WHO ARE VELINE? THE ANALYSIS OF THE ROLE OF WOMEN WHO SERVE AS ADORNMENTS IN ITALIAN TELEVISION PROGRAMS ON THE BASIS OF THE DOCUMENTARY FILM TITLED IL CORPO DELLE DONNE

Abstract

The main objective of the study was to describe the role of veline in Italian television programs. The word veline is used in Italy to describe women who serve as adornments in all kinds of TV programs. The subject of the analysis was to do interpretations of the role of veline presented in the documentary film titled Il corpo delle donne (Women’s bodies), which is a collection of scenes from Italian entertainment programs. The analyses were directed for three research questions: What is the pattern of the appearance of veline? What kind of tasks do veline have in TV programs and how are they implementing them? How is their role defined in the programs – how are they staged in relations with co-hosts and recognized by the camera? To answer these questions a qualitative content analysis of media messages by the analysis of discourse was carried out. The analysis was made in the perspective of gender – it was focused on how femininity of veline is constructed in the programs. On the basis of the analysis it can be concluded that the role of adornment played by veline in Italian television programs, comes down to being an object – both in relations with the public, as well as with the host. The conditions of its fulfillment are defined by standards for appearance – veline must be very attractive, but only in a manner consistent with the strict canon, which includes youth and sex appeal, but also specific uniforms accentuating the sexuality of women and behavior consisting on performing the tasks requiring the excitation of lust.