The theoretical part of the master's thesis addresses changes in the view of the body and sexuality in the period of late modernity. The first part presents the social construction of sexuality and the medicalization of bodies, including the history of the medicalization of female sexuality. The medicalization of female sexuality is then further presented in more detail with the classification of sexual disorders according to the Diagnostic and Statistical Manual of Mental Disorders-5, which addresses sexual disorders, for which I also list genital cosmetic procedures as a new form of medicalization of female sexuality as one of the treatment options. I also researched the complications and results of the procedures and women's satisfaction after the procedures, which are also more precisely described and cover both easier and more invasive genital procedures. In the empirical part of the master's thesis, I address the discourses that appear in the advertising of genital cosmetic procedures, specifically in advertising on websites of the providers in Slovenia. I started the empirical work by collecting a sample consisting of three aesthetic clinics and three gynaecological clinics that advertise genital cosmetic procedures on their websites and then using the method of critical discourse analysis to identify different discourses used in advertising. In the end, I also compared my findings with already completed research and concluded that genital cosmetic procedures represent a new form of medicalization of female sexuality, which I proved both with supporting literature and with a critical discourse analysis.
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