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Percorrer Faculdade de Ciências Humanas por Objetivos de Desenvolvimento Sustentável (ODS) "05:Igualdade de Género"
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- A condição da mulher nos sectores do cinema e do audiovisual em PortugalPublication . Burnay, Catarina Duff; Félix, João; Tavares, PatríciaThis study on the Condition of Women in the Film and Audiovisual Sectors in Portugal was promoted by MUTIM – Mulheres Trabalhadoras das Imagens em Movimento, an association founded in 2022, whose mission is precisely to think about and leverage the presence of women in cinema and audiovisual in Portugal, promoting parity and equitable representation, and by XX Element Project-Associação Cultural, a cultural association founded in 2016 that seeks to be an agent of intervention in the fight to promote equity, respect and inclusion of all people, through the development of artistic projects. In order to listen to the feelings and experiences of the women involved professionally in these sectors, the two associations created an online survey questionnaire and distributed it to workers in these fields without any gender bias. In a second phase, in-depth interviews were carried out with ten female professionals, as a way of identifying/specifying particular situations and complementing the information found in the survey. Simultaneously, the associations analysed three grants awarded by ICA: New Talents and First Works; Support for Cinema; and Support for Audiovisual and Multimedia. They also mapped the gender of professionals holding managerial positions in public bodies that support the cinema and audiovisual sectors, as well as in the most relevant management bodies and boards of the three main audiovisual media groups in Portugal.
- Apresentação: as mulheres e a imprensa periódicaPublication . Lopes, Ana Maria Costa; Simões, Alvaro Santos Simões; Mussulini, Dayanne
- Behind the screen : the portrayal of American track and field female athletes in TV Sporting brand’s advertisementsPublication . Casseville, Salomé Aurélie; Afonso, Carla Susana Monteiro GanitoThis dissertation analyses the portrayal of American track and field female athletes in TV sporting brands’ advertisements, as well as the perception the latter interpret when watching the commercials. Just a few months away from the beginning of the 2024 Paris Olympic Games, it results in massive and numerous sporting brands’ communication campaigns soon to be broadcasted on TV. It is crucial to already understand where do the sporting brands stand in the fight for equal representation between female and male athletes, as well as in the battle for inclusive and diverse depiction of the sportswomen. Track and field in the USA was chosen to further study since it is the oldest practiced sport as well as one of the most popular and most watched sports of the Games, additionally to be one where major American Olympian excel in. Merging the academic data found along the research, personal knowledge and interviews shared with American track and field female athletes, this study confirms that sporting brands keep on displaying a misrepresentation of female athletes, until even objectifying them. This is a redundant societal issue reinforcing gender stereotypes and the underestimated image of women in sports and more precisely, American track and field female athletes. A controversial topic, as the status of women in all social aspects continues to evolve and improve until empowering them. However, gender equality and inclusive and diverse depiction of women in the sport industry has not been reached yet.
- Between love stories and activism : pathos, storytelling, and connection in the communication of Taylor Swift on Instagram and through musicPublication . Neumann, Clara Elly; Tavares , Patrícia Isabel Ramos Pego NunesA glamorous superstar who is taking the world by storm and an ancient Greek scholar. These are not necessarily two people which one would bring together. And yet this is exactly what this dissertation does. The ancient Greek scholar Aristotle and his rhetoric are looked at from a modern way through the glittering and sparkling lens of Taylor Swift. The dissertation uses a qualitative research design with a content analysis as well as semi-structured interviews to understand the communication strategy of artist Taylor Swift. The research focuses on the concept of storytelling in connection with an emotional communication approach related to the pathos theory of Greek scholar Aristotle. It assesses how Swift uses pathos in storytelling to create an emotional connection with her fans. The dissertation considers the impact of the music of artist Taylor Swift and looks at Instagram to understand the communication strategy connected to social media. Understanding the connection which Swift built with the help of her music and social media interaction. The interviews and the content analysis underline how successful Swift manages to interact with her fans and how emotional her communication strategy is. It shows how promoting engagement is one of her main ways of creating a successful, emotion-based communication strategy. The dissertation also looks at the activism which can be found in Swift’s communication and how it has become part of her recent music as well as her Instagram appearance.
