What means to be healthy? Between modern and contemporary advertising

Abstract

The goal of this paper is to examine the different ways the “medicalization of life” appears in media speeches, in order to identify its implications for the production of subjectivities. The starting hypothesis is that there is a current shift in the de nitions of healthiness and normality. Besides the theoretical discussion, we proceed to the analysis of advertisements and journalistic pieces that encompass health subjects dating from the beginning of the 20th century until now.

Keywords

• medicalização
• subjetividade
• saúde
• doença
• publicidade