A representação dos secretários executivos nas novelas brasileiras : competências e estereótipos em Chocolate com Pimenta

Abstract

This paper analyzes the representation of the executive secretary in the Brazilian soap opera Chocolate com Pimenta, focusing on the character Roseli. The methodology applied was content analysis, according to Bardin, which allowed the identification and categorization of stereotypes and competencies in the character's actions and dialogues. Set in a historical period before the regulation of the secretarial profession, the soap opera presents Roseli performing typical tasks of the field, highlighting her multifaceted role in administrative support for the factory. The analysis was based on the concepts of gender stereotypes and technical competence. Although Roseli is not sexualized according to traditional stereotypes, she is subjected to derogatory comments about her appearance, verbal abuse, and moral harassment. On the other hand, her competencies, such as information management, language proficiency, and efficiency in administrative tasks, reflect the future demands of the profession. This research reflects on the influence of soap operas in constructing and perpetuating representations that impact on social perception of the executive secretarial profession, focusing on gender and competence aspects.