- Comunicação no desporto : a autorrepresentação das atletas portuguesas de futebol nas redes sociaisPublication . Ferreira, Joana Margarida Raposo Neto; Afonso, Carla Susana Moiteiro GanitoO feminismo, ao longo das suas diversas vagas, tem impulsionado transformações profundas na luta pelos direitos das mulheres, questionando estereótipos de género e desigualdades, especialmente em áreas tradicionalmente dominadas por homens, como o desporto. Com base nas teorias de autores como Anthony Giddens e Judith Butler, esta dissertação analisa a evolução das lutas feministas, culminando na quarta vaga, onde o ciberfeminismo e os novos media sociais, como o Instagram, desempenham um papel crucial na redefinição da representação das mulheres. O avanço das redes sociais, particularmente o Instagram, proporcionou às atletas femininas uma plataforma essencial para a construção de uma identidade pública autêntica, possibilitando-lhes desafiar os estereótipos e construir narrativas próprias. No contexto do futebol feminino, a investigação revelou que as publicações das atletas refletem não apenas um desejo de maior visibilidade, mas também uma preocupação estratégica com a gestão da sua imagem digital. Algumas atletas optam por uma estética mais informal e autêntica, enquanto outras adotam uma abordagem altamente curada, com o objetivo de fortalecer a sua posição pública e garantir patrocínios. A análise empírica deste estudo, centrada nas jogadoras da seleção feminina de futebol de Portugal, demonstrou que as atletas utilizam o Instagram como uma ferramenta para equilibrar o lado pessoal e profissional, respondendo à pressão dos seguidores e patrocinadores enquanto mantêm a autenticidade da sua imagem. Observou-se também que a interação com os seguidores varia conforme o tipo de publicação, sendo que momentos de lazer atraem mais comentários focados na aparência, enquanto publicações sobre o desempenho desportivo promovem apoio mais direto ao seu talento e à equipa. Estes resultados sugerem que, à medida que as atletas se adaptam ao uso estratégico das redes sociais, elas estão a contribuir para a transformação das dinâmicas de género no desporto, promovendo uma representação mais equilibrada e inclusiva.
- Dimensão religiosa na migração nepalesa na AMLPublication . Pereira, AlexandraO meu enquadramento teórico procura articular as dinâmicas da modernidade em espaço urbano europeu, os processos de diversificação, individualização da religião e postura secular com questões ligadas à dimensão religiosa entre a migração nepalesa na Área Metropolitana de Lisboa (AML). Parto de uma pergunta de pesquisa que visa indagar se as categorias incluídas no Censos 2021 e no Inquérito Identidades Religiosas e Dinâmica Social na AML são válidas e funcionam, ou não, para descrever a migração nepalesa na AML. I.e., questiono a lacuna na investigação referente à diversidade de pertenças religiosas nos migrantes sul-asiáticos. Analiso qualitativamente os dados recolhidos a partir de questionários de caraterização sociodemográfica e entrevistas semi-estruturadas a 30 mulheres migrantes nepalesas da 1.ª e 2.ª gerações na AML — tendo examinado, especificamente, a dimensão religiosa e a subcategoria postura secular. Além de dados da pesquisa etnográfica, observação participante e diário de campo. Os resultados obtidos demonstram a diversidade e variedade religiosa da diáspora nepalesa, a prática de rituais domésticos e a sobreposição de práticas de diferentes religiões. Eles evidenciam também que as categorias quer do Censos 2021, quer do Inquérito de 2019 não se adequam à investigação e descrição das identidades e práticas religiosas da migração nepalesa na AML.
