O sujeito feminino e suas identidades:uma análise discursiva do padrão estético feminino heterogêneo.

Abstract

Society has been historically marked by the establishment of several paradigms which influence the behavior and the way of living of people. Thus, in the moment we turned to the issue of beauty we realized that the concern regarding beauty and the terms to accomplish that status are eminent. Socially, the acceptance of the body and the aesthetic are generally ruled by joviality and thinness related to the concept of being health. Hence, we perceived that in the center of the liquid modernity, which we are situated today, it is no longer the body that serves the subject, rather the subject is subservient to the body. In this way, in the light of the Discourse Analysis of the French line, this research is guided by the following question: which is/are the recurrent discourse/discourses in the media universe concerning the women relations toward the standard beauty that society has imposed? Based on this issue, the main objective of this study consists of investigating the discourses related to women toward the standard beauty imposed by the society. To do so, we attempted to verify which is the discourse of the mainstream media adressing the women aesthetic values; To highlight the discursive identity of the standard beauty upon the standard beauty socially imposed; To demonstrate the effects of purpose the imposition of a standard beauty causes to the female identity. Our object of analysis is constituted of eight editorial magazines, which are: the editorial magazines of Boa forma ( 268th ed. 24th year, Nº 7, july of 2009), Claudia (Nº 11, 53rd year, November of 2013), Dieta já (Nº 109, March of 2009), Molde&cia Especial Valorize (vol. 11. January of 2017), Nova (396th ed. 34th year, Nº 9, September of 2006), Saúde (Nº 309, March of 2009), Women's health ( 57th ed. July of 2013) and 7 dias com você (Nº 365, June of 2010). This study is considered qualitative, and it is characterized as documentary, interpretative and explanatory methodology. We based our assumptions in the Discourse Analysis of the French line studies, mainly, in the studies of Orlandi (1998), Cazarin (2007), Dantas (2007), Grigoletto (2006), among others, based also in the sociology reflections of some scholars, such as, Bauman (2005) and Griddens (2002), moreover the psicanalitic contributions of Novaes (2010) and Novaes (2013). From this study that was carried out, we noticed that one side predominantly constitutes the discourse of the standarlization of beauty. In the other hand, the shape that was caracterized in the discourse also leads a space to consider the heterogeneity of the bodies..