Abstract

SEVERIANO, Maria de Fátima Vieira; REGO, Mariana Oliveira do  and  MONTEFUSCO, Érica Vila Real. O corpo idealizado de consumo: paradoxos da hipermodernidade. Rev. Mal-Estar Subj. [online]. 2010, vol.10, n.1, pp. 137-165. ISSN 1518-6148.

In the hypermodern times, in which the "compliment to moderation and cult of the excess" (Lipovetsky, 2004) paradox reigns, the bodies increasingly attract visibility and are dealt with as merchandise to be sold by the cultural industry and health industry. Not rarely does the publicity create an impression that a perfect body, diffused as synonymous of health, well-being and happiness is achievable by all as long as the right instructions and prescriptions are followed./ This way, the body is seen as a "sketch body", which can be remodeled over and over according to the "owner's" taste in order to reach the ideal model. Considering this context, the objective of this article is to reflect critically on the different aspects of this paradox, which are expressed in the current modality of wellness/ discomfort, with emphasis in its excesses and having the Frankfurt school (Critical Theory) as a reference for our theoretic-methodological axis. The collected data from a research on self-image disorders as bulimia, anorexia and overtraining is also examined. This qualitative investigation was executed in blogs, network relationship sites (Orkut) of individuals who carry the referred disorders and it has provided us information related to the contemporaneous ways of discipline/control, social exclusion/ self-confinement, corporal metamorphosis as well as significant testimonials linked to the influence of the new technologies and the media models in a quest/ for the idealized body of consumption. The theoretic-critical analysis undertaken/ has pointed out to the non-existence of a true paradox, whereas to an "excessive" obedience to the ideal norms of a standard body, and when not followed they generate feelings of failure and "discomfort". The "wellness"(well-being) is transmuted into "discomfort", in a journey/ in which associates pleasure to effort, success to control and "perfection" to suffering (pain).

Keywords : Body; Consumption; Hypermodernity; Eating disorders; Excesses.

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