A beleza como passaporte intergeracional

• Ano de defesa: 2012
• Autor(a) principal: Marcelja, Karen Grujicic
• Orientador(a): Almeida, Vera Lucia Valsecchi de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Gerontologia
• Departamento: Gerontologia
• País: BR
• Palavras-chave em Português: Envelhecimento; Imprensa feminina; Mídia; Corpo; Consumo
• Palavras-chave em Inglês: Aging; Feminine press; Media; Body; Consumption
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::SERVICO SOCIAL
• Link de acesso: https://tede2.pucsp.br/handle/handle/12405

This research talks about how aging process in women is experienced, understood and imagined in contemporary culture. The research takes the universe of women magazines and sites content published between January 2009 and December 2011, using the speech analysis as methodological approach. Until few years ago, women over 40 years old didn t have much expression in feminine press. The data interpretation indicates that their presence has increased lately; still, it is often conditioned to a young appearance. Magazines may show women in their middle age, as long as they don t seem to be that old. In the same way, behaviour and fashion are more identified with younger generations, which helps to disguise or even stop" aging process. In mass media, the most diffused notion is that aging is related not to age itself, but to one s lifestyle. Nowadays, people who are in middle age have the opportunity to revolution the way aging process is lived. Those who struggle to keep young have an even more unique opportunity: avoid getting old, at least socially. To have a young look and style would be, then, a sort of an intergenerational passport , which would allow an interchange with different ages without the risk of isolation or segregation. Due to the amount of products and treatments available against aging, keeping or appearing to be young became a new habit of consumption, as well as an indicator of social position something, therefore, admirable