FEMALE AND MALE BODIES IN HEALTH AND FITNESS DISCOURSES : EXAMPLE OF WOMEN'S HEALTH AND MEN'S HEALTH MAGAZINES

Post modern toplumda, kendi bedenini ‘özgürce’ dönüştürmeye muktedir kılınan kadın; aynı zamanda sınırları git gide muğlaklaşarak iç içe giren sağlık, incelik, güzellik ve gençlik durumuna ulaşma beklentisiyle belirli diyet ve egzersiz pratiklerine tabii kılınmaktadır. Gittikçe çoğalan bilgi iktidar mekanizmalarının medya aracılığıyla yaydığı 'normal', 'ideal', 'hakikat' ve 'sağlık' tanımlamaları bazı bedenleri dışlamakta, ayıplamakta, damgalamakta, objeleştirmektedir. Bu çalışmanın ilk fazında, kadınlık ve erkekliğin yeni tanımlarını sağlık ve fitness söylemi kisvesi altında yayan Women’s Health  ve Men’s Health dergilerinin (2014-2018) kapak sayfalarındaki modellerin beden dili belirli kategoriler üzerinden Erwing Goffmann (1979), Margaret Carlisle Duncan (1990) ve Iris Young (1980)’ın önceki çalışmaları baz alınarak göstergebilimsel çözümlemeye tabi tutulmuştur. İkinci fazda, kadın ve erkek bedenlerinin sağlık ve fitness reçeteleri bağlamında inşa edilmesi Dworkin & Wachs (2009) tarafından kullanılan içerik ve metin analiz yöntemiylederginin ana başlıkları üzerinden incelenmiştir. Women’s Health ve Men’s Health dergileri ve bu dergilerin yaydığı bilgi-iktidar ve normalleştirme mekanizmaları, 'süper-değer haline gelen sağlık'a erişmek için belirli toplumsal cinsiyet rollerini ve görünüşlerini dikte etmekte ve okuyuculara bu dönüşüm kisvesi altında belirli tüketim ve ahlaki pratikleri diyet ve egzersiz uygulamaları olarak sunmaktadır.

In postmodern society, women who become enabled to transform their bodies ‘freely’ are also subjected to certain dietary and exercise practices with the expectation of health, weight loss, beauty and rejuvenation; concepts who become more and more embedded with each other as their boundaries become abstract. Knowledge-power mechanisms are constantly accumulating and broadcasting definitions of "normal", "ideal", "truth" and "health" via media. By doing so, they create the basis for some bodies to be objectified, criticized, labeled or cast out. In this study, the models’ body language in cover images of Women's Health and Men's Health magazines (2014-2018) which broadcast new definitions of womanhood and manhood, were subjected to semiotic analysis on certain categories taking Erwing Goffmann(1979), Margaret Carlisle Duncan(1990) and Iris Young's (1980) similar studies as a theoretical base. The way male and female bodies which are constructed in regard to health and fitness prescriptions was also analyzed by using content and textual analysis used by Dworkin and Wachs (2009) on the main headings of the journals. The Women's Health and Men’s Health magazines and their knowledge-power and normalization mechanisms; broadcast certain gender roles and appearances hidden inside idealized health and fitness discourses, compel the readers to transform their bodies to achieve "health as a super value", dictate consumption and moral practices under the guise of this transformation, dietary and exercise practices.

Dans la société postmoderne, les femmes qui ont la possibilité de transformer leur corps «librement» sont également soumises à certaines pratiques diététiques et physiques, dans l’attente de la santé, de la perte de poids, de la beauté et du rajeunissement; concepts qui deviennent de plus en plus intégrés les uns aux autres à mesure que leurs limites deviennent abstraites. Les mécanismes du savoir-pouvoir s'accumulent et diffusent en permanence les définitions de "normal", "idéal", "vérité" et "santé" via les médias. Ce faisant, ils créent la base pour que certains corps puissent être objectivés, critiqués, étiquetés ou chassés. Dans cette étude, le langage corporel des modèles dans les images de couverture des magazines Women’s Health et Men’s Health (2014-2018), qui diffusent de nouvelles définitions de la féminité et de la virilité, a été soumis à une analyse sémiotique de certaines catégories, notamment Erwing Goffmann (1979), Margaret Carlisle Duncan (1990) et Les études similaires d'Iris Young (1980) constituent une base théorique. La manière dont les corps des hommes et des femmes construits en ce qui concerne les prescriptions de santé et de condition physique a également été analysée à l'aide d'une analyse du contenu et du texte utilisée par Dworkin et Wachs (2009) dans les principales rubriques des revues. Les magazines Women’s Health et Men’s Health et leurs mécanismes et leursmécanismes de connaissance, de pouvoir et de normalisation; diffuser certains rôles et apparences de genre cachés dans des discours idéalisés sur la santé et la forme physique, obliger les lecteurs à transformer leur corps pour atteindre la " la santécommeunesupervaleur", dicter la consommation et les pratiques morales sous le couvert de cette transformation, pratiques alimentaires et physiques.