RCAAP Repository

This paper discusses the problem of the intensive use of anabolic-androgenic steroid hormones (AAS), also popularly known as anabolic steroids by male gym-goers in a popular neighborhood in the city of João Pessoa. This research aims to understand, within a sociological perspective, the relationship of confidence and fear in the uses of anabolic steroid hormones, as well as their own motivations for the practice of bodybuilding and the use of these drugs masculinizing. Given the above, it is clear that in contemporary society, the body became a central element in the lives of many individuals, this reality, the result of the phenomenon of the cult of the body that in recent decades took radicalized forms. In this context, while the corpolatria intensifies, paradoxically grows in the same proportions, the people's dissatisfaction with their body image, especially when compared to ideal body widely socially valued. This situation is aggravated in a society in which we are charged, tried, identified and classified by body image. Thus, the overestimation of body image is causing many people to commit excesses in the use of many different ways in the pursuit of body aesthetically "perfect." These excesses are increasingly "blind", a symptom of the culture of presenteeism, which maintains the "now" as most important time for those seeking the transformation of body shape. These phenomena affect many individuals to embark in the underworld of the use of anabolic steroids with intent to build a body "healed" in a short time. In these circumstances the trust and fear is particularly important, because from these two elements, individuals direct their actions and speeches for use or not use of these substances.

This paper will discuss the Community Sweet Mother of God as a part of this particular phenomenon in Contemporary Catholicism, called the New Communities or Communities of Life and Alliance (CVA), whose objective is to analyze how the belong is constructed and /or reconstructed from the perception of the main forms of sociability developed in the community, and how members interpret the experience of the community approach. For this, we intend to discuss how the Communities of Life and Alliance, are presented as a proposal for the development of a religious life that is able to contribute to the maintenance and strengthening of religious belonging within Catholicism, with the context of modernity.

This study is dedicated to discussion and understanding of social processes that are part of the training and professional identity in medicine in connection with the reformulation in the context of undergraduate courses. The objectives were to identify the concepts of medical students about being a doctor and the medical practice, to identify, at different stages of medical school, the students' perceptions about the professional identity, understanding if the processes of change in curricula of medical schools are related to professional identity formation and to identify the concepts of medicine and the medical profession to students at different stages of the course. For this, was developed an exploratory and qualitative methodological approach, using various techniques of field work, such as participant observation, interviews, discussion groups and use of information from social networks. It was noticed, with the research that medical students bring representations about the profession from before entering the university, many of them responsible for choosing a career, such as social status and the possibility of acquiring economic capital. Students go through processes of socialization during the course to acquire medical knowledge and the normative precepts of medicine. In the beginning of the course, neophytes maintains an idealist position, which is changing towards the acquisition of strong technical expertise focused on the diagnosis and treatment of diseases. To change the focus of training from the disease to care about people the curricula of medical schools are becoming, in the midst of processes of resistance due to professional power. Constructing new identities in the context of curriculum change is extremely difficult, because the training is crystallized in the maintenance of professional power and the closing of the profession towards people and other professions.

The thesis examines the participation of the population of the communities involved in decentralized institutions of the municipal management of Joao Pessoa, which were implemented in the Federal Constitution of 1988, having as main focus, the Democratic budget and the Board of Health started from is assumed that in the last three decades, Brazilian society has been experiencing significant changes regarding the management of public resources marked by the implementation of a new form of government conduct that seeks a transition from a centralized to a more decentralized model, marked for greater direct participation of the population and decision making. In this sense, the main objectives of this study were: to analyze the distributional impact of citizen participation in these decentralized institutions, develop a typology of each institution decentralized participatory (history, composition, legislation, implementation capacity and effectiveness) and the profiles of participants from each institution participatory. To this end, the stage of data collection, desk research was prioritized by understanding that the documents may reveal the potential of these institutions. Thus, two types of documents were reviewed: those produced on the city of Joao Pessoa and produced by the Democratic budget and the City Council Health Treatment of the documents was made possible through the assessment undertaken from the definition of six analytical categories: degree of institutionalization, institutional form and nature, participation, representation, deliberation and distributional impact. The research provided sufficient evidence to affirm that there is a relationship, sometimes revealing similarities, sometimes differences between the Democratic budget and the Board of Health, revealed through the patterns of discussion, the form of organization, visibility and range of each institution, the methodology adopted, the legislation that guides and nature of each. However, the relationship between the two institutions did not consolidate until there is, between them, an articulation of public policies permanent, despite parity discuss themes and objectives. Therefore, it is believed that people's participation in the Democratic budget and the Board of Health is likely to modify the relationship between society and government, with a strong tendency for the growth of civic consciousness, which is expressed also in a very early. In the same vein, you can not even see, so strong, very significant changes in the conditions of life due to the direct care of the demands posed by participation in the OD and CMS, although the process is recognized as important by the directors of both institutions.

