A representação de identidades corporais femininas pós-modernas na mídia de massa: os discursos das revistas de moda

• Ano de defesa: 2008
• Autor(a) principal: Melo, Flavia Campos de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: ACD; Discurso da moda; Padrão corpóreo hegemônico; Bio-poder
• Link de acesso: https://repositorio.animaeducacao.com.br/handle/ANIMA/3346

The contemporary phenomenon of constant dissatisfaction with our bodies, which victimizes especially women, makes most women surrender their bodies to changes in order to align them with a socially hegemonic model of female corporeal beauty – thin, curvaceous, well-dressed, successful and ‘happy’ bodies. Due to the impositive and prescriptive relationship between body and society, women are led to believe that the consumption of goods and services presented by the media is a way to enter the group of ‘olympic’ bodies. The consumption of certain pieces of clothing is a strategy that can help include or align women to this hegemonic model. In this line, the objective of this work was to investigate the role of the discourse of mass media fashion magazines in the process of aligning their readers to the hegemonic standard of female body beauty. The research corpus is composed of six monthly editions of the Brazilian fashion magazines Manequim and Estilo de Vida (January to June 2006), both published by Abril Publishing House, in a total of twelve editions. The research was based on the theoretical perspective of Critical Discourse Analysis and on the model of the representation of social actors proposed by van Leeuwen (1997). The results indicate that the discourse of women’s fashion magazines try to convince their readers that, to achieve success and social approval, they should surrender to the prescriptions set by the media and become consumers of goods and services that sell the promise of making them attractive, successful and happy. Thus, women’s fashion magazines, together with a host of other media products addressed at contemporary women, play an important role in the 8 formation of women’s opinions concerning their bodies and their life styles. In the process of advising their readers on how to dress, the magazines create and recreate the notion that it is imperative to discipline body and mind, to surrender our biological, ‘natural’ bodies to practices and technologies of bio-control in order to forge (or at least mimick) an ideal body model which is, in fact, a social construct