Como uma mulher: a construção do feminino nas campanhas das candidatas à presidência em 2014

Abstract

Even though Brazil had only one female president, Lívia Maria Pio (PTN) already , spoke directly to the female audience on TV in the the first post-redemocratization election: “women are the majority, come with me to rule Brazil”. This paper aims to understand the idea of femininity in the Free Election Propaganda Time (HGPE) of 2014, Dilma Rousseff (PT), Marina Silva (PSB) e Luciana Genro (PSOL). The great number of women in the dispute justified the choice of this election and the work’s main hypothesis is that women in political campaigns usually built an idea of femininity linked to motherhood and care. Thus, the research establishes a dialogue with the studies on communication and politics, the feminist political theory and democratic theories. Especially the influence of the media in political processes and the constructivist turn of representation. While Dilma presents a notion of femininity closely linked to motherhood and a differentiated sensitivity, Marina does not mark gender centrally, while Luciana seems to use this communication as a communication strategy.