This thesis seeks to understand the process of urban requalification which occurred in Campina Grande in the 1970 s, 1980 s, 1990 s and 2000 s, and it looks at the images and speeches interpreted by us, from the reading of official documents and the newspapers Diário da Borborema (DB) and Jornal da Paraíba (JP), as synthesis images which articulate the hegemonic speeches which open, in this context, the contemporary, urban, competitive, modern Campina and tech city. We are analyzing the institucional design of the town, from the public interventions which aim to modernize, to award new qualities and favour Campina, and finally the against uses of the town. By transforming the urban structure, and consequently, the social status in the town, the requalification imposes a clear hygienic process and inequalities in controversial landscapes, identified in this work as attempts of regeneration of the physical and social characteristics of the town. By pointing certain spaces out, through the speech which appoint the characteristics and singularities of Campina, the requalification activates a space process of disciplinary actions reaching the street vendors and the urban poor because of the attempts of their elimination of the central area of the town. Through this discussion, we are thinking about the street vendors and poor itineraries as ways for which the constituted order by the requalification is altered, through practices and manners which these users reappropriate the public space of Campina the streets, the pedestrian streets, the suburbs with a clear tension between the desired Campina and the accomplished town. To sum up, the images and speeches interpret Campina in what it means as urban experience, process which demarcates the elements of the competitive differentiation of the town, shows the space and social transformations occurred, in the analyzed period, and defines the ‗grammar which expresses the social landscape of the town nowadays.

This work object deals with the marital dynamics of the heterosexual partner HIV serodiscordants from the metropolitan area of João Pessoa (Paraíba, Brazil). Once the HIV couple intimacy is inserted in the triangulation of the sexual study areas, the health and the gender relations, we hinge the different themes and we engage in a qualitative anthropological research with in-depth interviews and direct observation to analyze the socialcultural and symbolic aspects that condition the marital and sexual practices, the risk negotiation and the social relations of the serodiscordant subjects. The empirical analysis of these issues was discussed by three interpretative axes: the first, the impact of diagnostic disclosure and the serodiscordant marital settings; the second, the gender relations and the couple risk negotiation; and the third, the changes in marital life. The three axes showed different forms of managering the serodiscordant situation, emphasizing the early identification of the value order, the rules and the practices that guided the internal dynamic of the couple, till the impacts of to changes to the relations with social networks. The analytical reflection suggests that the serodiscordant marital settings assume different facets, these being subsumed the trajectory of the pair, the common projects, the lived moment, the gender relations, and the influence of external factors to the couple.

