A comercialização da beleza feminina: o uso do instagram por médicos cirurgiões plásticos na promoção da beleza como mercadoria

Abstract

Corporeity concerns the way individuals behave and present themselves to themselves and others. It permeates individuals as it makes them social beings that constitute a space and a network of physical and psychological influences. With the increased use of social media during the pandemic, advertisements began to be directed at a space that until then was considered leisure. In this sense, driven by the objective of integrating the Sociology of Professions, social media, more specifically Instagram, and studies directed at the body, we sought to develop a work that, through a comparative analysis, builds a dialogue between the publications, discussing their similarities and differences to understand how these narratives are being made available to potential consumers. For this, we sought to identify five professional plastic surgeons who use Instagram as a means of receiving their work to build a critical comparative analysis between their publications and the approaches of the trained public in their profiles. The results show us, mainly, the target audience of this advertising material and how influence through visual attractions is built by professionals.