Abstract:
This article focuses on the increasing use of psychotropic drugs by women. Recent studies indicate a gender variation in the use of these drugs. Women with an average age of 40 would be the main consumer group. From a dialogue between economic sociology and digital world, the article explores discourses and counseling spaces of the digital world. We analyze which image appeal of women emerges and how this image can potentiate the consumption of psychotropic drugs. The methodology included literature review and virtual ethnography on Instagram, investigating influencers who target women between the ages of 40 and 50. This research was conducted throughout the year 2022. We conclude by showing a mirroring aspect of the image of the self-entrepreneurial woman in the digital world as a corollary of the emptying of solidarity spaces and associated with the use of psychotropic drugs.
Keywords:
Psychotropic drugs; Consumption; Women 40’; Social media; Basic health care