The articulation between the media and its influences in teenagers behaviour concerning sexuality is revealing itself to be an important research field, since they, by trasnmiting information directed to these viwers, offer examples of values and interests. Thus, we sought to identify the discourses produced by teenagers and college teachers of undergraduate courses on sexuality. We seek to outline the concepts, values and attitudes that these social actors ascribe to sexuality, as well as checking the influence of media representations of sexuality constructed by them. The research was conducted at Campina Grande, state of Paraiba, at UFCG (Universidade Federal de Campina Grande) and UEPB (Universidade Estadual da Paraiba). The sample was composed of 170 (one hundred and seventy) students that entered the university on the 2011.1 term for History, Languages, Geography, Mathematics and Pedagogy and by 10 professors that taught on the mentioned above institutions. To understand the phenomenon under study used a questionnaire and a semi-structured interview, while procedures for data collection. Throughout this study, the results indicate that sexuality is a topic that interests students and teachers and mobilizes the pursuit of knowledge by adolescents. However, it is still regarded by them as a controversial issue, which has many meanings. Sexuality mobilizes values, beliefs, ethical, moral aspects, raising prejudices and difficulties to approach her at school. As a result, young people / students resort to various means of communication, especially the Internet and television, the search for knowledge and clarification on the subject. We found that professors consider important issues relating to sexuality, demonstrating the need for these to be introduced over the courses. However, despite the teachers show themselves receptive to discussing the topic of sexuality, contradictorily, referring to the family responsibility to address it with teens. Thus, we identify a large gap between what is expected to provide school and, on the other.

The present academic study proposes to analyse the kind of approach used by the broadcasted media (television) in situations which poor young people get involved in violent affairs. The chosen empirical source was the TV news known as Correio Verdade broadcasted by Sistema Correio de Telecomunicações, a TV station from Rede Record de Telecomunicações in Paraiba State. The selected hypothesis for this study is that, focusing on youngsters, the TV program judges and condemns those people as if assuming the duty of a kind of legal media. During the TV program we found the parts of a trial such as defendants (young people involved in violence), prosecutors, accusing witnesses and judges. The methodology used for such study dealt with the analysis of verbal, visual and sound language in order to learn the different strategies used by the TV program that aims to make sense, convince the audience and judge the focused youngsters. We analysed the opening headpiece of that TV program as well as the part of that program called Os Inocentes (The innocents) besides ten reportages that focused on situations of violence involving young people. The obtained data demonstrated how often those poor youngsters are shown on that mentioned program as well as the way they are seen in comparison to wealthy youngsters. On that TV program, poor young people are judged and considered guilty in a trial with no lawyers and opportunities to defence. The pictures, discourse and sound strategies shown on the TV program build the image of a hopeless criminal, without legal rights, for whom there is no possible solution. The legal media determines the verdict, contributing to the social view over those poor young people.

We have observed the contemporary rise up of a phenomenon: the discursive shuffling of the various realities. The former differentiative processes that split discourses in factual (real) and fictional (unreal) have lost strength before the striking emerge of mediatic image which power of turning any subject believable wiped off such opposition. In structuralizing the information in a spectacular way, the media generated a discursive leveling/convergence presenting under similar faces the various perspectives on the world. Moreover, for basing themselves on the entertainment-information logic, the offered product is a factual-fictional alloy. In what regards the Brazilian conjuncture, this situation becomes evident when we notice that journalism presents us reports under a fiction look (fictionalization) and soap operas, on the other hand, with factual features (factualization). Therefore, there is a noticeable encounter generating dialogue: there are frequent cases in which soap operish matters are discussed on news media and vice-versa. It is from under this scope that the present study is risen, which main objective is to analyze the mediatic-discursive interaction process between fictional and factual fields, and so perceiving the structuralization of the discursive transit in mediatic ambience. This research first presupposed the problematization of some key-concepts to be known, reality and fiction, in order to achieving the nature of this opposition. Afterwards, the observation of which present conjuncture aspects guided to an imbrication of such instances became important. Understood the context, we could turn to the text, in other words, we could perceive how the pointed interaction takes place. So, the empirical step was achieved: we developed an exploratory research around the incidence of subjects dealt by the soap opera Mulheres Apaixonadas (fictional representative), also around printed journalism (factual representative) we bound ourselves to weekly magazines Veja and Istoé and the daily newspaper Folha de São Paulo in the same broadcasting period of the mentioned program. In addition, in a contrary way, we verified through references in the ambit of this soap opera and through interviews given by its author, Manoel Carlos, up to what point the quotidian presented on news programs was present in the discussions of such narrative. At the end we noticed, in a more precise way, a network structured media in which such great cohesion brought up a new environment where it no longer matters if the images refer to facts or fictions, the only relevant condition of these discourses is that they are now simply mediatic realities.

