Insatisfação com a imagem corporal em adolescentes e a influência exercida pela mídia impressa na construção desse descontentamento

Abstract

Starting from the assumption that the Rio de Janeiro city has sociocultural values that strongly seem the big western metropolises`, where media has the power to dictate the rules and values for the stimulation of a unbridled consumerism, we believe that the teenagers girls from Rio de Janeiro are dissatisfied with their body image. To analyze this question, we went on field to investigate by the application of the Body Shape Questionnaire (BSQ), the existence or not of the body image dissatisfaction among these teenagers girls, as well to quantify this dissatisfaction and verify if there are factors associated to it. The data gathering was done in the second semester of 2009 in county schools scattered all over the Rio de Janeiro city, has been the questionnaire applied to 1083 female gender teenagers that were between 14 and 15 years old. It was verified that the dissatisfaction with the self- image can easily arise in adolescence and is associated to factors as body weight, physical activities and diuretics use. Knowing that the media has the power to dictate the norms about body aesthetics and that, besides this, the teenagers girls read the magazines called teens to solve their doubts related to body replays (Bertolli e Talamoni, 2007), another scope of this investigation was to identify by the analysis of the speech proposal by Orlandi (1996) what are the strategies that this magazines use to persuade the teenagers to become eager consumers of the products that are inside its pages. Todateen magazine, for being destined predominantly to the young female public and for presenting increasing amount of copies effectively sold in marketplace being the second most read magazine by the teenagers girls, was chosen to be analyzed. As guidance for the proposal analysis, was use as base the analytic grid proposal by Serra e Santos (2003), that proposes to identify who speaks, so, who is legitimizing the speech, who intermediates the speech and what are the ways to say this speech. The main goal of this investigation was to identify the strategies that are used explicitly and implicitly by Todateen editorial line with the goal to persuade the teenagers to consume its merchandise and services. Apparently, the magazine is much more interested in questions about marketplace and capitalists of selling the products of its pages than teaching the teenagers the real questions related to the body social function. This way, the jobs here present complement each other, for making possible the identification of the body image dissatisfaction in teenagers girls from Rio de Janeiro, besides of demonstrating how this dissatisfaction can be being caused by the excessive manner how media releases stereotyped esthetic standards that should be followed and consumed by the teenagers