Covibesity and the weight of the norms. A cultural epidemic

Abstract

How we shape and socially present our body has extraordinary social importance: appearance is our first business card by which people frame and judge us. This evaluation ends up conditioning our daily lives, from social to professional opportunities. In Portugal, as in many other contexts, one of the most important criteria for determining whether someone is healthy and beautiful is thinness. In a society where thinness and physical perfection are pursuable ideals, this article explores through qualitative methodologies the impact of the discourse linked to the problem of obesity caused by the COVID-19 pandemic on the multiplication and exacerbation of body-related conflicts in Portuguese women aged 18 to 65.