Beyond the Westernized Body: Constructing the Ideal Curvy Female Body Through Paradoxical Paradigms

Through qualitative research, we study the body imaginary as a dynamic concept constructed through paradoxical paradigms at individual, social and global levels. In Tunisia, the ideal female body is depicted as curvy. Curves challenge a binary model to become a site of unification between westernized thin ideal and ancestral voluptuous.


Hela Zouaoui, Fatma Smaoui, and Russell W. Belk (2020) ,"Beyond the Westernized Body: Constructing the Ideal Curvy Female Body Through Paradoxical Paradigms", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 173-176.


Hela Zouaoui, Université de Tunis, Tunisia
Fatma Smaoui, Université de Tunis, Tunisia
Russell W. Belk, York University, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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