O que deu errado em sua carreira? “Ser mulher”. Um estudo antropológico sobre trajetórias de mulheres em agências de publicidade no Rio de Janeiro

Abstract

This research was carried out from the biographical method (or life reports), using the snowball sampling technique. Following a pre-established script, interviews were conducted with ten advertising women, aged between 30 and 60 years, in various positions, in different stages of professional life, socio-economic origin, marital status and race/ethnicity. Six of them declared themselves heterosexual and four claimed to be homosexuals. The interviews were conducted individually between the months of September and November of 2018, with duration between one and 2 hours each. The main objective was to investigate, from the work trajectories of each interlocutor, the male chauvinism within the advertising agencies in the city of Rio de Janeiro. Through the presentation of the reports, I approach the genre as a marker of the difference within the profession; the inheritance of patriarchy present in the difference of salary between women and men, even performing similar functions; the male preponderance in leadership positions; the evidence of racism still present in the labour market of advertising; the routine of bullying and sexual harassment in the work routine; the double journey that overloads women who are also responsible for caring for children and the elderly and, still, the lack of sority in this professional universe.