The question of consumption emerged as a major focus of research and scholarship in the 1990s but the breadth and diversity of consumer culture has not been fully enough explored. The meanings of consumption, particularly in relation to lifestyle and identity, are of great importance to academic areas including business studies, sociology, cultural and media studies, psychology, geography and politics. The SAGE Handbook of Consumer Culture is a one-stop resource for scholars and students of consumption, where the key dimensions of consumer culture are critically discussed and articulated. The editors have organised contributions from a global and interdisciplinary team of scholars into six key sections: Part 1: Sociology of Consumption Part 2: Geographies of Consumer Culture Part 3: Consumer Culture Studies in Marketing Part 4: Consumer Culture in Media and Cultural Studies Part 5: Material Cultures of Consumption Part 6: The Politics of Consumer Culture

Are You Neoliberal Fit? The Politics of Consumption under Neoliberalism

Are You Neoliberal Fit? The Politics of Consumption under Neoliberalism
Anisha DattaIndranil Chakraborty

‘Being fit’ means to have a flexible, absorptive and adjustable body, ready to live through sensations not yet tried and impossible to specify in advance. (Zygmunt Bauman, 2012)

Data is cheaper than atta [wheat flour] (Lalu Yadav [a member of Parliament in India, 2016])

The good life made easy; be strong, be healthy, be happy (Goodlife Fitness [a Canadian fitness corporation])

Pleasure after all is a safer guide than either right or duty (Samuel Butler, 2012)

Man does not strive for happiness, only the Englishman does that (Friedrich Nietzsche, 1998)

Introduction

Our friend Siddharth aka Sid, an IIT-Bombay graduate and at present working as a hotshot techie for a ...

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