ABSTRACT
While the body incorporates fixed capacities such as height and bone structure, the tendency within consumer culture is for ascribed bodily qualities to become regarded as plastic – with effort and ‘body work’ individuals are persuaded that they can achieve a certain desired appearance. Advertising, feature articles and advice columns in magazines and newspapers ask individuals to assume self-responsibility for the way they look. This becomes important not just in the first flush of adolescence and early adulthood, for notions of ‘natural’ bodily deterioration and the bodily betrayals that accompany ageing become interpreted as signs of moral laxitude (Hepworth and Featherstone 1982). The wrinkles, sagging flesh, tendency towards middle age spread, hair loss etc, which accompany ageing should be combatted by energetic body maintenance on the part of the individual – with help from the cosmetic, beauty, fitness and leisure industries.
