Women in evidence in the forties: the happening as way of life in O Cruzeiro magazine

Abstract

From the concepts of way of life by Greimas (1993) and of happening by Zilberberg (2008), we analyze texts taken from O Cruzeiro magazine, which highlights the singer Linda Batista, comparing her to others from the column “Female matters”, by Maria Teresa, love consultant of the women who read the publication. The analysis of such texts lets us verify the behaviour of a woman in distinction that identifies herself with a female profile of a professional who is configured in a style that can be recognized as a modern way of life, different from the model of a traditional way of a housewife in the forties.