I Want To Be The Size S I Was

"The question is what I have not done, I have done a lot of diets, exercise, surgeries, put on a girdle, eat fruit and vegetables" are the words of one of the 45 year old participants, a mother and independent middle class worker, who is part of this qualitative research on the social imaginaries of beauty in a macho country like Colombia, which is full of stereotypes. The construction of identity and the role of advertising, brands, consumption and the subjective need to become part of a size are the topics described and analysed from the knowledge of the mass media and social psychology.