ABSTRACT
This chapter demonstrates the value of ethnographic methods in researching bodily matters. These methods allow a sensitive exploration of the diverse meanings and motivations of participants in bodybuilding subculture. Bodybuilding gyms were eventually selected as the main ethnographic site, and the main study was conducted on a time-sampling basis at some 'hard-core' gyms. Bodybuilding is in many respects a highly individualistic world, and there is certainly heterogeneity among gym members. Sexual attractiveness is simply one meaning among many for consuming bodybuilding technologies. The research data nevertheless suggest that sexual attractiveness is certainly a common theme in bodybuilding circles. Many muscle enthusiasts tend to associate muscularity with sexual attractiveness, and they feel that the view is shared by many outsiders. A muscular physique is generally believed to build sexual confidence and high self esteem, but this is threatened if the training regime is ceased and muscle atrophies.
