Fitness Culture: Gyms and the Commercialisation of Discipline and Fun [NOOK Book]

Overview

Largely organized via commercial relations of some kind, gyms are key sites for studying consumption and subjectivity in contemporary society. Gym-goers are typically addressed as individuals who take control of both the market and themselves. Through a variety of qualitative sources – ethnographies, interviews and discourse analysis – this book explores how consumers and producers collaborate in the production of the fitness scene. It examines how individuals become fitness ...
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Fitness Culture: Gyms and the Commercialisation of Discipline and Fun

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Overview

Largely organized via commercial relations of some kind, gyms are key sites for studying consumption and subjectivity in contemporary society. Gym-goers are typically addressed as individuals who take control of both the market and themselves. Through a variety of qualitative sources – ethnographies, interviews and discourse analysis – this book explores how consumers and producers collaborate in the production of the fitness scene. It examines how individuals become fitness participants, at locally sustained relationships, the framing of discipline as fun, the meanings attached to the idea of fitness and the negotiation of broader body ideals, to provide a critical discussion of fitness as lived consumer culture. Choice is revealed as a process, rather than a cost-benefit decision; a transformative, ongoing practice rather than an accomplished, rational calculation. Consumption is revealed as an ambivalent practice, with consumers increasingly asked to be active producers of cultural forms that are nevertheless largely circulated and managed by producers who need to consume much of the very same sort they produce.
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Editorial Reviews

From the Publisher
"This engaging exploration of what sustains gym membership as a consumer practice will be of interest to scholars of studies of consumption, the body, leisure and health." - CHOICE Review

"Rejecting cultural dupe models, so prevalent in consumerist analyses of fitness, Sassatelli provides a comprehensive analysis of the range of complicated and sometimes contradictory meanings that participants use to understand their continued participation in a commodified fitness culture." - Jourbanal of Consumer Culture

"Sassatelli has written a great book which will be of wide interest and value to scholars of both embodiment and consumption as well as to the narrower fraternity of 'gym researchers.'" - SocioLogica

"An important contribution to contemporary thought on consumer culture." - Jourbanal of Sociology

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Product Details

  • ISBN-13: 9780230310261
  • Publisher: Palgrave Macmillan
  • Publication date: 8/16/2010
  • Series: Consumption and Public Life
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 248
  • File size: 403 KB

Meet the Author

ROBERTA SASSATELLI is Associate Professor of Cultural Sociology, Department of Social and Political Studies at the University of Milan, Italy. She has published widely on consumer culture and the sociology of the body and cultural theory. Her most recent publication in English is Consumer Culture: History, Theory and Politics.
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Table of Contents


Introduction
Fitness Culture, Fit Bodies and the Ethnography of the Gym
The Cultural Location of Fitness Gyms
Spatiality and Temporality
Interaction and Relational Codes
Framing Fitness
Discipline and Fun
The Culture of the Fit Body
Fit Bodies, Strong Selves
Conclusions: Embodiment, Agency and Consumer Culture
References
Index
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