This Church of the Kigdom of God (IURD), aired in the early morning by Network RECORD. Preferentially approached the size of your spectacular content, from the reflections obtained by the analysis group, the depositions and testimonies from viewers and specialized bibliography. We tried to analyze the use of media techniques used by the IURD in de program and how they relate to the construction of religious spectacle and if this was a spectacular dimension of the main factors responsible for increased social visibility achieved by this religion in the public space. We also observed the commercial character of religion, a characteristic that though always existing in the history of religions was grestly intensified with the advent of electronic media. The IURD took the lead in this endeavor because the program is one of main reasons for success preserved the elements of show as leveraged, making the spectacular character of the content presented and discussed it a major diacritic in Brazilian religious universe. Our research goal is to analyze the content of this program and how it is a mechanism to rally the faithful. We conclude that the Universal church of the Kingdon of God use the program to streng then ande systematize his speech and as spokesman for the positions of their leaders.

This paper aims to discuss the urban marginality in Latin America, representatives from the cinema of marginality and its aesthetic of dirty realism. The films chosen for the analysis are: Amarelo Manga (2002) and Amores Perros (2000). To this end, there will be a reading of modernity, cinema and cities, as well as the very aesthetic of dirty realism and film of marginality. At another point, we discuss issues related to urban studies in, theories of marginality, configuration establisehd/outsiders, and feelings of insecurity, risk and fear, from sociological references. Finally, the analysis will be made of the films, within the guidelines of the methodology of film analysis.

The credit allows several studies under different viewpoints, one of which is related to the possibility of it being a commodity credit and therefore, liable to be manipulated symbolically. This thesis focuses on an elrerly group - from sixty years old - men and women, retirees, which may have some occupation, the majority belonging to the middle class, surveys were conducted in order to develop this research. The research issue is based on the question concerning the fact of how these informants are inserted in consumer society and the extent to which the credit relates to the strategies they have adopted, such as mediation, recognition, prestige and social ascension. The findings relate to the fact that relationships involving consumer credit report to some aspects of Brazilian society as personalism, while considering the confidence value as well as the rationalization of consumer credit shows the transformation in the conduct of informants, with preference payment in cash instead of credit payment. Analyzes the moral drama resulting from the use of credit by the informants, approaching a particular type of morality and honor, shame and guilt, religiousness and the idea of sacrifice in the name of a greater good.

The present work is intended to analyze the potential and limits of new municipal governance agenda of João Pessoa (PB) with the participation and citizen for the expansion of participatory democracy and improve the system representative democratic in theoretical approach by the public deliberation. The tender of analysis is to answer how the new agenda for municipal governance of João Pessoa (PB) contributes to the transformation of local government in a power connected to the social composition in an administration that universalize the rights of citizenship. From a theoretical reflection and criticism, will be examined the construction and development of that shared governance agenda of João Pessoa (PB), that these developments of the survey factors that contributed to the emergence of this new agenda, analysis and evaluation of participatory institution structuring and guiding the new governance agenda of the normative criteria of public deliberation, in consideration of the qualitative aspects of participation and deliberative effectivety.

