Key words: media, breakfast television, fashion, beauty, identity, postmodernism Summary: Disciplining of the body, consumption and the following of the models promoted by the media – these are the three identity strategies that share a dominant position in postmodernism. The influence that is exerted by the media contributes to the variability and the multiplication of identity. In this respect, … Czytaj dalej Aleksandra Powierska, Fashion and beauty – woman and contemporary identity strategies in the context of the analysis of selected television messages