- Os drivers da autenticidade da marca segundo a geração Z em Portugal : um estudo exploratório da comunicação digital da Fenty BeautyPublication . Eleutério, Ana Filipa Nobre; Fernandes, Anna Carolina Boechat ChavesA presente dissertação investigou os elementos das redes sociais da marca Fenty Beauty que conduzem à perceção do valor da autenticidade da marca por parte dos consumidores da Geração Z em Portugal. Através de uma abordagem quantitativa, concretizada pela aplicação de um questionário, foram definidos dois objetivos principais, correspondentes às questões de investigação: 1) Compreender de que forma o tipo de conteúdos digitais nas redes sociais da Fenty Beauty contribui para a definição da marca enquanto autêntica por parte dos consumidores, em especial pela Geração Z em Portugal; e 2) Aferir os elementos que levam os consumidores da Geração Z em Portugal a percecionar autenticidade da marca Fenty Beauty. Através da implementação de uma metodologia quantitativa, concretizada através de um inquérito tendo como base o modelo ADO (Antecedentes, Decisões, Vantagens Competitivas) de Paul e Benito (2018) adaptado por Södergren (2021), bem como as pesquisas de Yang et al. (2021) e Battisti & Dalvit (2023), concluiu-se que os conteúdos digitais da Fenty Beauty nas redes sociais exercem um impacto significativo na perceção de autenticidade da marca por parte da Geração Z em Portugal. O facto de a autenticidade da marca ser reconhecida positivamente pela amostra deve-se sobretudo à estratégia de promoção de conteúdo gerado por utilizadores com padrões reiais, incluindo influenciadores digitais, aliada à ênfase na diversidade de corpos, tons de pele, etnias, géneros e culturas, assim como à inclusão de causas sociais, como o movimento LGBTQIA+, a positividade corporal, a igualdade racial e o feminismo. Ficou ainda evidenciado que os elementos que conduzem à autenticidade da Fenty Beauty segundo os consumidores portugueses da Geração Z são, em termos de características da marca, a originalidade, a honestidade, sinceridade, singularidade, longevidade, responsabilidade, fidelidade às origens e valores, qualidade, confiança, criatividade, consistência no estilo e a imagem da cantora Rihanna associada à marca. No que diz respeito à comunicação da marca, a autenticidade é construída mediante uma comunicação consistente, clara, que crie conexões com o consumidor, promova encantamento, possua um impacto cultural e utilize embaixadores da marca adequados. Acerca das práticas da marca, a autenticidade está relacionada com práticas comerciais menos agressivas, sustentabilidade, IV ativismo, métodos de produção distintos, a criação de um sentimento de escassez da oferta e uma forte presença no mercado. Os resultados indicam, assim, que a autenticidade da marca denota um processo complexo, onde múltiplos fatores contribuem para que a mesma seja vista como autêntica por parte dos consumidores.
- E viveram felizes para sempre... : a receção dos remakes live-action da DisneyPublication . Fernandes, Laura Martins; Fonseca, Isadora de AtaídeThis study aims to critically analyze audience perceptions of Disney’s live-action remakes, with a focus on The Little Mermaid (2023) and Peter Pan & Wendy (2023). When Disney began adapting its classic animated films into live-action remakes, the studio followed representation policies, which led the films to become contested objects among audiences. Through a qualitative approach involving the analysis of film narratives, social media comments, and opinion pieces by professional critics, it was found that audience perceptions are polarized. The study found that audience perceptions varied widely—while some sought to separate characters' physical appearance from their core identity, others called for greater diversity. These differing views were shaped by factors such as nostalgia, expectations of faithfulness to the source material, and concerns about representation.
