گردشگری پزشکی در بهشت تانگو: برندینگ اینترنتی عمل جراحی زیبایی در آرژانتین

This article examines the online marketing literature that promotes Argentina as a rising destination for cosmetic surgeries. The surgical production of “body capital” is branded as an investment practice towards increasing one’s value in the global market economy. Online advertisers portray Argentina as a familiar place where foreigners can feel “at home” due to an assumed “cultural affinity” (i.e., racial, ethnic and cultural similarities) with their Argentine hosts. Argentines are depicted as surgically enhanced role models to be imitated by their foreign visitors. The notion of sensual exoticism is advertised via tango products—from taking lessons to watching tango shows—as a unique component of the cosmetic surgery package that brands improved physical appearance with enhanced sex appeal.