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Rossella Ghigi & Roberta Sassatelli

In: The SAGE Handbook of Consumer Culture

Chapter 17: Body Projects: Fashion, Aesthetic Modifications and Stylized Selves

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Body Projects: Fashion, Aesthetic Modifications and Stylized Selves
Body Projects: Fashion, Aesthetic Modifications and Stylized Selves
Rossella GhigiRoberta Sassatelli
Introduction

Consumer capitalist societies have been described as inviting individuals to joyfully take responsibility for their bodies and to invest in body maintenance and enhancement in order to perform culturally appropriate self-presentation. The body is said to become the ‘visible carrier of the self’ in contemporary ‘consumer culture’ (Featherstone, 1982), the finest consumer object subject to endless triumphant, commercially mediated ‘rediscovery’ (Baudrillard, 1998). Fitness culture, for example, has been described as the epitome of such a trend in consumer capitalism, spreading all over the global West (Sassatelli, 2015). All in all, a variety of products and services indeed give evidence to the increasing process of performative, aestheticized rationalization ...

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