62 | nº 29, pp. 61-74 | doxa.comunicación
July-December of 2019
Adolescents and body cult: the influence of Internet advertising in search of the idealized male body
ISSN: 1696-019X / e-ISSN: 2386-3978
Abstract:
This article presents the results of a research aimed at studying whether the vision of advertising images of defined masculine models influences the corporal perception of male adolescents and how they find in the Internet a reinforcement of this ideal of beauty. As study methodologies, in order to analyse the influence on body perception, an experimental study was conducted with 552 adolescents using techniques of viewing ads and surveys and content analysis to assess the information offered by the Internet on issues related to achieving a muscular body. The results show the remarkable influence of viewing of defined bodies in male adolescents and the unconscious use they make of the Internet to seek information and recommendations in this regards.
Keywords:
Publicidad, modelos publicitarios, percepción corporal, adoles-centes, Internet.
Resumen:
En este artículo se exponen los resultados de una investigación cuyo objetivo es estudiar si la visión de imágenes publicitarias de mo-delos masculinos definidos influye en la percepción corporal de los adolescentes varones y cómo éstos encuentran en Internet un refuer-zo de este ideal de belleza. Como metodologías de estudio, para ana-lizar la influencia en la percepción corporal, se realizó un estudio experimental con 552 adolescentes utilizando técnicas de visionado de anuncios y encuestas. Y el análisis de contenido para valorar la información que ofrece Internet en cuestiones relacionadas con con-seguir un cuerpo musculado. Los resultados manifiestan la notable influencia del visionado de cuerpos definidos en los adolescentes masculinos y el inconsciente uso que éstos hacen de Internet para buscar información y recomendaciones al respecto.
Palabras clave:
Publicidad, modelos publicitarios, percepción corporal, adolescen-tes, Internet.
Received: 27/06/2019 – Accepted: 18/10/2019
Recibido: 27/06/2019 – Aceptado: 18/10/2019
1. Introduction
In the present-day, we live in a world with fixation on appearance and image. The pleasure of the material and ephemeral takes precedence over other more spiritual or moral issues, and hedonism is practically established as a vital attitude in our days. Western societies of the 21st century are characterised by a decline in traditional values facing the rise of prestige, youth and image. Beauty, appearance and physical characteristics stand as social standards within the present era of image. “The ‘Homo sapiens’´ has evolved towards the ‘Homo iconicus’, reasoning has subjugated itself to the image and man has slipped into the rapture for this and for the pleasure of the stimulus of the senses. (Fanjul & González,2009) These are the values that prevail today and that reduce the world to material, ephemeral and inconsistent issues.
This content facilitates the development of a somatic culture of attention to the body, as its correct presentation before others is an asset for those who possess it. The body cult is imposed as a value, manifestation channel and a symbol of beauty and success. This body cult obliges the exercise of diverse techniques for its maintenance and strengthening, as low in calorie diets, the development of physical exercise, forceful will, constancy and discipline (Bauman, 2007;Cabrera & Fanjul,2012). In both sexes there is an high assessment of the global physical aspect associated with the perception of the body ( a less greasy body, thin, slender and beautiful). Although this correlation is more accentuated for women, there is currently a growing tendency for men to take care of their physical appearance beyond the muscular modelling of the body. Depilation, manicure, cosmetics, perfumery, fashion, beauty treatments and cosmetic surgery (previously exclusive or aimed for women) begin to form part and acquire importance in the masculine world (Cantero 2008).
