A CONSTRUÇÃO DE UM CORPO INSTAGRAMÁVEL:

o discurso da mentoria no mercado da magreza digitalizada

Abstract

This article analyzes the discourse surrounding coaching on Instagram, particularly in profiles that promote weight loss and body control, through a Foucauldian lens of power-knowledge, governmentality, and subjectivation. Drawing on a discursive analysis of five high-follower accounts, the study reveals how mentorships are framed as quick and effective solutions for achieving the “ideal” body, reinforcing a neoliberal consumption logic of the body. Social media platforms are understood as biopolitical devices of discipline and control, where the body becomes both a commodity and a field of symbolic and emotional investment. The research highlights the use of religious, scientific, and self-help discourses to legitimize mentorships and to capture individuals dissatisfied with their bodies, who seek happiness through bodily transformation. The study concludes that these practices function as political technologies of the body that, while offering support, also entrap and subordinate individuals to the logics of visibility, consumption, and body normativity.