ميديولوجيا الجسد بين التنميط الاستطيقي و التبضيع التجاري

Abstract EN

Successive civilizations have paid great attention to the body, and have different views to it according to the diversity of cultures, religions, environments… etc, to this day, the body still raises many questions as a phenomenon of multiple scientific and procedural approaches; if every science studies the bodily phenomenon from its own angle, so this research is an attempt to approach the body from the angle of information and communication sciences, although we can't separate the cognitive approaches from each other during the analysis of the subject of the body, because of the complexity of the bodily phenomenon; if the body studies known accumulation and relative abundance in physiological, biological, sociological, theological terms…etc, the research in the subject of body is still in its beginnings on the mediological side, the aesthetic and commercial aspects are ones of the most important mediological topics that have relation with body: in the aesthetic aspect, the media, especially the new media, shows stereotypical aesthetic models that conquers the receiver; male or female, and in the commercial aspect, the media turned the body into a marketable commodity, by displaying it in advertising images, that encourage consumption culture, and inflects the power of the body in contemporary societies, as an effective element, and a sacred entity in the present civilization.

Key words: Mediology of the body - Authority of the body - Aesthetic stereotyping - Commercial marketing.