O discurso sobre o corpo feminino como fetiche de consumo na atualidade

Abstract

This work aims to study the discourse on the female body, highlighting the thin, healthy and young body, outlined in gyms, supplies, surgical interventions and exposed in social media as a standard of contemporary beauty. By reflecting on the discourse of the female body as a fetish of consumption in the printed media and on the internet, it can be said, first of all, that the discourse of the body leaves the scientific and relational place that modernity conceived and becomes a showcase of the consumer market, a commodity today. Second, that this thin, healthy and young female body establishes a discourse, a mediation between man and his historical process, and that tries to unveil the effects of meaning through sayings that have as support the existing contradictions in the relationship body and subject. Third, that social, historical and ideological aspects influence the role of the feminine over time and its relationship with the body. From these issues, this study tries to understand the exposure of this "perfect female body" (thin, healthy and young) in the media, on the one hand, and, on the other, seeks to present the physical and affective problems of young women arising from eating disorders, especially anorexia, which has been growing alarmingly worldwide. In these representations about the discourse of the female body as a fetish of contemporary consumption, the report of Veja Magazine (edition 2.346, year 46, n. 45, December 6, 2013) which is entitled "The New Form of Thinness: the aesthetic of risk" was of paramount importance as a source of research, as well as newspaper articles and blogs of digital influencers who contributed to the analysis of discursive sequences taken from these materialities. They can be related to the theoretical studies of Michel Pêcheux (1990, 1998, 2014), Eni Orlandi (2012, 2013), Maria Cristina Leandro Ferreira (2013, 2015), Belmira Magalhães (2003, 2005, 2011 and 2017) and Ana Maria Gama Florêncio et al. (2016), as well as to the categories of the French AD, such as Production Conditions, Discursive Formations, Ideological Formations, Interdiscourse and Intradiscourse. It should be accentuated that the discourse on the female body as a fetish of consumption today constitutes a form of subjectivity resulting from the contradictions in the relationship subject and body, which is crossed by language, ideology and the unconscious.