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Abstract(s)
Esta dissertação propõe uma análise da representação do envelhecimento na comunicação de
moda. Visando destacar de que maneira essa comunicação influencia a formação da identidade
da mulher no processo de envelhecimento. A pesquisa é guiada por três questões principais: 1)
Como a comunicação de moda pode contribuir para a compreensão da sociedade em relação ao
envelhecimento feminino de maneira natural e inclusiva? 2)Como a construção do ideal de
beleza associada à juventude afeta a percepção da autoimagem feminina no processo de
envelhecimento? 3) Qual é a importância da aceitação do envelhecimento para as mulheres
na indústria da moda? Com base nessas questões, são exploradas três hipóteses centrais: 1) a
necessidade das mulheres de não serem retratadas de uma forma natural e sem procedimentos
de rejuvenescimento; 2) a suposição de que a indústria da moda tende a favorecer mulheres mais
jovens ou com uma aparência jovem; 3) a crença da sociedade de que a representação do belo está
associada à juventude. Essas hipóteses auxiliam a verificação do quanto e como a percepção e as
regras estéticas afetam a visão e o valor social atribuído ao envelhecimento feminino. Para além
das análises, foi realizada uma pesquisa de caráter exploratório e qualitativo. A pesquisa aborda
como mulheres que atuam no campo de comunicação e influenciadoras percebem e expressam
seus conhecimentos para contribuir com a sociedade, enquanto mulheres maduras são
examinadas sob a ótica da influência da comunicação de moda em suas vidas.
This dissertation proposes an analysis of the representation of ageing within fashion communication, aiming to highlight how this communication influences the formation of women's identities throughout the ageing process. The research is guided by three main questions: 1) How can fashion communication contribute to a more natural and inclusive societal understanding of female ageing? 2) How does the construction of beauty ideals associated with youth affect women's self-perception during the ageing process? 3) What is the significance of embracing ageing for women in the fashion industry? Based on these questions, three central hypotheses are explored: 1) the need for women to be portrayed in a natural manner, without rejuvenation procedures; 2) the assumption that the fashion industry tends to favour younger women or those with a youthful appearance; 3) the societal belief that the representation of beauty is linked to youth. These hypotheses assist in examining the extent to which and how aesthetic perceptions and norms influence the view and social value attributed to female ageing.In addition to the analyses, exploratory and qualitative research was conducted. This research investigates how women working in communication and as influencers perceive and express their knowledge to contribute to society, while mature women are examined through the lens of the impact of fashion communication on their lives.
This dissertation proposes an analysis of the representation of ageing within fashion communication, aiming to highlight how this communication influences the formation of women's identities throughout the ageing process. The research is guided by three main questions: 1) How can fashion communication contribute to a more natural and inclusive societal understanding of female ageing? 2) How does the construction of beauty ideals associated with youth affect women's self-perception during the ageing process? 3) What is the significance of embracing ageing for women in the fashion industry? Based on these questions, three central hypotheses are explored: 1) the need for women to be portrayed in a natural manner, without rejuvenation procedures; 2) the assumption that the fashion industry tends to favour younger women or those with a youthful appearance; 3) the societal belief that the representation of beauty is linked to youth. These hypotheses assist in examining the extent to which and how aesthetic perceptions and norms influence the view and social value attributed to female ageing.In addition to the analyses, exploratory and qualitative research was conducted. This research investigates how women working in communication and as influencers perceive and express their knowledge to contribute to society, while mature women are examined through the lens of the impact of fashion communication on their lives.
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Keywords
Comunicação de Moda Estética Sociedade Vogue