Our study aims to examine the intentions and perspectives from which has been effected the microcredit program in João Pessoa city - Empreender JP. We aimed to examine the development of the program in its constitutive dynamics and profile of the public benefit and managers, as well as their history of involvement with the program. Some municipal public policies in Brazil have been embracing the idea that entrepreneurship small business associated with the microfinance can be an important strategy for overcoming poverty. This new breed of public policy that is trying to build a dialogue between disinsertions and microcredit raises debates, since the provision of funding programs for the poorer classes could be helping to spread a culture of self-employment that misalignment of the concept of wage and universal rights. On the other hand, it is possible that local managements that have a greater harmony with the construction of new and sociability are more open to popular participation may be articulating access to credit to strengthen the associative practices and community work. To understand how the city of João Pessoa articulated the connection between the micro and the disadvantaged sections of the local population, we traverse a path analytical, departure, was a central tenet of the interactions between state and civil society in the face of this social issue. The main methodological pillars that served as support for our study were the bibliographical and documentary research, participant observation and field research. We conducted semi-structured interviews with representatives of the technical-functional program and people who had access to microcredit. We visited small agricultural enterprises in rural Joao Pessoa and also attended a course in basic business management offered by this local policy. The survey results could give us some insights. One was that the microcredit program of the city of João Pessoa constitutes a public action against poverty where the notion of entrepreneurship is placed as a gateway to employability and the granting of small loans is seen as the institutional representatives an instrument that contributes to strengthening the individual capacities of the poor. We realize that institutional managers relied on the discourse of the public attended that could reach the release phase of credit passed through a filter of natural selection along the steps of Empreender JP the fact that many subscribers did not own abilities to cope with the the business world. We capture, too, that the notions of social vulnerability, simulation games business and human capital guided the ideological conception of the local program. In turn, we observed that local public policy has evolved in a field of tensions and challenges, as the farmers who obtained credit in Empreender JP experienced situations that were very different trajectories of the individuals who have applied the small business financing in urban.

This research deals with the thematic relative questions to, the arrest, violence, traffic and maternity involving jailed women of the Center of Ressocialização Júlia Maranhão. For the unfolding of this study the workmanships of Brazilian authors had been used who are references in this area: Julita Lemgruber (1983); Iara Ilgenfritz and Bárbara M. To sound (2002). Soon, in this research it was necessary to articulate some agreements until it was possible to identify that to the relations imprisoned/institution; arrest/violence; canine tooth/maternity - even so of extreme relevance - does not give account to represent the feminine penitentiary Júlia given Maranhão its complexity: a convivência place, but also, of conflicts, where practical coercitive there the gifts, are legitimated for the society in general. One of the hypotheses of the study consists of the affirmation of that the question of the violence is a present element since early in the trajectory of life of these women, becoming determinative for its insertion in the life of the crime. Searching to describe the experiences of these women concerning the maternity, mainly to those involved ones in the traffic crime, it was opted to the use of interviews, with focus in the life history. From the stories of 37 interviewed mothers one evidenced that the speech on the maternity is a social construction of sort. The manifestation of the love of these mothers for its children suffers the influence from its concrete experiences while children and the relation that had been able - or not - to construct with its children before the imprisonment. The results of the study indicate that the violence cycles, gifts in the trajectory of life of the imprisoned women exert influence in the formation of its identity, making to assume that it over all has a relation between the violent standard and the practical one of crime, of the traffic crime. The study it also points the existence of a correspondence does not enter the Express in the legal and normative instruments that guide the institucional actions and the reality lived deeply for the woman-mother-female prisoner, becoming necessary the formularization and implementation of specific public politics for such reality, as form to minimize the impact that the capture provokes in the life of these women. It is concluded that a series of changes in the prisional system becomes necessary, in order to guarantee the right to the mothers to exert its maternity, in view of, over all, that the proximity with the children is factor of mental health and stimulaton in the process of social reinserção.

This work focuses on issues that have permeated public debates in the nineteenth century, involving issues related to the constitution of rights and struggle for citizenship and equality. The abolition of slavery and the prospect of a citizen inclusion referenced in the idea of the Republic inaugurated a new phase in the social construction of the country. Looking up, from the study of women's writings and directed for the women, check a process of social change in which it is proposed to build a new society, the more egalitarian in the tangent of gender relations. From the second half of the nineteenth century, even timidly, is already perceptible movement of claims of an expansion of the rights of political participation of women. This is amplified in the last decades of the Empire and beginning of the Republic. The period marks a rapid change in the direction of overcoming the patriarchal traditions in favor of an increasing participation of women in public debate political debate and ideological. This process was very clear and significant in the northern provinces of the country, as of Paraíba. The research aims reconstruct, from the study of political thought, based on primary sources, mainly involving collections of newspapers of epoch, the importance of the role of women in this time of great political and social transformations.

