The study of Semiotics is widely recognized in terms of understanding symbols, signs and signification processes. Despite this, there are still many gaps in the area of Consumer Culture Theory regarding the exploration of this theoretical-methodological bias. In this context, the present study aims to analyze the meanings associated with sapphic women in three Brazilian soap operas of TV Globo from quite different periods: Torre de Babel (from 1998), Em família (from 2014) and Um lugar ao sol (from 2021). Through the foundation in queer theory and dialogue with Judith Butler, it becomes possible to understand and analyze the representativeness of the characters Leila and Rafaela, in the first soap opera, the characters Clara and Marina, in the second soap opera, as well as the characters Ilana and Gabriela, of the most current. This research analyzes whether, over the years, a transformation of this representativeness has been happening, while also analyzing the presence of stereotyped and stigmatized representations that were present during this historical path. It was possible to conclude that there was indeed an increase in representativeness. However, there are still many issues which could be modified in order to achieve greater social naturalization and equity of lesbian and bisexual characters towards others who follow a heteronormative path. This is because one perceives the existence of some stereotypes regarding sapphic experiences, as well as a non-exploration of some realities, even after long intervals of time between one novel and another.