Author Description

Book is result of author's thesis in 2010. "In this work, I aim to discuss the impact of the transformations in the gender relations promoted in the 1960s in the incorporation of the Pop language in the design of products made in Brazil between the late 1960s and the mid 1970s. I used the representations of domestic interiors published by Casa & Jardim magazine as sources of research. The conceptual approach chosen to study decorative magazines is based on their characterization as lifestyle media. By operating as cultural intermediaries, lifestyle media produce, disseminate, and legitimize particular forms of knowledge, values, and behaviors, offering the reader audience attachment points for the constitution of class, gender, and generation identities. Generally speaking, representations of artifacts and Pop environments in Home & Garden suggest domesticity alternatives aimed at the middle classes, identified with the youth culture. As a constitutive part of the behavioral revolution unleashed in the 1960s on an international scale, Pop design was one of the means used by the youth of the time to express their yearnings for changes in the hegemonic rules that organized social life. Due to its connection with the iconoclastic postures experienced by young people at that time, I want to argue that Pop domesticity was both informed and had an impact on the changes that occurred in the current gender relations. By proposing the use of the body in a relaxed and relaxed way, the furniture and Pop environments gave support for the expansion of the limits referring to the patterns of female behavior, classified as acceptable until then."