Resumo

RODRIGUEZ ZOYA, Paula G.. The production of disease in the Paradigm of Health of the 21^st century. anagramas rumbos sentidos comun. [online]. 2013, vol.11, n.22, pp.37-52. ISSN 1692-2522.

This work puts in relation the imperative of care of the body and the health to reach a perfect health and the phenomenon of expansion of the medicalization across the invention of diseases. The central thesis states that the overlap of both phenomena supports the sanitary paradigm that takes root in western societies of the 21st century. This paper investigates about the connection of both phenomena from an analytical perspective focusing on social meanings circulation concerning health, disease and care of the body and health, produced by discourses that cross the processes of medicalization of the human condition and everyday life. This paper synthesize the results of a discourse analysis of a corpus of fifty advertising spots relating to medical and cosmetic products broadcasted in opened television and cable in Argentina in 2009. The analysis of the advertising speech of pharmaceutical industry allows reconstructing the significant system of the imperative of perfect health that operates as a device for the invention of diseases and the medicalization of everyday life.

Palavras-chave : Medicalization; perfect health; disease; care of health; sanitary paradigm.

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