Representações do Secretariado Executivo Bilíngue em um comparativo entre telenovelas brasileiras e doramas sul-coreanos: gênero, hierarquia e imagem profissional

Abstract

This study aims to comparatively analyze the representations of Bilingual Executive Secretariat in Brazilian soap operas and South Korean dramas, considering aspects related to gender, hierarchical relationships, and the construction of the profession's image. It is based on the understanding that, despite the evolution of the profession and the expansion of its strategic competencies, its social image is still marked by stereotypes disseminated through audiovisual productions. This research is qualitative, exploratory, and descriptive in nature, adopting documentary research as its methodological procedure. The corpus consists of the Brazilian soap operas Chocolate com Pimenta (2003) and Amor à Vida (2013), as well as the South Korean dramas What's Wrong with Secretary Kim? (2018) and Business Proposal (2022). The characters performing secretarial functions are analyzed according to categories related to professional competencies, gender relations, hierarchy, work availability, affective relationships with supervisors, and the professional image constructed by the narratives, based on theoretical contributions from authors such as Hirata (2002), Kergoat (2009), and Bertocco e Loyola (1979), among others. The findings indicate that Brazilian soap operas tend to emphasize personal conflicts and romantic relationships, reinforcing stereotypes historically associated with the secretarial profession while placing technical and strategic competencies in the background. In contrast, South Korean dramas value executive assistance, organization, information management, and professional competence, although they also normalize rigid hierarchical relationships, long working hours, and constant availability for work. It is concluded that, although they belong to different cultural contexts, both types of productions contribute to the construction of the social perception of the Bilingual Executive Secretariat profession, influencing public views of the profession. Thus, this study seeks to broaden discussions on media, gender, and professional identity, contributing to the appreciation of the Bilingual Executive Secretariat profession and to a critical reflection on its media representations.