The myth of beauty and women's aggravated vulnerability in the consumer society
Modern society has imposed on women a standard of beauty that can be considered unattainable, given that, in addition to its conception as a form of control and social coercion to the disadvantage of women - who began their process of emancipation from the private sphere towards public sphere - this...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Universidade Federal de Santa Maria (UFSM) |
| Repositorio: | Revista Eletrônica do Curso de Direito da UFSM |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/64495 |
| Acceso en línea: | http://periodicos.ufsm.br/revistadireito/article/view/64495 |
| Access Level: | acceso abierto |
| Palabra clave: | Assédio de consumo Direito do Consumidor Gênero Mito da beleza Vulnerabilidade da mulher Consumer harassment Consumer Law Genre Beauty myth Vulnerability of women Acoso al consumidor Derecho del Consumidor Género Mito de la belleza Vulnerabilidad de la mujer |
| Sumario: | Modern society has imposed on women a standard of beauty that can be considered unattainable, given that, in addition to its conception as a form of control and social coercion to the disadvantage of women - who began their process of emancipation from the private sphere towards public sphere - this pattern ended up being absorbed by the consumer market as it observed the possibility of high profit in the face of the so-called “beauty myth”. Thus, using a utopian aesthetic-behavioral pattern, the consumer market invests, deepens and renews artificial needs with the sole objective of profit, making the physical body and beauty a consumer good. This market harassment ends up aggravating women's vulnerability, accentuating historical gender differences that have led to an exclusionary, sexist and patriarchal society. The article, through the deductive-hypothetical method and through theoretical-bibliographic research, presents the so-called “beauty myth”, from its original character - of institutional social control - to its economic foundation. |
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