#IMPRINCESSIMREAL: Producing and teaching ways of being girl and woman in the world

The text aims to analyse three videos that are part of the Disney's #SouPrincesaSouReal Campaign in Brazil, to discuss how the media productions of this campaign teach and (re)produce certain ways of being a girl/being a woman. We base the discussions on Cultural Studies and Gender Studies, in the post-structuralist strands. From some tools of cultural analysis, we selected and analysed three promotional videos of the campaign, to discuss the representation of girls and princesses, in addition to the addresses present in these cultural artifacts, through images and soundtracks. To this end, we organized two axes of analysis: in the first axis "Determined and dreamer- Between girls and princesses: discussing the addressment present in the promotional videos", we sought to discuss the relationship between the narrative presented in the videos with the girls, with the elements used to address these cultural artifacts to the female children's audience. In the second axis "Dream big, there's always a princess who shows you it's possible': discussing the intertwining between the campaign's idea of female empowerment and the philosophy of dreams", we analyse the use of the philosophy that dreaming is wishing, and dreams come true. Such a philosophy was coined by the Walt Disney Company and was intertwined with the idea of female empowerment, present in Disney's #SouPrincesaSouReal campaign. The accomplishment of the present study allowed us to understand the power that a cultural media artifact developed by a large media corporation, Disney, and by a social movement related to the United Nations, Girl Up, has in the proposal of producing and teaching, in a pedagogical way, varied ways of being a girl and a woman in the world.