THE IMPACT OF PLASTIC SURGERY ON THE SELF-ESTEEM OF PATIENTS IN THE POSTOPERATIVE PERIOD

Abstract

Plastic surgery experienced significant development in the 20th century, primarily due to the major world wars and the necessity to treat injured soldiers. Over the years, reconstructive plastic surgery expanded into aesthetic purposes for healthy patients, driven by the influence of beauty standards in society. In Brazil, interest in Aesthetic Plastic Surgery (APS) has grown, making it the second country with the highest number of aesthetic procedures performed. Physical appearance plays a crucial role in society, influencing interpersonal and professional relationships. The media contributes to reinforcing beauty standards, affecting an individual's self-perception. Aesthetic values are subjective and cannot be scientifically qualified, varying based on individual judgments. APS is motivated by the pursuit of personal satisfaction, improving mental health, and the individual's self-esteem. APS transforms physical appearance and brings about psychological improvements related to the individual's body image. This study is descriptive and quantitative in nature, focusing on procedures, making it a field research with the aim of evaluating the impact of plastic surgery on postoperative patient self-esteem and quality of lifestrategy and its reputation for the corporate institution's image in the face of attacks and criticisms of the quality of its products and services, inevitably exposing its brands in social networks. The work evaluates the interaction of the organizations with the users in order to fulfill the mission of defending their brand in the face of judgments that may negatively expose the products and services of the brand that over the years struggles to survive the current economic situations of the country.