The theme of this thesis is Adolescent Sexuality, and has as main objective to understand the meanings that adolescents employ their practices affective / sexual, with the locus of research the city of Campina Grande, located in the state of Paraíba. The method I used face interviews, focus group worked with, texts sent by e-mail, and virtual interviews (by Facebook). As theoretical axes, broke the concepts of individual and society worked by Simmel (2006) and ELIAS (1994), in which individual characteristics are as relevant as the collective, and are in a constant process of interaction. Used the concept of adolescence as a concept is not widespread at a given time, or as a transition phase, but considering its procedural nature (Aries, 1981; ALTMANN, 2007; Featherstone, 1994; ABRAMO, 1997). Sexuality is analyzed according to the social constructivist approach (VANCE, 1995 and WEEKS, 2007), in their interaction with socialization with learning the subject (HEILBORN, 2004). Based on the understanding that sexual activity with a partner, with all the learning involved, begins in adolescence, parti understanding that this practice should be considered as a "marker" of this phase of the social life of individuals (MEINERZ, 2004 ), as a mediator of social relations among young people (Brandão, 2009). Sexuality is also focused on the theory of sexual scripting (GAGNON, 2006), which links the links between individual behavior and social influences more extensive.

Rechercher la genèse et les usages sociaux du mot bandit c est le but de mon travail. Voilà pourquoi j adopte trois concepts opérationnels: archéologie, de Foucault; pli, de Deleuze et rhizome, de Deleuze et Guatari. Cependant, analyser un mot remet à l etude de tout ce qui l engage, mis dans les mots qu elle entreprend et aux termes auxquels ils s associent. Aisi, dans l ensemble des mot entrepris par bandit ou y attélés, un terme synonyme se met en évidence, criminel . Cependant, les synonymes constituent des babillages, puisqu aucunt mot ne dit un autre. Ainsi, je dévoile le parcours historique de ces deux termes, criminel et bandit , en analysant, d abord, les usages sociaux du mot criminel et après, du mot bandit. Criminel, au XIXe. siècle, constitue une catégorie générale désignative du délinquant, y compris le criminel politique ou bandit. Mais, peu à peu le bandit qui constituait autrefois une catégorie particulière de criminel, criminel politique, devient catégorie générale à partir de la fin du XIXe. siècle et début du XXe., en désignant, dans la presse, toute sorte de délinquant. En tant que terme central dans la première partie intitulée Sociologie de la Méchancité et Méchancité de la Sociologie , le mot criminel essaie d analyser la méchancité qui gagne une visibilité dans le corps du criminel, selon les discours de la physiognomonie, de la phrénologie, de la craniométrie et de la criminologie. Telles visibilités constituent un discours d exclusion, basé sur la peur sociale, le déni de cette émotion et sa transformation en haine. Ainsi, une Sociologie de la Méchancité doit analyser les facteurs sociaux existants dans la transformation de peur en haine, en discutant une et d autres émotions, en tant que des faits historiques qui rendent possible l invention de la survellance et du contrôle sociaux. Méchancité de la Sociologie, par contre, n est que l usage stratégique de la sociologie de la part du Pouvoir qui s en sert comme un moyen de rationalisation pour la surveillance, le contrôle, l exclusion, au nom de la sécurité sociale devant la possibilité de danger de certains groupes sociaux, pris comme suspects et/ou criminels. À la deuxième partie, où spécifiquement l on recherche l Archéologie du Bandit, à la façon de reconstituer le parcours historique de bandit , j élabore une analyse biographique sur Antônio Vicente Mendes Maciel, le Conselheiro , le bandit typique des premières années de la République Brésilienne, tandis que j analyse la guerre de Canudos comme exemple d exclusion sociale, par les rites sacrificatoires engagés dans les chocs entre le Même et l Autre. Le cas Conselheiro peut servir soit à démontrer l usage social du mot bandit, importe du settecento français, soit à l usage national des savoirs produits en Europe à la fin du XIXe. siècle quand le concept de criminel est créé, recapitules parmi nous par Raimundo Nina Rodrigues et Euclydes da Cunha. Dans les Inconclusões du travail, à partir des concepts sociaux de criminel et bandit, je renvoie à la discussions sur les notions de contrôle, surveillance et exclusion, mises entre la croyance de l égalité et le manque de respect à la différence et médiatrices de certaines relations entre lê Même et l Autre.

