Fit for Consumption: Sociology and the Business of Fitness by Jennifer Smith Maguire

By Jennifer Smith Maguire

This can be the first text to supply a entire socio-cultural and old research of the present health tradition. health this day isn't easily approximately overall healthiness golf equipment and workout periods, or measures of physique mass index and cardiovascular patience. healthy for intake conceptualizes health as a box during which members and associations might negotiate - if now not altogether reconcile -  the competing and sometimes conflicting social calls for made at the person physique that represent our present period. meant for researchers and senior undergraduate and postgraduate scholars of activity, rest, cultural stories and the physique, this ebook makes use of the USA health box as a case research by which to discover where of the physique in modern patron tradition. Combining observations in overall healthiness golf equipment, interviews with health manufacturers and shoppers, and a discourse research of a large choice of health texts, this e-book offers an empirically grounded exam of 1 of the urgent theoretical questions of our time: how contributors learn how to healthy into client tradition and the provider economic system and how bodies and selves turn into ‘fit for consumption.'

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The YMCA’s attention to athletics for social improvement returned briefly in the 1960s, following President Kennedy’s lead, with a cautionary plea concerning the “softness” of American youth compared to their Soviet counterparts (Putney 1997: 240). The full reinvigoration of the YMCA’s focus on fitness, however, did not occur until the end of the 1960s, when the public’s growing interest in exercise was led not by the YMCA – as it had been in the 1880s – but by other “crusaders,” such as Dr Kenneth Cooper and Dr George Sheehan, the “fathers” of aerobics and jogging.

In short, he offered a manual for a total style of life, including an education in masculinity. The advertisement’s parable of muscularity-as-masculinity was situated at a time of uncertainty for men. If male identity was bound to physique, the growing trend away from agricultural or manual labor meant that working hard no longer guaranteed a “masculine” body. As well, the Great Depression rendered uncertain what little was left in the workplace for defining a masculine identity as the sole and stable breadwinner (Kimmel 1996).

Want to keep pursuing that. So it’s partly a health issue, but there’s . . it’s a vanity issue also. But we’re not supposed to be motivated so much by vanity, right? . ” All of which is probably true, but . . I wouldn’t do it, I wouldn’t be at the gym three days a week if there were not also a vanity issue. Health and appearance, and the perceived worth attached to them, are often inextricably linked in people’s understandings of the meaning and rewards of fitness, and their motivations for participating in fitness activities.

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