Aberrant consumers: Selfies and fat admiration websites

In contemporary consumer culture, the healthy body acts as a sign-value for success, a strong work ethic, and self-control; it is viewed as a productive resource and medium for creating "bodily capital." But there is a conflict at the heart of consumer culture, between the imperative to wo...

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Bibliographic Details
Published inFat studies Vol. 6; no. 2; pp. 206 - 222
Main Author Woolley, Dawn
Format Journal Article
LanguageEnglish
Published Routledge 04.05.2017
Subjects
Capitalism
consumer
fat fetishism
health
selfie
thinspiration
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Summary:In contemporary consumer culture, the healthy body acts as a sign-value for success, a strong work ethic, and self-control; it is viewed as a productive resource and medium for creating "bodily capital." But there is a conflict at the heart of consumer culture, between the imperative to work hard and delay gratification, and the consumer dictum of instant pleasure. Health demonstrates the individuals' ability to balance the opposing forces of production and consumption. Overtly fat and thin bodies signify an inability to balance the conflict. In this article, the author compares different forms of self-presentation on social networking sites and online platforms to explore sign-values of the body in contemporary consumer culture. Websites such as Fantasy Feeder offer advice on how to gain social security benefits and use fast food industry "bundling techniques" to maximize calorie intake with minimal cost, suggesting that fat admiration participants are disruptive to social and economic ideals. The author uses Marxist and psychoanalytical theories to interpret photographs of "unhealthy" bodies to build a theoretical model for potentially disruptive figures in capitalist society.
ISSN:2160-4851
2160-486X
DOI:10.1080/21604851.2017.1242356