Artificial beauty of cosmopolitan women : the beauty myth in horoscopic discourse

Abstract

Engrossed in contemporary myths, often unconsciously, minds are implemented with various, often unreasonable ideas and ideologies. The successful functioning of the beauty myth comes as no surprise in the culture of excess, in which the focus dares to be on what purely economically and politically beneficial at a given moment. The paper aims at deciphering the specificity of the beauty myth’s mechanism relying upon linguistic devices of analysis. The first part introduces the main purposes of the study, assumptions for the research and builds up a theoretical background to it. The second part constitutes a presentation of the observations made, a critical discourse analysis and an attempt at a socio-linguistic analysis of the beauty myth which manifests itself in the compiled horoscopes.