From Ugly Peggy to Working Girl: costumes as objects of world reading in the construction of Peggy Olson's feminist discourse in Mad Men
In view of the large increase in discussions in the feminist field in recent years, especially within the audiovisual segment, this article seeks to discuss the idea of a feminist construction through the costumes and characterizations of the char-acter Peggy Olson in the television series Mad Men (...
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| Format: | Online |
| Language: | Portuguese |
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Universidade Estadual de Campinas
2022
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| Online Access: | https://econtents.sbu.unicamp.br/inpec/index.php/proa/article/view/16636 |
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| author | Melo Junior, Mauro de Melo Junior, Mauro de Melo Junior, Mauro de |
| author_facet | Melo Junior, Mauro de Melo Junior, Mauro de Melo Junior, Mauro de |
| author_sort | Melo Junior, Mauro de |
| collection | Portal da Incubadora de Periódicos Científicos, Acadêmicos e Educacionais |
| container_reference | PROA: Revista de Antropologia e Arte; Vol. 10 No. 2 (2020); 120-140 |
| description | In view of the large increase in discussions in the feminist field in recent years, especially within the audiovisual segment, this article seeks to discuss the idea of a feminist construction through the costumes and characterizations of the char-acter Peggy Olson in the television series Mad Men (2007). In the encounter between different objects, fashion and costumes, the dialogues between the new ideals exported throughout the 1960s and the paths followed by the character analyzed, gain guiding re-sults in the contemporary construction of a serial audiovisual product concerned with a “strong” and questionable female representation. |
| first_indexed | 2025-10-08T14:31:02Z |
| format | Online |
| id | ojs-article-16636 |
| institution | Universidade Estadual de Campinas |
| issn | 2175-6015 |
| language | por |
| last_indexed | 2025-10-08T14:31:02Z |
| publishDate | 2022 |
| publisher | Universidade Estadual de Campinas |
| record_format | ojs |
| spelling | ojs-article-166362023-03-27T12:37:54Z From Ugly Peggy to Working Girl: costumes as objects of world reading in the construction of Peggy Olson's feminist discourse in Mad Men De Ugly Peggy a Working Girl: el vestuario como objeto de lectura del mundo en la construcción del discurso feminista de Peggy Olson en Mad Men De Ugly Peggy a Working Girl: figurinos como objetos de leitura de mundo na construção do discurso feminista de Peggy Olson em Mad Men Melo Junior, Mauro de Melo Junior, Mauro de Melo Junior, Mauro de Costume design Fashion Serial narrative Feminism Audiovisual Vestuario Moda Narración en serie Feminismo Audiovisual Figurino Moda Narrativa seriada Feminismo Audiovisual In view of the large increase in discussions in the feminist field in recent years, especially within the audiovisual segment, this article seeks to discuss the idea of a feminist construction through the costumes and characterizations of the char-acter Peggy Olson in the television series Mad Men (2007). In the encounter between different objects, fashion and costumes, the dialogues between the new ideals exported throughout the 1960s and the paths followed by the character analyzed, gain guiding re-sults in the contemporary construction of a serial audiovisual product concerned with a “strong” and questionable female representation. En vista del gran aumento de las discusiones en el campo feminista en los últimos años, especialmente en el segmento audiovisual, este artículo busca discutir la idea de una construcción feminista a través del vestuario y las caracterizaciones del personaje Peggy Olson en la serie de televisión Mad Men (2007). En el encuentro entre los diferentes objetos, la moda y el vestuario, los diálogos entre los nuevos ideales exportados a lo largo de los años 60 y los caminos seguidos por el personaje analizado, ganan re-sultados orientadores en la construcción contemporánea de un producto audiovisual seriado preocupado con una representación femenina "fuerte" y cuestionable. Em vista ao grande aumento de discussões do campo feminista nos últimos anos, principalmente dentro do segmento do audiovisual, este artigo busca discutir a ideia de uma construção feminista por meio dos figurinos e caracterizações da personagem Peggy Olson na série televisiva Mad Men (2007). No encontro entre objetos distintos, a moda e o figurino, os diálogos entre os novos ideais exportados ao longo dos anos de 1960 e os rumos trilhados pela personagem analisada, ganham resultados norteadores na construção contemporânea de um produto seriado audiovisual preocupado com uma “forte” e questionável representação feminina. Universidade Estadual de Campinas 2022-09-21 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Text Texto Avaliado pelos pares Texto application/pdf https://econtents.sbu.unicamp.br/inpec/index.php/proa/article/view/16636 10.20396/proa.v10i2.16636 PROA: Revista de Antropologia e Arte; Vol. 10 No. 2 (2020); 120-140 PROA: Revista de Antropologia e Arte; Vol. 10 Núm. 2 (2020); 120-140 Proa: Revista de Antropologia e Arte; v. 10 n. 2 (2020); 120-140 2175-6015 por https://econtents.sbu.unicamp.br/inpec/index.php/proa/article/view/16636/11354 United States; Contemporary Estados Unidos; Contemporáneo Estados Unidos; Contemporâneo Copyright (c) 2020 Proa: Revista de Antropologia e Arte https://creativecommons.org/licenses/by/4.0/ |
| spellingShingle | Melo Junior, Mauro de Melo Junior, Mauro de Melo Junior, Mauro de Costume design Fashion Serial narrative Feminism Audiovisual Vestuario Moda Narración en serie Feminismo Audiovisual Figurino Moda Narrativa seriada Feminismo Audiovisual From Ugly Peggy to Working Girl: costumes as objects of world reading in the construction of Peggy Olson's feminist discourse in Mad Men |
| title | From Ugly Peggy to Working Girl: costumes as objects of world reading in the construction of Peggy Olson's feminist discourse in Mad Men |
| title_full | From Ugly Peggy to Working Girl: costumes as objects of world reading in the construction of Peggy Olson's feminist discourse in Mad Men |
| title_fullStr | From Ugly Peggy to Working Girl: costumes as objects of world reading in the construction of Peggy Olson's feminist discourse in Mad Men |
| title_full_unstemmed | From Ugly Peggy to Working Girl: costumes as objects of world reading in the construction of Peggy Olson's feminist discourse in Mad Men |
| title_short | From Ugly Peggy to Working Girl: costumes as objects of world reading in the construction of Peggy Olson's feminist discourse in Mad Men |
| title_sort | from ugly peggy to working girl: costumes as objects of world reading in the construction of peggy olson's feminist discourse in mad men |
| topic | Costume design Fashion Serial narrative Feminism Audiovisual Vestuario Moda Narración en serie Feminismo Audiovisual Figurino Moda Narrativa seriada Feminismo Audiovisual |
| url | https://econtents.sbu.unicamp.br/inpec/index.php/proa/article/view/16636 |
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