CASTRO, Amanda; AGUIAR, Adriana de; BERRI, Bruna    CAMARGO, Brigido Vizeu. Social representations of rejuvenation in press media. []. , 24, 1, pp.117-130. ISSN 1413-389X.  https://doi.org/10.9788/TP2016.1-08.

The aim of this study was to research social representations of rejuvenation that stand out on cover reports, published on a magazine with a nationwide circulation. Digitalized articles and reports were selected for this study from Veja magazine, available on the virtual archive at the site of Editora Abril. Eighteen editions were analyzed in which the terms "rejuvenate" and "rejuvenation" were cited on cover articles. So as to analyze the data, a technique of lexical analysis of text segment groups was used, in which the commentaries were submitted to a Descendent Hierarchical Classification (DHC), processed by the Iramuteq software. The results obtained by the DHC show that through the decades rejuvenation social representations have spread considering functional rejuvenation associated with health and longevity; social rejuvenation linked to lifestyle transformations and an increased freedom to perform different social roles and aesthetic rejuvenation, related with body normalization, on the seek for physical beauty. It concludes the media authority's voice directly affects the social representations of individuals, modeling ways of thinking and acting in relation to aging, which contributes to the standardization of ways of living, being and to deal with the changes that occur in the body over time.

: Rejuvenation; aging; press media; social representations.

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