Comunicação Social pelo PPGCOM PUC-Rio e obtém o título de mestre em Comunicação e Práticas do Consumo pela Escola Superior de Propaganda e Marketing (ESPM) - SP. Possui bacharelado em Comunicação Social - Publicidade e Propaganda pelo UNINORTE/Laureate (2009) e é Licenciada em Letras pela UEA (2011). Exerceu os cargos de redatora e revisora em agência de publicidade.
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Abstract: This article aims to show, in historical perspective, moments of close linkage between the political action of feminism and the modern consumer practices. The central focus will be the analysis of the emergence of the bicycle as a consumer good. Although it was thought for men, bicycle was-in the United States and in several European countries-appropriated by women, who quickly became its main consumers. The arrival of this good of consumption was related to the feminist struggles for emancipation, provoking a wave of social transformations.
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Abstract: This article aims to show, in historical perspective, moments of close linkage between the political action of feminism and the modern consumer practices. The central focus will be the analysis of the emergence of the bicycle as a consumer good. Although it was thought for men, bicycle was-in the United States and in several European countries-appropriated by women, who quickly became its main consumers. The arrival of this good of consumption was related to the feminist struggles for emancipation, provoking a wave of social transformations.
The article is based on social representation theories and it discusses the symbolic construction of woman's role in society using fairy tales narratives as a support, specially the stories from Disney. For this, the authors propose that the movie Frozen (2014) represents a modern reading of the traditional fairy tales, seeing the leadership of Princess Elsa as a possible adoption of feminist policies in children's stories produced by one of the world's largest media conglomerate.