Entre pratos e perfis: o feminino como ingrediente na comunicação de restaurantes em Fortaleza

Abstract

This dissertation investigates how the presence and visibility of women on Instagram can contribute to promoting gender equality in the restaurant industry, exploring the challenges they face in the market and the way digital communication works in this context. The research starts from the central question: how can Instagram foster gender equality in the gastronomic sector? To this end, it adopts a methodological approach of content analysis. It carries out a systematic analysis of the posts published between January and December 2023 on the profiles of the restaurants La Vilani and Crepe Rico, in order to identify narratives that connect female entrepreneurship, overcoming, and visibility. The theoretical framework addresses the kitchen as a space for speech and expression, gender inequality in the food industry, and the role of Instagram as a platform for women to promote their businesses and redefine gender stereotypes. As a result, it is expected that the study will demonstrate how the female presence on Instagram goes beyond commercial promotion, contributing to the deconstruction of historical barriers and offering new perspectives for equity in the market.