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Cadernos Pagu

versión impresa ISSN 0104-8333versión On-line ISSN 1809-4449


KLEIN, Carin. Woman and family at the Bolsa-Escola Program: maternities propagated and instituted through TV advertisements. Cad. Pagu [online]. 2007, n.29, pp.339-364. ISSN 0104-8333.

This work discusses and questions some processes of production and propagation of maternity representations, having the National Bolsa-Escola Program as its starting point, and localized in the field of cultural theory, mainly from the perspectives of both Cultural Studies and Feminist Studies, with a critical approximation to the post-structuralist analysis. In order to carry out the work, I have selected a series of television advertisements used to publicize the Program in its first year of implementation. I have explored these advertisements in order to analyze the different ways through which maternity has been represented and meant. I have discussed how a set of teachings and proposals was publicized in the Program so as to be mainly developed by the families, thus relocating women/mothers and children’s education into the center of those debates.

Palabras clave : Programa Nacional Bolsa-Escola; Maternity; Gender Relations.

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