Since the middle of last century, the category of gender is no longer a sense of service to a policy of reproductive sex life in order to become the symbol of a crowd, serving to several possible theories. As a category that is based on the difference between the bodies, though traditionally these studies have been dedicated as a priority to women, the analysis of the male sphere becomes essencial for understanding the relational dynamics of the genre. Although contempt for the other side of the genre (explained by the historical context of enough tension within feminism), research on masculinity has become more frequent, because it has been realized that the relationships of domination also hurt the dominant actor. This inquiry continues in this direction and try to contribute to the deepening of studies of masculinity. Representations of masculinity are more diverse, so that during the process of writing this paper, we try to break the hegemonic model of male, showing that the forms of man have multiple variants, modifying itself according to social class, geographic region, race, religion, etc. Thus, in the world of social facts, one can speak of several men, not just one (as cultivates collective imagination). Among the archetypes produced man, this dissertation is dedicated to one in particular: the metrosexual. The representations of the male are undergoing significant transformations in the last two decades, especially with the rise of metrosexuality, a new male identity that is in dispute. It is noted, however, that the great forerunner of this new male image is advertising, since, being mass culture, this reflects ways of being extracted from society itself, encouraging them. So is the advertising discourse that materialize icons and signs which illustrate the formation of what is shaping up as a "new male profile". This inquiry is part of a survey that examines the representation of men in advertising, trying to observe how fragile is the talk of the metrosexual. Driving up, thus, a critique of consumption and new categories of gender.

This paper aims to reflect a comparative perspective in class processes of present female individualization in the experiences of older women belonging to middle segments and popular city of João Pessoa. Here I try to reveal old age as a period of building yourself. To do that, I make use of the approach on the transformations in the course of contemporary life, the values, representations and practices related to aging women. The central hypothesis of this paper is to present the experiences of aging women which are marked by processes of individualization, inexhaustible even with advancing age and showing that old age can be experienced as a phase of life in which it is building itself. I seek to understand, in this paper, as sociocultural and historical processes are updated in daily practices of the ladies and popular middle segments of our society, conceiving "ladies individualized." I start the assumptions that the individualization phenomenon constitutes a global trend in our society and that the possibility of joint relational and individualistic ideals is present both in the life experiences of individuals from middle segments, as the popular segments. In the case of research conducted for this thesis these individuals are respectively represented by elderly women living in the neighborhood of Bancários, and the community of Timbo in the city of João Pessoa. Because these joints are present in the daily lives of these women and how they present themselves in the course of their lives are questions that guided my thinking. I do not intend here to define how individualization process between older women and middle popular segments work, before long to discuss possibilities of processes of individualization and women from both of them reflect on the variations of the experiences of women aged above 60 as on their identities and representations of aging. The empirical data used in this thesis were qualitatively selected and come from direct observations, semi-structured interviews and stories of life trajectories, collected from 13 women aged between 60 and 70 years old. Seven of these women inhabit in Bancários, and the other in the community of Timbó. The characterization of these women, as belonging to the middle and popular segments, not only did so from the point of view of the place they occupy in the production structure. I analyze elements together as living space, conditions and styles of consumption, income and education, practices and habits of everyday life, trying to take into account concepts and tools to reflect both the objective aspects as those built to the level of culture. Were taken as the object of investigation the particular experiences of these women and sought to situate them in a spatial and temporal context, which includes not only their livelihoods but also the social interactions with other significant actors, capable of interfering in their social practices and daily experiences.