A IMAGEM DA PRINCESA E O LUGAR FEMININO NA SOCIEDADE
UMA ANÁLISE DISCURSIVA CRÍTICA SOBRE UMA ESCOLA DE ETIQUETA
Abstract
This paper aims at understanding the discourse invoked according to its ideology in Princess School’s [Escola de Princesas] institutional presentation, a finishing school aimed at young girls that develops its practices through images of royalty. Its hypothesis, which was later confirmed, was that the institution’s self-presentation invokes discourses which are opposed to women’s liberation. To accomplish its goals, it relied on theories by Critical Discourse Analysis (CDA), mainly the theoretical and methodological framework by Chouliaraki and Fairclough (1999), in a way that it followed the recommended stages of analysis. The results suggest that, indeed, the educational, historical, ludic, sexist, moral and ethical orders of discourse were operated by the finishing school in order to romanticize and mask female repression as an issue in society, playing a key role in maintaining asymmetrical power relations in community.
Key-words: Critical Discourse Analysis; Gender; Princess School; Orders of discourse; Ideology.