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Miroslava MALEEVI

DIET MASSFEMININENEUROSIS
Beingonadietisamassoccurrenceamongwomen,nomatterhowmuchorwhetheratalltheyreallyexceedme
dical standardsofidealweight.Idealwomansbodytodayissofragile.Thereisalsonowomanwhocomparingherself
tonormativepicturewillnotseeherselftoofatandtrysomeofnumberlesssupplementsforlosingweight.
Thisworkisaboutthereasonswhywomenareundersuchapressuretobeslim,whyanydifferencefromideal
pictureisconsideratetobenotonlyestethically,butalsomedicallyunjustified.Thereisalsoaquestionwhysostrict
criteriadonotrefertomenaswell.Inhistoricalperspective,peoplearewatchingsocialreasonsofchangingofmot
herly"modelwiththemodelofslim,androidbeautyanditsgrowingintocommonsocialpattern.
Analysisofadvertisingmessagesthatshowsupplementsforlosingweight,showhowthroughthemmanipulation
ofthetermsnature,healthand"youth,womensbrainsarecultivatednotonlybecauseofthepurchaseofrecom
mendedgoods, butbecauseofacceptingdominantvalueorientationandsociallyacceptablepatternsofbehaviour.