This paper aims at analyzing the mother's conceptions on her daughter participation in infantile beauty pageant in order to understand how the perceptions on female body, the rationale of beautification, and its relationship with media discourses are imbricated. A case study was undertaken in a semi-structured interview approaching issues about the body, beau-tification, and the media. The interviewee is a 32 yrs old mother, her daughter is 9 yrs old who started in walkways at age of two and half years old. The results showed that implications from media discourses set values, acting as belvederes of a body ideal to be met, favoring the set up of precocious "adulthood", in addition to contributing to raising a consumerist child in a spec-tacularized society. It becomes necessary to reflect on childhood in current days, particularly on girls, and in what ways it has been incited to produce their bodies in view of marketing precepts of beautification.
Body; Beautification; Consumer behavior; Communication Media
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