Corporeidade e segurança ontológica no contexto padronizador do mercado

• Ano de defesa: 2013
• Autor(a) principal: Gouveia, Tânia Maria de Oliveira Almeida
• Orientador(a): Ayrosa, Eduardo André Teixeira
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Segurança ontológica; Cultura de consumo; Identidade; Norma estética; Body; Consummer culture; Identity; Corpo
• Palavras-chave em Inglês: Ontological security; Normative aesthetics
• Link de acesso: http://hdl.handle.net/10438/11376

In this thesis, we talk about the socially constructed body, the body which is linked to subjectivity and to the identity ofthe individual, and which is impregnated by social and cultural elements. According to Giddens (2009), controlling the body is essential to the individual as to preserve what the author calls ontological security - which brings personal meaning to the individual's !ife and provides points of reference to help him carry on. In the consumer culture, appearance tends to be standardized; and, the cult of the body, among other things, has a selfindulgence appeal. Our main goal is to understand - within the context of normative aesthetics - the discourse and consumption practices of individuaIs in relation to their own bodies, identifying how it connects to their ontological security. In order to achieve this goal, we will: (a) understllIld how the individual sees hisl hers own body, assessing how it relates to their ontologicill'iecurity, (b) examine the presence ofthe market discourse in the tripod 'individualbody - ontological security', (c) identify and arialyze discursive elements as related to physical appearance; trying to understand the role of consumption in this context, (d) investigate the motivations that lead the individual to act, or not, in accordance to the aesthetic norm, analyzing body related consumer practices. The primary data collection was done through qualitative interviews. Respondents were men and women of varied professional activities, 18-50 years, belonging to classes A, B and C (ABEP, 2012), ali ofthem !iving in Rio de Janeiro. Field work was performed from October 2012 to July 2013. The data was ana1yzed using the approach of discourse analysis, considering the French school, particularly Pecheux's view. In line with authors such as Giddens (2002), Goffman (1978) and Schouten (1991), the research concludes that the body is an important part in the individual's notion of self and is also part of the construction of hislher identity. How the individual handles the market's normative message gives us c\ues about his ontological security. The ontologically secure individual is not one who dismisses the market and whose body related consumption practices escape the aesthetic norm. What differentiates a person whose ontological security is fragile is their motivation to adhere to certain stimu!i; and, how he/she deals with their consumer choices. We conclude that the individual with ontological security is less anxious about body related consumption options; and that he/she does not have somebody else's view of their body as a shadow when making decisions about their own appearance. In contrast, individuais without ontological security are more anxious when facing the market's message. There is, to a certain extent, anguish about not meeting these standards; and the body's aesthetic appearance becomes an important part oftheir lives.