Critical analysis of the relation between body; beauty and consumption in the new media

The relation between woman and beauty has been carried out by the patriarchal structure and capitalist system through a hegemonic process and afterwards woman's effort of becoming beautiful turns into consent. This study analyzes the representation of beauty and consumption which have been created by the woman in terms of hegemony and consent upon body according to the portal and forum contents of Women's Club. The fact that woman has become both the object and subject of consumption in this sense has been the most significant manifestation of woman's prosumer identity. For this reason, woman's life surrounded by consumption and the discourses has been interpreted with regards to critical economy politics and Gramsci's concepts of hegemony and consent in accordance with woman's prosumer identity in the background. Portal and forum contents of Women's Club have been qualitatively and quantitatively analyzed through purposeful sampling method as a data collection tool among the types of paradigms which is not coincidental in terms of its content. As a result of the analysis, it has been observed in Women's Club that woman has accepted with consent to be represented with beauty within a patriarchal structure, obtaining beauty with consumption has become natural and the woman herself has turned into the transposer of consumption. Thus, Women's Club builds a new place of power created by woman upon another woman with beauty and consumption after the formation of another field in which man has created authority upon woman. Key Words: Body, Beauty, Consumption, Prosumer, Feminism