Ensinando a ser mulher: um estudo do discurso pedagógico do Almanaque da Família (1947)

Abstract

This paper is a study on the pedagogical discourse present in the Almanaque da Família of 1947,which was configured as a product of a female press and guided readers to assume the model of what would be, at the time, a “modern woman”. From the theoretical contribution of Discourse Analysis, the objective is to investigate how the content of the publication produced certain meanings in relation to the woman of 1940s. We highlight the functioning of this discourse, observing the emphasis given to the central place of women at home, seen as a kind of essentially feminine mission. We use the discussion proposed by Orlandi (1994, 2006) about pedagogical discourse, taking it as an authoritarian discourse. In addition, the analysis focuses on the notion of discursive memory, seeking to understand how patriarchal ideology built, through effects of evidence, a socially legitimated female model. It is possible to realize that, according to the conditions of production that determined it, the Almanaque da Família produced a conservative female representation, anchored in the religious discourse that supported the social imaginary of the time.