Prescrições midiáticas: saúde, estilo de vida e bem-estar on demand

Abstract

This research investigates the types of communication contracts established in magazines specialized in health and well-being, considering the enunciator - enunciatee relationship based on the thematic agenda of the narratives of the journalistic discourse. The corpus of works consists of articles from magazines that are references in these themes, whose circulation, according to the IVC (Circulation Verification Institute), ranked at the top during the period of July 2008 to June 2009, namely: Bons Fluídos, Saúde! é Vital, Vida Natural & Equilíbrio, Vida Simples and Viva Saúde. The discourse analysis was based on Fairclough s discourse theory, and the study was guided by the theory of communication contracts of Charaudeau. Sfez, Bauman, Foucault, Boaventura Santos, Sennet, Lipovetsky, Petrini, Pelbart and Prado to examine the contracts of communication and regimes of visibility that govern the agendas writers propose to their readers to encourage them in their search for well-being, health and lifestyle values. The focus on utopian ideals of the perfect body, abiding health and eternal youth builds contracts of communication that bring into the limelight thosewho seek perfect health for themselves, and extends it, in some cases, to family and community