Marketing of the Body: Policies and Strategies for a Limited Product

Abstract

It is accepted that, the idea of natural physical life’s impossibility corresponds to the permanent mediation of culture through the body and to “every culture generated its own physical culture” determination. This response is supported by the argument, which states that the social power’s political form always displays hegemonic body images, reflects ideal body criteria.  Moreover, sovereign power and gender order also maintains the systematization of body. Especially today, need to be perceived as a large-scale political-ideological-economic project for the reformation of body. This study moves from the understanding of modernity’s “free life of body” motto, also from the idea of body’s multi-explanational structure consists of political demands. This means the colonization of body through technology and practises, which created some desires as; immortality, delaying of aging, prevention of a disease and physical collapse, “feasibility” of a healthy and youthful appearance. These desires operates according to “principle of hope” and promises a market that offers different opportunities for individuals. This study build it’s basis to the assigned meanings of body by New Right and also problematizes the presentation of corporeality by marketing strategies. These assumptions will be carried out by the definitions of;  Kreisky’s, Haug’s, Martin’s, Bauman’s “human model” theories.