Women in power: form of life of the contemporary executive woman in the magazine VOCÊ S/A

Abstract

This research aims at analysing the form of life of the contemporary female executive configured in the magazine VOCÊ S/A, directed to male and female classes A and B, comprising an age range that goes from young (aged 20 years old) to adults. We aim at verifying how the magazine's enunciator constructs in his texts the image of his enunciatiee woman, based on questions surrounding the life of the contemporary professional woman: the capacity of leadership in corporate environments composed mostly by men, physical and psychological balance required by top jobs, the conciliation of family and career, personal life and work. Through the reconstruction of this (these) female image (s) placed in the texts, we manage to understand the figurativizations which reproduce or resignify stereotypes. In this way, we can identify the social practices that configure the form of life of the executive woman of the early 21st century. In order to understand the social practices, we adopt the model of social interaction schemes proposed by sociosemiotics, aiming at understanding in the relationship I/Other aspects of identity and alterity that allow us to identify the form of life of contemporary professional women euphorised in the texts and recover, through explicit or implicit textual marks, the female forms of life that are prone to social marginalization. To carry out the analyses, our theoretical support is greimasian semiotics, especially the studies of tensive semiotics, developed by Jacques Fontanille, Claude Zilberberg and sociosemiotics studies, developed by Eric Landowski. (AU)