O feminismo tá na moda: uma apropriação do movimento feminista na revista Elle Brasil.

The theme of feminism has never been as much in the daily routine of people as it is now, in tradicional media – television programs, newspaper columns or magazine articles – as well as in forums and discussions on blogs and social networks. This social cause that fights for gender equality has gained strength and millions of supporters in recent years. This female-led movement no longer admits their subjugation to the male sex and brought with it other terms that corroborate this issue, such as female empowerment. In this new scenario, companies needed to undergo internal redesign to better serve this new target audience by creating products and services or even modifying how to communicate with them through more inclusive and truthful campaigns. It is in this context that this study aims to analyze the language strategy applied in the copy of the Elle brand, during issue 331, published in December 2015, on female empowerment in the construction of its magazine that was published in December, discussing the language construction process of this specimen. This work had as a methodology the photographic analysis proposed by Ana Maria Mauad (2005), the semiotic analysis proposed by Roland Barthes (2001) and the discourse analysis proposed by Norman Fairclough (1989), in which I was able to construct the analysis of copy 331 and observe the whole misunderstanding present in this edition on the feminist movement.