Women's Social Construction of Rhizomatology in the Context of Sports, Cosmetic and Beauty Centers

The concept of femininity as a social construct that has had many implications at different times is followed by various "occasions", one of the important foundations of which are sports centers, cosmetics and beauty clinics. To this end, the purpose of this study was to identify the implications of femininity. The researchers went to the customers of beauty clinics, sports clubs, hairdressers and health centers to achieve this goal, and with the consideration of theoretical saturation standard, 50 women and girls were interviewed with semi-structured interviews. The obtained information was analyzed using the AnviVo software 11 and also using the data base theory (Strauss coding approach) and presented in the form of a paradigm model. In this research, the cultural hegemony of the West and the culture industry were discovered in the form of causal conditions, the identity of the brucollage, and the facilitation of surgeries and the application of beauty as intervening conditions. Also, the beauty challenge and the sexual representation were considered as ground conditions. Sexual and sexual fantasies, sexual imagination, self-concept, and increased sexual desire were also found as strategies and implications of femininity. Finally, the concept of rhizomatous femininity was extracted as a central nucleus. Paying attention to the concept reflects the implications of femininity