Construindo o corpo na “Medida Certa”?: discursos estratégicos de um dispositivo midiático televisivo

Abstract

Abstract: As we approach issues related to body, it is crucial to consider them beyond the biological aspect. A body is liable to historical, cultural, social, political and technological influences, so it is not only a cluster of organs, but also its clothes, accessories, plugged-in technologies and ways of being and reacting. Bodies also go through changes because of the intricate exchanges in meaning roduction, that is, because of the representations in which judgments and prejudgments, as well as various and diverse identities, knowledges and bodies are constructed. Meanings of what body is are constructed, delivered, affirmed and reaffirmed by a number of processes and pedagogical stances which appeal to us in what is shown and in what is hidden. One can note that nowadays, from these many pedagogical stances, the media are seen as decisive. Through their cultural artifacts and their pedagogical devices, on the media bodies are produced, controlled, represented and normalized. As a qualitative research with descriptive and explanatory purposes and data collection from a documentary source, this study aims at analyzing the media discourses on the TV show "Medida Certa" (Right Measure) in its first edition, discussing the possible normalization mechanisms regarding body on the program. The discourses from the 12 first season episodes, as well as from the book which followed, are analyzed. This is done based on the premises highlighted by Fischer (2012) about the elements in Discourse Analysis from a foucauldian perspective. Realize the strategies of media language and the presence of standard-setting mechanisms for the body, with some prescriptive related to biological scientific discourse , linked to health parameters and characterizing the box " Medida Certa " as promoter of influence on behavior human.