Expressão do sexismo ambivalente em relação à mulher no Brasil: um estudo dos comentários no Facebook

Abstract

Sexism against women arises from the belief in female inferiority and fragility, which has a prejudiced and violent repercussion in different contexts in Brazil and in the world. With the use of Online Social Networks (RSO), space is opened for the easy expression of virtual reports. Therefore, the objective is to analyze the expression of ambivalent sexism against women in Brazil through the comments present in the RSO Facebook according to the Theory of Planned Behaviour (TAP). The study consisted of collecting comments on pages and open groups with a minimum number of one thousand members/followers using the descriptors “feminism” and “women” on Facebook. The result was composed of 315 text segments analyzed using the IRAMUTEQ software by means of similarity analysis. The analysis resulted in four axes indicating attitudes, behavioral control and subjective norm. Attitudes express themselves unfavorable to the expression of sexism. The subjective norm reveals the media and friends as risk factors. Behavioral control shows stereotypes about women as facilitators of sexist behaviors. Thus, based on the results, it is possible to outline strategies in the light of TAP capable of thinking about alternatives to combat sexist behaviors aimed at one or more constructs.