• Summary
  • Contents
  • Subject index

This book explores the cultural politics of four aspects of everyday life - health, comfort, risk and mobility - as manifest in public culture. It examines the commodification of these aspects, arguing that our experience and perception are mediated by discourses circulating in the mass media. The book is an essential reading for those who want to understand modern urban cultural rhetorics. Scholars and practitioners working in the fields of media and communication, consumer behaviour studies and cultural studies will find it highly engaging as well as provocative.

Life, the Low-Calorie Edition: Cultures of Health
Life, the low-calorie edition: Cultures of health

We live in an age when health is in fashion. Even our everyday metaphors seem to have appropriated health as their motif. The economy sometimes (though not recently) exhibits ‘healthy trends’ and factories are frequently termed ‘sick units’. Aphorisms like ‘health is wealth’ and ‘no pain, no gain’ are constants in routine conversations. Marginalized people are historically imaged as ‘lepers’, a nomenclatural practice that dates back to the ancient times when leprosy was considered the worst possible scourge. Low-cal editions are the newest versions of socially desirable, risk-free, feel-good life forms.

Healthy bodies, fit bodies—the great six-pack made popular by the toned bodies of male film stars and the size zero of the ...

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