BEAUTY AND PERFORMANCE IN (RE)VIEW: EDUCATION OF THE FEMALE BODY IN THE MAGAZINES: ``O CRUZEIRO`` AND LADIES' HOME JOURNAL (1946)

• DOI: https://doi.org/10.22533/at.ed.5584152418047

• Palavras-chave: History of Education; ``O Cruzeiro``; Women's Affairs; Ladies' Home Journal; Women's Press.

• Keywords: History of Education; ``O Cruzeiro``; Women's Affairs; Ladies' Home Journal; Women's Press.

• Abstract:

  The women's press in Brazil, since its foundation in the 19th century until the 21st century, has disseminated practices and representations of what is considered ideally feminine (Buitoni, 1990, 2009). While reflecting desires and visions of the social imaginary in relation to women, it builds representations about what they must be, how they must think and act; prescriptions and advice that are generally taught through a language of “friendship” and transmitted by agents with a voice of influence, for example columnists. Given this scenario, we developed research entitled “Lifestyle Pedagogies: education, appearance and female performance in the magazines ``O Cruzeiro`` (Brazil) and Ladies' Home Journal (USA) – 1946-1953”, to think critically about how the Brazilian magazine: ``O Cruzeiro`` , through the Women's Affairs section, and the North American magazine Ladies' Home Journal sought, through their advice content and advertisements, to educate readers about ways of being in the world, what we call lifestyle pedagogies (Certeau, 1988; Le Goff, 2003; Prost, 2019; Cunha, 2007; Lipovetsky, 2000; Luca, 2013; Perrot, 2007; Pinsky 2013; Sant'Anna, 2013, Vigarello, 2006; Burke, 1992, 2005; Damon -Moore, 1994;Darnton, 1990;Scanlon, 1995; In this article we explain how the printed materials analyzed sought to educate the female body and behavior by transmitting pedagogies to readers through texts and images with advice content and through advertisements, with the main objective of promoting a consumerist lifestyle inspired by Hollywood celebrity lifestyle. We concluded that to fulfill this purpose, practices were taught that became fashions and fads, in order to generate demands and boost the market for consumer goods and services, especially in the area of beauty.