Resumen

SANTOS, Marinês Ribeiro dos. Domesticity and gender identities in Casa & Jardim magazine (1950s and 60s). Cad. Pagu [online]. 2011, n.36, pp. 257-282. ISSN 0104-8333.  http://dx.doi.org/10.1590/S0104-83332011000100010.

In this paper, starting from the entwinement between gender identity models and the domesticity discourse present in the brazilian popular magazine Casa & Jardim, I discuss the role of representations in the constitution of human subjectivities. Representations influence us as discursive practices by the establishment of norms, standards, and values, which mediate our understanding of the world and guide our conduct within the social milieu. The representations of femininity in Casa & Jardim, disguised as reflections of a supposed feminine "nature", are indeed patterns of subjectivities prescribed by its authors and editors to their women readers.

Palabras llave : Domesticity; Gender Relations; Identities; Subjectivities; Casa & Jardim.