диссертация (1169135), страница 30

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It is assumed that, these channels are principally seeking to value andpromote secularized lifestyle, which rarely concerns spirituality and religion 400.Thesecularized lifestyle that gives priority to material life and worldliness with less orno religious or spiritual concerns, obviously focuses on the material body.However, body is not a permanent matter and inevitably faces oldness and death.To struggle against the biological aging, people invoke to technologies to maintainbody and its physical beauty. Health enhancement practices such as healthy eatingstyle, attending gyms, doing yoga and meditation, managing stress or havingenough sleeping are ways that surely contribute to hide the physical aging.Western people are "choosing their lifestyles through a third age to escape or optout of the imposition of culturally determined age stages and signs of aging"401.‫ جامعه شناسی‬،‫ مطالعه موردی زنان شهر کرمانشاه‬:‫ مطالعه ارتباط بین جهانی شدن فرهنگی و مدیریت بدن‬،‫ خواجه نوری بیژن‬،‫ پرنیان لیال‬397.281-239 ‫ صص‬.2939 ،9 ‫ شماره‬،‫کاربردی‬Khajenoori B.

Parnian L.Study of Relationship Between Cultural Globalization and Body Managment. Jameshenasiy-e karbordi, No. 3, 2014, pp. 163-180..88-73 ‫ صص‬.2931 ،9 ‫ شماره‬،‫ مطالعات توسعه اجتماعی ایران‬،‫ اندامهای مشاابه در جهان مشابه‬،‫ فتحی سروش؛ رشتیانی آذر‬398Fathi S., Rashtiyani A. Homoginious Body Parts in the Homogenious World. Motaleat e Tosehe Ejtemayee Iran.No.3, 2013. Pp. 79-88..2935 ‫ دی‬3 .‫ خبرگزاری تابناک‬.‫ نسل دوم را بلعید‬،‫نسل سوم شبکه های ماهواره ای فارسی زبان‬399The Third Generation of Persian Satellite TVs. Tabnak News agency.

29 Dec 2016. — Mode of access:http://www.tabnak.ir/fa/news/652506/‫ شبکه اطالع‬.‫ مسیحیت و بودیسم محصول شبکه های ماهواره ای در جوامع اسالمی است‬،‫ ترویج سکوالریسم‬:‫ معاون فرهنگی قوه قضاییه‬400.21.13.2939 .‫رسانی راه دانا‬Deputy Judiciary. Promotion of Secularism and Christianity in Islamic Societies is the product of Satellite TVs.01.12.2014. — Mode of access: http://www.dana.ir/news/182279.html/http://www.dana.ir/news/182279.html/401Twigg J. et al. Body Work in Health and Social Care: Critical Themes, New Agendas.

John Wiley & Sons, 2011.p. 147.127However, principally current Iranian women's body management is muchdirected toward gaining beauty standards and body attractiveness rather thanmaintaining their body health. A member of health ministry has recently stated thatthe condition of Iranian women's physical health is worrying. He maintains thatthis improper condition is related to their lifestyle402. Based on different statisticson Iranian women's health, it can be claimed that the majority of modernbodywork projects fail to sustain healthy natural body. Rather they artificiallymask the body with society's desired beauty.Iranian women rank as the seventh cosmetic users in the world, but themostly imported cosmetics fail to have the country's health standard.

Whereas inrecent years make up wearing in unmarried girls was regarded a taboo, today, theage of cosmetic users has reduced to 13403. The taboo is subverted by girls who areperforming what was once a valued norm. However, today the girls who are caringabout their physical beauty are more valued. Detachment from natural body andcivilizing it in a body project feature a globalized society so that the girls would beidentified as members of modern globalized world..2937 ‫ خرداد‬91 "‫ خبرگزاری دانشجویان ایران "ایسنا‬.‫ وضعیت سالمت زنان ایرانی نگرانکننده است‬402The health status of Iranian women is alarming.

ISNA News Agency. — Mode of access:https://www.isna.ir/news/97032913839/.2932 ‫ اردیبهشت‬25 .‫ سایت فرارو‬.‫واکاوی دالیل افزایش استفاده از لوازم آرایشی در ایران‬403Why Iranian Women Wear Cosmetics? Fararu Portal. 05.05.2015. [Electronic resource]. — Mode of access:http://fararu.com/fa/news/232116/128Fig.

4. An Iranian woman under a heavy mask of makeupWith the help of facial–work, women are representing any mask that isappropriate as their social face. Erving Goffman in late 1960s conceptualized theterm "face". He defines face as the "positive social value a person effectivelyclaims for himself […]. Face is an image of self-delineated in terms of approvedsocial attributes404". Face mirrors self and impressions, social values and situationof that particular interaction, as well as the way we want to be perceived.

Based onthe defined norms of especial society, we can shape the physical appearance of ourface. Milani, argues, "makeup in today Iran […] is a way that women use toexpress their individuality, defy authorities, display ideological identities, andinvoke political coalitions405"Another prevalent way of body management among Iranian women iscosmetic surgeries. The holistic view of body as a whole is reduced by cosmeticsurgeries, that break down women's bodies and faces to parts. As a "machinecomposed of various parts", each part must gain the culturally defined standardsand then be assembled406. The number of Iranians' cosmetic surgeries exceedsseven times more than Europeans' cosmetic surgeries407.

