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    American way of Life – Um estudo sobre os padrões de beleza, moda e comportamento feminino na Revista Life en español (1955-1959)
    (Universidade Federal de São Paulo (UNIFESP), 2016) Pieroni, Tatiane Lico [UNIFESP]; Villaça, Mariana Martins [UNIFESP]; http://lattes.cnpq.br/9020046743817649; http://lattes.cnpq.br/8573890608114028; Universidade Federal de São Paulo (UNIFESP)
    In between 1953 and 1969, the magazine Life en español was issued in Ibero American countries, a version of the acclaimed Noth American magazine Life, which intended to broadcast the “american way of life” and establish cultural exchange relations between the United States of America and the Latin American countries during the Cold War. Ever since the 1930’s, the North Americans realized the need to change their attitude regarding their policies towards the rest of the continent. Forsaking military intervention and adopting diplomacy, but still seeking out proximity and a certain degree of control used cultural mechanisms, such as cinema, radio and magazines. Offices were created with the purpose of enabling these mechanisms. In this sense, the researched magazine propagates the North American pattern of consumption. Demands increased due to World War II’s technological advances, products of many niches were released in industrial scale. And so, the search for a new consumer market took place, and this one were at the “backyard”. Beyond the consumption matter, the magazine also introduces liberal thoughts, and in order to drive off the “red danger” proposes the modernization for the Latin American backwardness, even though always guided by the elite ideals, both North and Latin American. This monograph pursuits to comprehend the importance of the press, mainly Life magazine, regarding the cultural exchange, how it was presented and which speeches prevailed. We aim to analyze images and representations of beauty standards, fashion and female behavior widespread by the magazine, and if there is any concern about the specificities of the wide and vast Latin American territory.