The perfect First Lady

Amidst political turmoil in Brazil, rife with corruption allegations and an approved impeachment trial, one of the most influential Brazilian weekly news magazine, Veja, published an article about the future first-lady.

With current vice-president Michel Temer set to take the top job, the article painted a glowing portrait of his wife, and future first lady Marcela Temer.

Marcela Temer is described as ‘beautiful, ladylike and homely’, she is polite, softly spoken, wears modest clothing, has a degree in law (but never worked in the field), participated in two local beauty pageant contests and is a house wife that is trying for a second child. According to Veja, the perfect first lady — and perhaps women in general — stands in the sidelines and is fully devoted to their husband and family.

Despite reading like a piece from a 50s women’s magazine, the article has been used as a political tool to draw significant comparisons between Marcela Temer and the current female Brazilian president. The article was also strategically written by a female journalist in hope that this would bring more credibility to the point made.

Sexism and stereotypes in Brazil remain a pervasive issue, with strong roots in all levels of society; it is ingrained in all generations and reinforced by the media. Despite its economic boom, Brazil is still a very much patriarchal society, divided by classes and gender.

Whilst mainstream media is trying to position women as prized possessions to be owned by powerful men, the feminists are arming themselves with hashtags and memes to confront outdated gender norms and generate discourse on the topic. The article published last week was followed by a flood of photos with women drinking, smoking, working and dancing, with the hasthtag #belarecatadaedolar, loosely translated as ‘beautiful, ladylike and homely’. A Tumblr album belarecatadaedolar.tumblr.com was also created with over 50,000 publications.

The memes directly confront the celebrated housewife and show that Brazilian women are standing up against the magazine’s propaganda on gender stereotypes. The manifestations are by no means an attack on Marcela Temer’s life choices; women have the right to be ladylike and a house wife if that’s what they want. But this shouldn’t be portrayed as the ‘ideal’ woman or wife.

It is distressful that today we still come across those types of articles, especially from a major publisher. But it is encouraging that women today are using social media to debate sexist opinions and are taking their agenda with all seriousness and humour.