FREITAS, D. B.; http://lattes.cnpq.br/4602741874679557; FREITAS, Diana Barbosa.
Resumen:
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..