Common cosmeticsurgery among Iranian women is nose job, in addition, other cosmetic surgeries arealso done including fat reductions, breast enhancement or reduction, body lifts,face and neck lifts, vaginal rejuvenation, etc. "Each year 25-30 thousand cosmeticsurgeries are done in the country"408.These unnecessary surgeries are done as thepatients desire to modify and enhance their physical attractiveness.

As a surgery,404Goffman E. Interaction ritual- essays on face-to-face behavior. Garden City, N.Y: Doubleday. 1976. P.5.Millani. F. Words Not Swords: Iranian Women Writers and the Freedom of Movement (Gender, Culture, andPolitics in the Middle East). Syracuse University Press, 2011. p.12.406.Ibid..2939 ‫ اسفندماه‬25.‫ سالمت نیوز‬.‫ برابر اروپاست‬7 ‫ آمار جراحی زیبایی در ایران‬407Iranian's Cosmetic Surgery is 7 times More than Europeans'.

Salamat News.13.19.1125. [Electronic resource]. —Mode of access: http://www.salamatnews.com/news/140842/272-213 ‫ صص‬.2939 ‫ مرداد‬،9 ‫ شماره‬،‫ پایش سبک زندگی‬،‫ مدیریت بدن‬:‫ پرونده ویژه‬،‫ کیادربند سری علی؛ خانی اوشانی نسرین‬408Kiadarband A. Oshani N. Especial Document: Body Management. Paesh, No. 3, 2013. pp. 109-171.405129the cosmetic surgeries also have their potential side effects409. Women whoundergo them evidently risk the associated side effects and choose physical beauty.On the other hand gyms and workouts enjoy a minor role in Iranian women'sbody management. According to Minister of Sports and Youth, more than eightypercent of women don't exercise410. In return, 64 percent of them suffer from extraweight411.Traditionally Iranian women defined their identity in submission of theirphysical body to the patriarchal and pronatalist norms of society.

With nopermission to be seen socially, they devoted their bodies to the family. Today, theirbody control is a clue to their power to resist the confining culture, and to takecontrol of their bodies to establish autonomy and independency. The agency totake control of physical bodies manifests their success to change the physicalbodies as submissive to patriarchal and pronatalist norms to reclaim anautonomous individual status with social position. Marriage and maternity are notthe only identity sources; rather their social presence is an opportunity to definetheir identity.

However, this new identity is not shaped beyond discourse; rather itis discursively constructed. Now under the influence of globalized culture, theIranian women are copying the globalized beauty fashion. The new performanceshave constructed new identities, new bodies that reveal the process ofglobalization. Their bodies as cite of power, once reflected the country's traditionalsubmissive patriarchal social norms while today it reveals globalized bodies insearch of globalized beauty standards.Davis argues that the issue of cosmetic surgery "should be treated in generalwith caution", considering the real motivations behind the desires to undergo such409Women's Cosmetic Surgeryhttp://www.pirastefar.ir/?p=4805fromNosejobtoLabioplasty.29.12.2015.—Modeofaccess:.2933 ‫ مهرماه‬12 ،‫ چرا بیشتر زنان ایرانی ورزش نمی کنند؟ سایت روزیاتو‬410Why most Iranian women do not exercise? Rooziato Portal.

13.10.2017. [Electronic resource]. — Mode of access:http://rooziato.com/139621640/.2933 ‫ مهرماه‬11 .‫ همشهری آنالین‬.‫ درصد زنان از چاقی رنج میبرند‬32،‫ رفیعی زهرا‬411Rafee Z. 64% of women suffer from obesity. The online version of the Iranian daily Hamshahri. 13.10.2017.[Electronic resource]. — Mode of access: http://hamshahrionline.ir/details/384972/Lifeskills/heathsubpage130risky, expensive operations412. He defends cosmetic surgeries to some extend inthe case of the individuals who suffer from being abnormal and decide to havesurgery to be normal. According to Davis such a decision to overcome theunendurable suffrage reveals women's agency to manage their life and define theiridentity413.Noami Wolf discusses that now that women are released from domesticity,today the ideology of feminine beauty is the "modern version" of social control.These" images of female beauty [are] a political weapon against women’sadvancement".

She believes that the infused "notion of beauty" poisons thefreedom of socially successful women, leaving them in a "dark vein of self-hatred,physical obsessions, terror of aging". She calls this situation a new form of maledominance414.Women, who involved in social participation, stopped reciting thesignification of female body as only a caregiver to kids and husband, transformedthe social norms. They take control of their body and this new performances haveproduced new significance of female body as socially attractive bodies. Therecitations in traditional culture reveal the influence of traditional Islamic cultureand the way their bodies have been constructed by it. The modern recitationsmanifest the influence of globalized culture that celebrates attractive femininebody.

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