Who is Barbara? Aging in Brazilian feminine press

Abstract

Nowadays, it is perfectly possible to be in middle-age in a good shape, in the top of a career and, many times, conscious of being in the best years of a lifetime. For women, this “new maturity” can be found everyday in streets, in media and in the breaking of standards of behaviour such as the use of low-necked and tight dresses, the relationships with younger men and the continuity of projects in the most different aspects of life, among others. The Brazilian feminine press, however, still finds it hard to follow this new profile of mature women. When maturity is broached, it is usually portrayed either by models whose images are digitally edited or by subjects which, most of the times, do not belong anymore to the quotidian of an older woman, like baby care or tips to seduce a boyfriend. From the verification that there were good opportunities in a field still not explored by the publishing market, the Editora Símbolo, from São Paulo, launched, in 1996, Barbara. It was the first time in the history of Brazilian feminine press that a magazine not only gave attention and self-esteem to women between 40 and 50 years old but also showed them in the cover and editorials. In 2001, when Barbara was about to complete its fifth anniversary, it was not viable anymore, due to the rules of market and the difficulties of women to face their own aging process. The gap left by Barbara was only fulfilled in November 2009, when it was relaunched.