Abstract

ALBINO, Beatriz Staimbach; HAMMES, Priscila Daniela  and  FERNANDEZ VAZ, Alexandre. On wellness in Boa Forma Magazine: body, leisure, normalization. Educ. Real. [online]. 2011, vol.36, n.02, pp.569-585. ISSN 0100-3143.

The aim of this paper is to analyze some elements of the discourse on leisure in Boa Forma magazine, focusing on its wellness prescriptions. Under the critical concept of cultural industry, a specific section of the magazine, as well as the cover and the editorials of issues from 2005 to 2007 and issues from September to February of 2001 and 2004 were analyzed. The results point to: 1. a link between beauty, wellness and leisure that takes body as object of investment and transforms it into a commodity through an underhand labor; 2. the presence of repeated but not fulfilled promises of reconciliation with nature by encouraging the restoration of an innate beauty, a gift, and the investment in mind through self-help techniques. At the end, it is underlined the obligatoriness and the instrumentalisation of the ideals of wellness, such as full life, aiming at normalization of bodies and habits.

Keywords : Female Body; Wellness; Leisure; Boa Forma Magazine; Theodor W. Adorno.

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