ABSTRACT
Neoliberalism started out as an economic philosophy and an offshoot of liberal economic theory in the 1930s. Neoliberal economic policy emphasises the role of the free market and the private sector, while pushing for market-friendly policies and a reduction in size of the public sector. In present-day sociopolitical discussions, neoliberalism is often seen as an economic policy that promotes anti-egalitarianism and furthers social inequality. Neoliberal governmentality relies on the market to provide services, while at the same time emphasising the individual's own responsibility and control; i.e. the individual must be self-governing in the market. This chapter discusses 1980s consumer culture and its role in reshaping conceptions of the body, health, and body maintenance. In consumer culture, the individual is encouraged to work on the body and strive for the image that consumer culture has created as desirable; thus connecting the hard work of body maintenance with pleasure and self-expression.
