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reliability and moderate to high internal reliability, with alphas ranging from .76 to .89), and good convergent and discriminant validity (McKinley and Hyde 1996). Body Shame The Body Shame subscale of the Objectified Body Consciousness Scale (McKinley and Hyde 1996) was used to measure the degree to which individuals feel shame about their bodies when they perceive themselves as falling short of meeting cultural appearance standards. Participants Sex Roles rated 8 items from 1 (strongly disagree) to 7 (strongly agree), such as “When I’m not the size I think I should be, I feel ashamed.” In the present study, items were averaged to create scale scores (α=.89). Scores ranged from 1 to 7, with higher scores indicating more frequent monitoring and thinking about how one looks. Previous research on this subscale has demonstrated stable 2-week test-retest reliability and moderate to high internal reliability, with alphas ranging from .70 to .75, and good convergent and discriminant validity (McKinley and Hyde 1996). Cosmetic Surgery Attitudes The Acceptance of Cosmetic Surgery Scale (ACSS; Henderson-King and Henderson-King 2005) was used to measure the degree to which people hold favourable attitudes toward using cosmetic surgical procedures as a means for changing one’s physical appearance. It consists of three subscales: The Intrapersonal subscale includes five items that represent the endorsement of self-oriented reasons for deciding to have cosmetic surgery, such as “Cosmetic surgery can be a big benefit to people’s self-image.” The Social subscale includes five items that represent the endorsement of social motivations for deciding to have cosmetic surgery, such as “I would seriously consider having cosmetic surgery if my partner thought it was a good idea.” The Consider subscale includes five items that represent the likelihood of deciding to have cosmetic surgery, such as “In the future, I could end up having some kind of cosmetic surgery.” Participants rated each of the items from 1 (strongly disagree) to 7 (strongly agree). In the present study, items were averaged to create scale scores (α=.89, α=.87, α=.92, respectively). Scores ranged from 1 to 7, with higher scores indicating more positive attitudes toward cosmetic surgery. Previous research has shown that each subscale of the ACSS has stable 3-week test-retest reliability, convergent and discriminant validity, and high internal consistency, with alphas ranging from .84 to .92 (Henderson-King and Henderson-King 2005). Furthermore, several studies have examined the subscales as distinct constructs when examining attitudes toward cosmetic surgery (e.g., Henderson-King and Henderson-King 2005; Swami et al. 2008). Results We handled the few missing data points by substituting participants’ mean scale scores for the missing value, and then examined the normality of the data. The skewness (−.53 to +.50) and kurtosis (−.65 to +.56) values for the scale scores indicated normally distributed observations that fell within the acceptable range for testing hierarchical regression models (skewness On norms and bodies: findings from field research on cosmetic surgery in Rio de Janeiro, Brazil Daniela Dorneles de Andrade (PhD candidate in psychology; and Research Associate) To cite this article: Daniela Dorneles de Andrade (PhD candidate in psychology; and Research Associate) (2010) On norms and bodies: findings from field research on cosmetic surgery in Rio de Janeiro, Brazil, Reproductive Health Matters, 18:35, 74-83, DOI: 10.1016/S0968-8080(10)35519-4 To link to this article: https://doi.org/10.1016/S0968-8080(10)35519-4 © 2010 Reproductive Health Matters Published online: 10 Jun 2010. Submit your article to this journal Article views: 5593 View related articles Citing articles: 8 View citing articles © 2010 Reproductive Health Matters. All rights reserved. Reproductive Health Matters 2010;18(35):74–83 0968-8080/10 $ – see front matter www.rhm-elsevier.com PII: S 0968-8080(10)35519-4 www.rhmjournal.org.uk On norms and bodies: findings from field research on cosmetic surgery in Rio de Janeiro, Brazil Daniela Dorneles de Andrade PhD candidate in psychology; and Research Associate, Institute of Political Science, University of Vienna, Vienna, Austria. E-mail: daniela.dorneles@univie.ac.at Abstract: Brazil has the second highest rate of cosmetic surgery worldwide, provided in a large number of public and private clinics and hospitals, especially in the southeast. This qualitative field research in Rio de Janeiro included participant observation and in-depth interviews with 18 women cosmetic surgery patients, 10 key informants (e.g. psychologists and sociologists) and 12 plastic surgeons. Fifteen of the women were either pre- or post-operative; three had not decided whether to have surgery. When asked about their motivations and expectations of the surgery, the majority of the women said they wanted to be “normal”. Most of the surgeons said they acted as empathic companions from decision-making through surgery and beyond. Many of the key informants were critical of what was happening to medical ethics in relation to cosmetic surgery. With the growth in a consumer culture, they saw ethics in medicine becoming more bendable and subject to the “law” of the market. The cult of the body has become a mass phenomenon and taken on an
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