Objetivo: Este estudio se propone investigar procesos de interacción subjetivos y objetivos expresados en la serie que pueden propiciar la construcción de representaciones del girl power en la actualidad.
Procedimientos Metodológicos: se realizaron entrevistas en profundidad con personas que se autodenominan fanáticas de la serie y se analizaron materiales periodísticos publicados en medios digitales que vinculan el concepto de girl power con el imaginario de la serie.
Resultados: Los resultados se interpretaron a la luz del feminismo interseccional y el marketing crítico. Se notó, por tanto, que el hecho de colocar a la mujer en el centro de las narraciones representa un cambio en la dramaturgia contemporánea.
Limitaciones / implicaciones de la investigación: Sin embargo, no es posible concluir que esta serie sea feminista, como destacan algunos entrevistados. Esta divergencia surge debido a los desajustes conceptuales entre el empoderamiento femenino; posfeminismo; llamamientos neoliberales; la actitud de los personajes; y los responsables de la construcción de la serie observada durante el análisis del estúdio.
Originalidad: El artículo reúne teorías de diferentes acervos teóricos, fomentando así diferentes perspectivas y aperturas interdisciplinarias para comprender contextos que unen el marketing, el comportamiento del consumidor y el consumo a los estudios feministas. Además, estimula el desarrollo de un pensamiento crítico capaz de impactar en las sociedades, organizaciones, instituciones y consumos centrados en el debate.
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Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
La Revista Alcance es una revista brasileña de libre acceso, con publicación cua-trimestral, vinculada al Programa de Posgrado en Administración y Programa de Maestría Profesional en Administración - Gestión, Internacionalización y Logística de la Universidade do Vale do Itajaí – Univali. Buscamos publicar artículos de traba-jos teóricos-empíricos y tecnológicos en las áreas de Administración. Diferentes perspectivas teóricas y metodológicas son bienvenidas, desde que sean consisten-tes y relevantes para el desarrollo del área.
