What means to be healthy? Between modern and contemporary advertising

Authors

  • Paula Sibilia Universidade Federal Fluminense
  • Marianna Ferreira Jorge Universidade Federal Fluminense

Keywords:

medicalization, subjectivity, health, disease, advertising.

Abstract

The goal of this paper is to examine the different ways the “medicalization of life” appears in media speeches, in order to identify its implications for the production of subjectivities. The starting hypothesis is that there is a current shift in the de nitions of healthiness and normality. Besides the theoretical discussion, we proceed to the analysis of advertisements and journalistic pieces that encompass health subjects dating from the beginning of the 20th century until now. 

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Author Biographies

Paula Sibilia, Universidade Federal Fluminense

Professora do Programa de Pós-Graduação em Comunicação (PPGCOM) e do Departamento de Estudos Culturais e Mídia da Universidade Federal Fluminense.

Marianna Ferreira Jorge, Universidade Federal Fluminense

Doutoranda e mestre em Comunicação pela Universidade Federal Fluminense. Bolsista da Capes.

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Published

2016-12-04

Issue

No. 33 (2016)

Section

Artigos | Articles

License

I cede the copyrights to publication of my article to Galaxia journal and will consult the journal’s scientific editor should I decide to republish it later in a book.