Woman and family at the Bolsa-Escola Program: maternities propagated and instituted through TV advertisements

Carin Klein About the author

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.

Programa Nacional Bolsa-Escola; Maternity; Gender Relations

Núcleo de Estudos de Gênero - Pagu Universidade Estadual de Campinas, PAGU Cidade Universitária "Zeferino Vaz", Rua Cora Coralina, 100, 13083-896, Campinas - São Paulo - Brasil, Tel.: (55 19) 3521 7873, (55 19) 3521 1704 - Campinas - SP - Brazil
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