Construction of a healthy subject: discursive relations in food advertisements

Abstract

The post-modern society watching a deepening of the discourse of a healthy diet, which produces, as it circulates in the social environment, meaning effects whose relevance, not infrequently, by anchoring itself in a scientific discourse, conceived as historically true, presents is undeniable, diffusing power. The subjects, immersed in this discursive network, in which rises the concern about the eating habits is a key aspect to life, they are instructed to adopt new lifestyles. In this context, covering the identity as a construct pervaded by power relations, startles to the genre media propaganda, since this device is presented as a disseminator, based on socially constructed paradigms, of discourses, of subjectivities. For the analysis of some advertisements for healthy foods, it was understood that these promote the discursive construction of a "healthy subject" involving, on the power relations underlying a syncretism iconic-language, the idea of a balanced diet with food flavors, the health and beauty body.