“If you look great, you feel great”: Instagram and the Construction of Aesthetic Treatments as Technologies of the Self
Minimally invasive aesthetic treatments, such as hyaluronic acid and botulinum toxin injections to fill and shape different parts of the face, have recently become particularly popular in Argentina. The use of the Instagram platform for the promotion of these services is also widespread among doctor...
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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Centro de Investigaciones y Estudios sobre Cultura y Sociedad
2023
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| Acceso en línea: | https://revistas.unc.edu.ar/index.php/astrolabio/article/view/38947 |
| Aporte de: |
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I10-R348-article-38947 |
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Universidad Nacional de Córdoba |
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I-10 |
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R-348 |
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Astrolabio |
| language |
Español |
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Artículo revista |
| topic |
aesthetic Intervenciones estéticas Tecnologías del yo subjetividad género |
| spellingShingle |
aesthetic Intervenciones estéticas Tecnologías del yo subjetividad género Barboza, Romina Andrea Arias, Valentina “If you look great, you feel great”: Instagram and the Construction of Aesthetic Treatments as Technologies of the Self |
| topic_facet |
aesthetic Intervenciones estéticas Tecnologías del yo subjetividad género |
| author |
Barboza, Romina Andrea Arias, Valentina |
| author_facet |
Barboza, Romina Andrea Arias, Valentina |
| author_sort |
Barboza, Romina Andrea |
| title |
“If you look great, you feel great”: Instagram and the Construction of Aesthetic Treatments as Technologies of the Self |
| title_short |
“If you look great, you feel great”: Instagram and the Construction of Aesthetic Treatments as Technologies of the Self |
| title_full |
“If you look great, you feel great”: Instagram and the Construction of Aesthetic Treatments as Technologies of the Self |
| title_fullStr |
“If you look great, you feel great”: Instagram and the Construction of Aesthetic Treatments as Technologies of the Self |
| title_full_unstemmed |
“If you look great, you feel great”: Instagram and the Construction of Aesthetic Treatments as Technologies of the Self |
| title_sort |
“if you look great, you feel great”: instagram and the construction of aesthetic treatments as technologies of the self |
| description |
Minimally invasive aesthetic treatments, such as hyaluronic acid and botulinum toxin injections to fill and shape different parts of the face, have recently become particularly popular in Argentina. The use of the Instagram platform for the promotion of these services is also widespread among doctors and aesthetic clinics. Thus, this social network becomes a space where professionals show, describe, explain and encourage this type of procedures. Our research aims to analyze the meanings that revolve around these treatments, focusing on the conception of the body that underlies these practices, the aesthetic criteria that are put into play, the forms of interpellation to women as the main consumers of these services and the transformations they promise. From the analysis of four Instagram accounts oriented to the promotion of aesthetic treatments in Mendoza and four in-depth interviews with the doctors responsible for these accounts, we analyze, firstly, the conception of the body as a continuously perfectible project and the relations of tension and complementarity between classical aesthetic criteria and contemporary criteria; secondly, we describe the notion of the soul as an asymptotic project, with particular psychic and affective anchors and certain paradoxical tensions. We conclude that aesthetic treatments are constructed as technologies of the self, converging with an aesthetic/ethics fostered by the neoliberal ethos. |
| publisher |
Centro de Investigaciones y Estudios sobre Cultura y Sociedad |
| publishDate |
2023 |
| url |
https://revistas.unc.edu.ar/index.php/astrolabio/article/view/38947 |
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I10-R348-article-389472024-01-02T14:46:23Z “If you look great, you feel great”: Instagram and the Construction of Aesthetic Treatments as Technologies of the Self “Si te ves muy bien, te sentís muy bien”: Instagram y la construcción de los tratamientos estéticos como tecnologías del yo Barboza, Romina Andrea Arias, Valentina aesthetic Intervenciones estéticas Instagram Tecnologías del yo subjetividad género Minimally invasive aesthetic treatments, such as hyaluronic acid and botulinum toxin injections to fill and shape different parts of the face, have recently become particularly popular in Argentina. The use of the Instagram platform for the promotion of these services is also widespread among doctors and aesthetic clinics. Thus, this social network becomes a space where professionals show, describe, explain and encourage this type of procedures. Our research aims to analyze the meanings that revolve around these treatments, focusing on the conception of the body that underlies these practices, the aesthetic criteria that are put into play, the forms of interpellation to women as the main consumers of these services and the transformations they promise. From the analysis of four Instagram accounts oriented to the promotion of aesthetic treatments in Mendoza and four in-depth interviews with the doctors responsible for these accounts, we analyze, firstly, the conception of the body as a continuously perfectible project and the relations of tension and complementarity between classical aesthetic criteria and contemporary criteria; secondly, we describe the notion of the soul as an asymptotic project, with particular psychic and affective anchors and certain paradoxical tensions. We conclude that aesthetic treatments are constructed as technologies of the self, converging with an aesthetic/ethics fostered by the neoliberal ethos. En el último tiempo, han alcanzado especial popularidad en Argentina los tratamientos estéticos mínimamente invasivos, como las inyecciones de ácido hialurónico y toxina botulínica para rellenar y modelar diferentes partes del rostro. También aparece extendido, entre lxs médicxs y las clínicas estéticas, el uso de la plataforma Instagram para la promoción de estos servicios. Así, esta red social se convierte en un espacio donde lxs profesionales muestran, describen, explican y alientan este tipo de procedimientos. Nuestra investigación tiene por objetivo analizar los sentidos que giran en torno a estos tratamientos, enfocándonos en la concepción del cuerpo que subyace en estas prácticas, los criterios estéticos que se ponen en juego, las formas de interpelación a las mujeres en tanto principales consumidoras de estos servicios y las transformaciones que prometen. A partir del análisis de cuatro cuentas de Instagram orientadas a la promoción de tratamientos estéticos en Mendoza y de cuatro entrevistas en profundidad a lxs médicxs responsables de estas cuentas, analizamos, en primer lugar, la concepción del cuerpo como un proyecto continuamente perfectible y las relaciones de tensión y complementariedad entre criterios estéticos clásicos y criterios contemporáneos; en segundo lugar, describimos la noción del alma como proyecto asintótico, con anclajes psíquicos y afectivos particulares y ciertas tensiones paradojales. Concluimos que los tratamientos estéticos se construyen como tecnologías de yo, convergentes con una est/ética propiciada por el ethos neoliberal. Centro de Investigaciones y Estudios sobre Cultura y Sociedad 2023-07-28 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículos revisados por pares application/pdf text/html https://revistas.unc.edu.ar/index.php/astrolabio/article/view/38947 10.55441/1668.7515.n31.38947 Astrolabio; No. 31 (2023): Neoliberal post-feminism and feminist activisms in the current capitalist and pandemic conjuncture; 73-101 Astrolabio; Núm. 31 (2023): Julio - Diciembre: El posfeminismo neoliberal y los activismos feministas en la coyuntura capitalista y pandémica actual; 73-101 Astrolabio; n. 31 (2023): Pós-feminismo neoliberal e ativismos feministas na atual conjuntura capitalista e pandêmica; 73-101 1668-7515 10.55441/1668.7515.n31 spa https://revistas.unc.edu.ar/index.php/astrolabio/article/view/38947/42134 https://revistas.unc.edu.ar/index.php/astrolabio/article/view/38947/42135 Derechos de autor 2023 Romina Andrea Barboza, Valentina Arias https://creativecommons.org/licenses/by-nc-sa/4.0 |