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Anisha Datta & Indranil Chakraborty

In: The SAGE Handbook of Consumer Culture

Chapter 26: Are You Neoliberal Fit? The Politics of Consumption under Neoliberalism

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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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