A construção discursiva da mulher no mercado de trabalho a partir da revista Exame

Abstract

The present study is related to a research that aims to analyze the woman’s discursive construction in job market from Exame magazine. Throughout this theme, it is intended to resume the senses that permeate the woman’s standard and its relation with the job market, form her representation on Exame magazine, which is a business magazine, aimed to debate questions concerning career, business and also economy. From this analysis, it is possible to inquire how the woman’s image is discursively constructed in public and private spaces, thus, this study is important in order to understand what being “woman” is on marketing environment and how her image circulates socially. The theory is based on Pêcheux Discourse Analysis, especially Orlandi’s (2010) and Pêcheux’s (1997; 2002). Therefore, some categories are theoretically relevant for this work, such as “pre-said” marks about women on professional environment which constitute the interdiscourse, as well as the ideological and discursive formations on which they are represented on Exame magazine. Based on the selected corpus, from the magazine it is highlighted imaginary and written texts that circulate in Brazil and show a certain image of the “woman”, observing how the woman is discursively characterized in business environment, in which, until some time ago, it was essentially masculinized. Even if the woman is inserted in the business environment, her discursive construction is still masculine, as shown here later with the data analysis. So, it is possible to observe the tension between leadership and the social role as housewife and mother given to the woman, and, at the same time, the difference between men and women, putting them in different places in society. This way, observing that no discourse comes from nowhere and isolated, but always based on something previous, about the women, for instance, it can be traced back from the Bible, so these “pre-said” statements echo in discourses brought by these magazines, bringing along gestures of the interdiscourse, the pre-said about the women in their work relation. The partial results point to the tension about the mother, housewife and businesswoman spaces, built by these magazines. This will help adding a masculinization of the women’s figure when she stands in a leadership position.