Making beauty of the female body;Case Study: Women in Rasht

The research seeks to describe the beauty of the female body as a discursive order, to interpret the discourses present in this field as well as the hegemonic mechanisms of representing the female subject within discourse. In this regard, with a qualitative approach and in the framework of the discourse analysis method, the analytical extension of the female body beauty discourses was discussed. Data were collected using semi-structur interview technique among 30 women who were selected through purposeful sampling. The findings of the research led to the interpretation of the body as a subject in three levels of exercise, medicine and diet discourses. The concepts of building and femininity of the body under the guise of sport discourse, standardization and beauty eroticism were formulated in the medical discourse and the concepts of discipline and body shame followed by diet discourse. The interpretation of these three discursive levels shows that patriarchy has the hegemonic aspect as the discourse in the highest level of discursive hegemony and directs the mentality of women in the direction of body management.This discourse with the conception of the ideal woman seeks to negate other forms of femininity and essentially builds the beauty of the feminine body in the form of a male hegemonic look into the feminine body.