A construção histórica do consumo feminino e das estruturações discursivas da autoridade em “Escolhendo e comprando com Helena Brazil” (Diário de Notícias, 1962-1963)

Abstract

From the assumption that the forms of writing that behave the speeches of experts change over time, so that the strategies used by different groups of experts to maintain its credibility in the speech are historically marked, this article aims to analyze the construction of discourse legitimacy processes of the column “Escolhendo e Comprando com Helena Brazil”(“Choosing and Buying with Helena Brazil”), published by Diário de Notícias, from 1962 to 1963. For this, we will decompose its texts in the formal level (narrative and rhetorical plans) and in the content level, to understand the construction of authority strategies in the reporting. In the plan of content, it concerns to the mediation of imaginary places of gender and women’s consumption. Formally, it concerns to the reference to common sense, the appeal to the testimony and the remission to the reader as a narrative actant.