Resumen

SAMPAIOI, Rodrigo P. A. de  y  FERREIRAII, Ricardo Franklin. Beauty, identity and market. Psicol. rev. (Belo Horizonte) [online]. 2009, vol.15, n.1, pp. 120-140. ISSN 1677-1168.

The purpose of this research is to examine a current phenomenon, known as overvaluing beauty, and characterized by an intense attempt to comply with patterns of physical beauty. It aims to understand the relevance of that phenomenon in the formation of the personal identity of individuals under its pressure, by analyzing contingencies favorable to its emergence and maintenance, as well as the concepts of identity, stigma, and a model of social trans-evaluation. Thus, the research focuses on understanding the symbolic universe in which that overvaluing of beauty takes place, and its possible implications in the construction of the individual’s identity. It suggests four positions as possibilities to face the demand for beauty: submission and rejection as non-emancipating forms of action, and compliance and non-compliance as ways to emancipate the relationship with overvaluing beauty.

Palabras clave : identity; beauty; stigma; emancipation; discrimination.

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