Body Conventions and the Fear of Aging

Abstract

The binomial beauty and youth, so commonly used in women's representations in the media, translates aesthetic standards that have already been questioned, but still serve as a parameter for readers' comments and comparisons in the press of women who were beautiful in their youth and now they no longer have the expected image. To discuss this scenario, we choose examples that point to the female aging of public figures, adopting as background for reflection the perspectives of idadismo pointed out by Castro (2015, 2016), the concept of the body as capital of Goldenberg (2006, 2010, 2012, 2015); and fear in Augé (2013), Altheide (2002) and Bauman (2008). In discussing how the media increases the nonconformity with the body itself, we also address the efforts that have been observed in the area of ​​persuasive communication with the presence of people considered outside the stereotype of beauty hitherto imposed, as well as discussing reactions of whom wants that the famous people be always young and beautiful.