Banca de DEFESA: VÍRNIA MARIA PEIXOTO MARTINS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : VÍRNIA MARIA PEIXOTO MARTINS
DATE: 30/09/2021
TIME: 16:00
LOCAL: DECOM
TITLE:

 Body positive as a strategic tool: an analysis of the appropriation of the movement to the brand's self

KEY WORDS:

Body Positive; Feminism. Brand's self

PAGES: 150
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
SUMMARY:

This research proposes to present a method for analyzing the use of the body positive movement to build the brand's self. It is known that the movement of body positivity is still quite recent and poorly structured, and that it emerged as a response to the imposition of restricted and unattainable aesthetic standards. With the aim of promoting an exaltation of marginalized bodies, valuing self-love and breaking standards of beauty, body positive was widely propagated by digital media, however, this wide spread through digital social media led to a great commodification of the movement, culminating in an appropriation and an emptying of its ideals. In the midst of this context, the research proposes the construction of a theoretical-methodological apparatus that can assess the brands that build their self based on the positive body. As the movement of body acceptance is still lacking in scientific studies, it is necessary to conduct a study before its emergence, starting with notions about the body with Bourdieu (1979) and Le Breton (2006), passing through the understanding of beauty issues with Eco (2016), in order to understand his training. To develop the analysis criteria further, the research goes through the understanding of the concepts of diversitywashing, brand self and social facade, with Giddens (2000), Goffman (1985), Carrera (2019) and several others that contribute to the understanding of these concepts. At the end, 5 analysis criteria are developed for brands that use the body positive as a strategy in building their selves.

BANKING MEMBERS:
Presidente - 008.716.335-74 - FERNANDA ARIANE SILVA CARRERA - UFRJ
Interno - 3943432 - JOSENILDO SOARES BEZERRA
Externa à Instituição - ALIANA AIRES BARBOSA - CUU