- English-language retellings of the Rāmāyaṇa and the ideas of India : culture and society (2010-2020)Publication . Oliveira, João Pedro Marques Morgado Ferreira de; Barba, Maria Luísa Homem Leal de Faria GerladesThe Rāmāyaṇa is one of the most important narrative traditions for the Indian civilisation. This story has been recreated through different media and across the broad social spectrum of India for centuries. In the 21st century, especially from the second decade onwards, several adaptations of the epic in English have appeared in the Indian literary market. The most successful authors have adopted unique approaches to the epic: Anand Neelakantan often adapts colonial, anticolonial, regional, and postcolonial discourses to invert the traditional roles of the main protagonists and antagonists; Devdutt Pattanaik recreates Indian mythology as a system with psychological value opposed to the Western and Hindu nationalist approaches, which the author regards as materialistic; Amish Tripathi recreates the epic as a nationalist narrative for a globalised audience used to the popular transnational epic fantasy genre; Kavita Kané tells the story of the epic from the perspective of less important female characters; and Chitra Banerjee Divakaruni does the same, but from the perspective of the main female characters. Despite these differences, the most successful adaptations of the Rāmāyaṇa have followed two important discursive lines: male authors have tended to use the epic to create positive representations of the Indian civilisation and Hindu religion, often by explicitly or implicitly opposing them with foreign civilisations and religions, while female authors have tended to use the epic to create positive representations and models of Indian women. Structurally, both male and female authors have used the epic as a collective memory that encapsulates past virtues, which are regarded as containing the answer to current social problems. By adopting values that have become relevant in India since the anticolonial period and especially after the implementation of neoliberal reforms in 1991, which include greater global openness coupled with a fear of losing one’s native roots and the desire to decolonise contemporary Indian culture, these authors have become important spokespersons for contemporary India among middleclass, English-speaking Indian readers. In this dissertation, I use Multimodal Critical Discourse Analysis based on qualitative data combined with the fields of Orientalism, re-Orientalism, postcolonialism and decoloniality to understand: 1. how the male authors have created a socio-historical worldview centred on Indian civilisation and Hindu religion, with both being simultaneously regarded as traditional and modern; 2. how the female authors have adopted a similar approach to create a new representation of Indian femininity, which is also regarded as traditional and modern. Although the authors promote a discourse according to which they have based their approaches on Indian perspectives, often explicitly contradicting Western discourses and creating socially holistic adaptations, they are actually authors who come from a privileged and Westernised social class. The protagonists of the epic have been recreated as ideal characters that embody positive global characteristics such as equality of choice, equality of opportunity, and social justice, here often reinterpreted as pre-colonial characteristics. With the exception of female characters, subaltern groups are often described with negative characteristics associated with non-Indian and non-Hindu ways of being and living in the world.
- Female fan engagement and female audience attraction in formula 1Publication . Lopes, Marina Correia; Tavares, Patrícia Isabel Ramos Pego NunesThe sporting world has seen significant advancements in female representation, not only among athletes but also within fan groups and communities. These fan communities play a crucial role in shaping the relationships between sports entities and their audiences. Formula 1, in particular, has been undergoing substantial transformations to adapt to contemporary trends, where marketing strategies and social media exert considerable influence over its fanbase. This shift has been accompanied by a notable increase in female sports fans, who are increasingly vocal on social media platforms and active within online fan communities. The present study aimed to investigate the relationship between the content generated online by female Formula 1 fans and its influence on attracting a broader female audience to the sport. The research was structured in several phases. Initially, interviews were conducted to identify the characteristics of female Formula 1 fans—a topic that has not been extensively explored in existing literature—and to understand the factors that drew these fans to the sport. Following this, a netnographic analysis was conducted to observe content within various female Formula 1 fan communities, with the goal of identifying the types of content that generate higher engagement and potentially attract more female viewers. Finally, the insights gained from these analyses were tested against a global community of Formula 1 fans to derive more generalized conclusions. The study's findings revealed a strong relationship between the engagement generated by online content and the attraction of additional female audiences to Formula 1. This relationship is particularly influenced by the sense of comfort and confidence these fans experience when they recognize that there is a space for them within a sport historically perceived as male-dominated. The presence of such spaces, where female fans can express themselves and connect with like-minded individuals, plays a critical role in breaking down longstanding gender barriers and fostering a more inclusive fanbase in Formula 1.