Abstract:

Photographs and for advertising- product marketting- news producing- image making and for similar activities in internet sites and other mass communication channels caasuses the using of female body as an icon. For this reason, the image of female body's consumption and exploitation is provided. On the other hand the image designed for woman in consumer society is constructed on sex appeal, being thin and beautiful. Recommended for male or female body image is a model element that is also healty and sports. Specifically, the image of sports and sex appeal created together and feed each other. Bodybuilding is a sport and digestive system used for shaping body, made intensively in the last century. Usually this sport is thougt suitable for men, but also demanded by women. The women's body shaping results are look like mostly, male-like structure of a thick muscular body and this consumer society doesn't want a thick physical structure for women. At this moment the remarkable point is why women make this sport. If we want to generalize this, woman satisfy feeling of being admired with having a strong image. It is a investigation case that, these women are very brave that they have negative images imposed by consumer society, contradictorily, they also serve these images again in order to be melted in the oven of consumer society as radical members, must be examined by sociology. Photographs we analyzed shows us female body served as in a powerful structure in a sex object. This is a different presentation method of woman in media. Sports consumer products, sport halls, various sports equipment form a large market by this presentation

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