Global Journal of Human Social Science, G: Linguistics and Education, Volume 23 Issue 8

fashion, with the production of fashion shows in which they were highlighted. It is important to emphasize that this mapping considers the content addressed in the articles, that is, the meanings indicated by the journalistic texts. As the journal does not have a specific section for fashion, this necessary displacement of the occurrences identified in the Cities and Culture sections culminates in the opening of a new block that does not strictly follow the sections presented by Folha de S. Paulo and, therefore, is highlighted with an asterisk in Data table I . Such content, in general, juxtaposes coverage based on publicizing the fashion shows, with São Paulo Fashion Week (SPFW) being the most prominent set. Notably, these articles bring little verbal text, many visual texts with an emphasis on photos, in addition to headlines that translate an idea of representativeness and rupture with figures, images, and performances that are considered hegemonic. Finally, regarding the health guidelines, from the mid-1990s onwards, HIV is directly associated with transvestites and transsexuals in the journal. If, on the one hand, the articles address guidelines and prevention with educational booklets and AIDS support and prevention groups, such as GAPA; on the other hand, they indicate the interest of the College of Medicine of the University of São Paulo (FMUSP) and public health researchers in measuring the number of seropositive people and in the sexual behavior of these individuals, despite the difficulty of finding subjects who agree to participate in such surveys in the period. In addition to sexual behavior and the use of condoms, drug use, and exchange of syringes and needles are also themes associated with LGBTQIA+ as factors for the spread of HIV. Other topics covered are queues at hospitals and gender reassignment surgeries. It is important to emphasize that this term is present in all ten texts identified in the editorial in this period (50% of the total) and, although imprecise, is commonly referred to by people today. When observing the articles, we noticed that, as is the norm in most of those related to medicine and health, what is disclosed is the medical discourse establishing standards of normality when defining diagnoses based on classification systems. This transition process, which is primarily linked to the health of transvestites and transsexuals, is generally included in the Cities section. In the subsequent decade, the health of transvestites and transsexuals curiously does not appear in Folha de S. Paulo. It is from 2012, and on the debates on hormones, that it returns to its printed pages. One text in particular draws attention for addressing the hormonal balance of people who biologically and identitarily recognize themselves as women. In it, transvestites are cited as representing the negative effects of hormone use, as undesirable, an example of what it means to be an “artificial” woman. Although present in the ten other texts in that section and relevant in the process of transitioning the bodies of transvestites and transsexuals, this research did not identify any narrative that addresses specifically hormonal issues in such lives. The discourse that prevails is that of their association with marginality, prostitution, and violence – which suggests that this group is not perceived by the publication as a significant part of its audience. VII. U nderstanding the O utputs In the 1980s, the place of transvestites and transsexuals is stressed in Health with the creation of the concept of “high-risk group” which, although belatedly, is immediately linked to these subjects via media discourses produced on the issue. The rationale for its creation is to track people living with the virus and prevent new infections, being socially directly associated with LGBTQ+ (lesbian, gay, bisexual, transvestite, and transgender people and more), especially gay men, and popularly referred to as the “gay punishment”, which expresses a social degradation of the subjects in question. This discursive context makes society avoid not only those infected by the virus, but also "high-risk groups", in which gays were primarily protagonists and, subsequently, transvestites and transsexuals also occupied this place of social exclusion. that these people were made invisible during the long years of the dictatorship, and as a result, HIV and transvestites, and transsexuals were the subjects of newspapers from the 1990s onwards, ten years after the disease boom. Despite this time-lapse, the result is the engendering of a growing process of discrimination and violence against these subjects. This fact reinforces the importance of realizing that journalistically constructed discourses do not associate cases of violence with prejudice against HIV, but with fights, robberies, prostitution, etc. It was in the 90s that advertisements for prostitution of transvestites and transsexuals in the classifieds appeared more intensely. As we know, advertisements are a source of income for the newspaper. In this way, its editors create increasingly elaborate strategies so that readers are reached and influenced by ads and for advertisers to be attracted and invest, whether in their printed or digital editions. This strategic elaboration is not limited to the purchase and sale of a product or service but encompasses the intentional appropriation of universes and modes of expression previously given in the social sphere. As much as the advertisements analyzed the transvestites and transsexuals are produced by them, advertising, in this case, has a modulation action © 2023 Global Journals Volume XXIII Issue VIII Version I 13 ( ) Global Journal of Human Social Science - Year 2023 G Discursive Walls: Mapping Trans Coverage through Folha de S. Paulo between 1960 and 2017