Naturalidade sem natureza: a construção da mulher como simulacro na revista Plástica & Beleza

Resumo (EN)

The theme discussed in this work is the symbolic violence against women, the ideological action of the naturalization of a specific female body pattern through the mimetic relationship between body and image, taking as reference the analysis of a segment of the printed media, in the case of magazine Plastica & Beleza (P&B). We analyze the construction of the female body-machine in the printed media and the increase of invasive practices such as plastic surgeries used as a way to obtain a perfect and natural aesthetic. The materiality of the magazines and the images conveyed by the media enforce the ideal aesthetic pattern, apparently only achieved through the photoshop, or through surgeries and radical treatments, diffused by the cultural industry and to which the woman submits and replicates. We verified the concept of naturalness in the magazine, through the incidence of words such as "natural", "naturalness", "naturally" and "nature". Our central hypothesis is that symbolic violence perpetuates itself by being self-imposed, when the woman submits herself to the so-called "natural" beauty standards and impinged on her by the media. The symbolic violence against women is present when she seeks to mimetically adapt her body to this ideal image of beauty conveyed by the media, or to submit to invasive practices that call themselves "natural" effect and that induce the woman to discover her "True beauty". In the first chapter we analyze the corpus that proposes as ideal a "natural" body, although produced to hide or solve imperfections considered unnatural through the commercialization of products and services announced. In the second, we explore the concepts of "nature", "naturalness", "natural" and "naturally" frequent in the corpus. In the third chapter, we investigated the role of mimesis in the construction of the image of the female body. We understand that the body pays a high price in this process of trying to resemble the so-called "natural" image, losing its proprioceptive capacity and blunting its senses. The consumption of the products and techniques announced in the magazine leads to the construction of the woman's body through mimesis and the concepts of "natural", "nature" and "naturalness" that are used in the communication of the beauty industry to perpetuate symbolic violence against the woman. The mimesis occurs through the mediation of the body, causing women to develop a behavior in which to modify the body becomes "natural", resembling it in the image, immortal, "perfect", even if the process anesthetizes it and makes the image body immutable and impervious to the actions of time and experiences. Our theoretical framework is based on Wulf, Contrera, Baitello Jr., Hillman, Coghe.