نوع مقاله : علمی-پژوهشی
نویسندگان
1 دانشیار گروه آموزشی جامعه شناسی دانشکده ادبیات و علوم انسانی دانشگاه خوارزمی
2 دانشجوی دکترای جامعه شناسی سیاستگزاری فرهنگی دانشگاه خوارزمی
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Social media, which is rapidly becoming an integral part of society; plays an extensive role in people’s inclination toward plastic surgery procedures.This article analyzes and examines the Instagram pages of cosmetic surgeons. The aim of this research is to conduct semiotic analysis of social media from the perspectives of body management, representation of beauty and youth ideals, and the tendency toward cosmetic surgery among women.The research methodology is qualitative semiotics analysis based on John Fisk's approach. From among 40 popular Instagram pages of cosmetic surgeons, four sample pages were selected and analyzed according to John Fiske's theory at three levels of descriptive (social codes),representational (technical codes) and ideological (ideological codes).The findings indicate that these cosmetic surgeons’ Instagram pages are influenced by patriarchal ideology and discourse.This process contributes to the pathologization of aging,the objectification of beauty and youth, identity construction, commodification of women, stereotypical representation and the engineering of the taste for beauty and youth through medical discourse about appearance and the body, particularly regarding aged or natural bodies. Through the use of cultural industry and advertising,it promotes consumerism, and thus plays a significant role in encouraging women to undergo cosmetic and rejuvenation surgeries while strengthening the motivation of these procedures.
کلیدواژهها [English]
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