Body and contemporary salvation

• Autor(a) principal: Gonçalves, Sandra
• Data de Publicação: 2010
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Verso e Reverso (Online)
• Texto Completo: https://revistas.unisinos.br/index.php/versoereverso/article/view/5776

We begin from the body and its bylaw in order to think about what "salvation" and the avoidance of death are, in the contemporary world. The way we shall approach the body will be that of a mutant, that one in which, in the existential uneasiness of its own biology, shall create to itself a new enclosure, a new biology, supported by the newest technologies (either biomedical, informational, genetic…). In such suggested process, the media scientific speech turns into the verb of a knowing/doing, which proposes us other possibilities of how to be and live in this planet. In the mediatic scene, specifically that of advertising, the mutation ways for a perfect conservation are innumerable, contradictory, though acting like magnets towards the social imaginary. No longer a laymen’s subject, body turns into experts’ matter, and, in order to yield the most of health and well-being, the body worship requires larger and larger knowledge, which leads people, unappealingly, towards the recurrent theme of risk. Final analysis of an advertisement, where is possible to observe the questions we deal with.