ABSTRACT
The body – both as a concept and a physical reality – is central to this book; experiences, beliefs, and representations of the body inform the body enhancement products and practices discussed here. As the body is a crucial concept, this chapter highlights previous research related to the body. The first two sections provide a brief overview of (historical) perspectives on the body; the connection between body and mind; and the relation between neoliberalism, consumerism, and the idea of the body as a project. Following this, the chapter will focus on issues of femininity, masculinity, and sexuality with regard to the idea – and marketing – of a malleable body, particularly in lifestyle magazines.
