Body Positive como ferramenta estratégica: uma análise da utilização do movimento para a construção do self da marca

Abstract

This research proposes to present a method of analysis of the use of the positive body movement for the construction of the brand's self. It is known that the movement of body positivity is still quite recent and poorly structured, and that it emerged as a response to the imposition of restricted and unattainable aesthetic standards. With the aim of promoting an exaltation of marginalized bodies, valuing self-love and breaking standards of beauty, the positive body was widely propagated by digital media, however, this wide spread led to a great commodification of the movement, culminating in a appropriation and an emptying of their ideals. In the midst of this context, research offers the construction of a theoretica lmethodological apparatus that can assess how brands build their selfs based on the positive body. As the movement of body acceptance is still lacking in scientific studies, it is necessary to start the research by the notions about the body with Bourdieu (1979) and Le Breton (2006), going through the understanding of beauty issues with Eco (2016), to thus understand your training. To develop further analysis criteria, the research goes through the understanding of the concepts of diversitywashing, brand self, performance and authenticity with Giddens (2002), Goffman (1985), Carrera (2019) and several others that contribute to the understanding these concepts. At the end, 5 analysis criteria are developed for brands that use the positive body as a strategy in building the self.