In Perfect Shape Media Representations of Women’s Health in Brazil

Abstract

This paper suggests an investigation of media representations of women’s health, fitness and wellbeing in Brazil. In this work, we will approach the issues of modern consumption, communication and social identities from an anthropological perspective with the purpose to discuss the role of the media in creating a health ideal characteristic of contemporary culture. A perfect, athletic and desirable body seems to be among the main ideological concerns and daily practices of Brazilian society. In this sense, we observe how media representations suggest the woman’s body to be treated, piece by piece, so that she may conquer a perfect shape. In order to demonstrate this ideal of women’s health as elaborated by mass media, we will analyze selected reports and ads published during a year in Brazilian magazines that target female readers. This may be an interesting path to observe the construction of a feminine model and wellbeing experience that is distinctive of our time. Finally, this study hopes to contribute to the understanding of how media images of health may impact everyday practices of contemporary culture in Brazil.

DOI: 10.5901/mjss.2013.v4n9p474