By Christopher Ziguras
This e-book examines the frequent cultural and political effects of the proliferation of well known health and wellbeing recommendation. It offers a key theoretical contribution to the sociological research of future health and embodiment by way of illuminating the techniques of social swap that experience remodeled how participants deal with themselves and the ways that energy and wish now form healthiness behaviour.
Self-Care should be of crucial curiosity to scholars and lecturers operating in the fields of sociology, well-being and social welfare.
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Additional info for Self-Care: Embodiment, Autonomy and the Shaping of Health Consciousness
Example text
The message was that good health is completely within reach of the striving individual—we can all be perfectly fit and well if we just set our minds to it. This is an ideology of autonomy in which the individual is portrayed as free to be whatever he or she wants to be. These proponents of complete personal responsibility will tolerate no discussion of the constraints on reflexive action. For Louise Hay, physical reality is a projection of the mind, and to blame an illness on factors beyond one’s control is seen as a way of avoiding responsibility for one’s own condition.
Working life in contemporary Western societies demands an evr-increasing degree of ontological flexibility. Personality is quickly becoming a raw material for commercial exploitation by employers (McDonald 1993). New Age selftransformative practices are tools with which people can remake themselves much more readily while attaching some greater meaning to this loss of a stable sense of self and loss of a predictable social environment, and thereby enable some people to thrive in the ontological turbulence surrounding postmodern flexibility (Ziguras 1997b).
Thus commercial self-care promotion has an interest in heightening the consumer’s sense of behavioural autonomy, promoting a sense of personal responsibility for health and overemphasizing their ability to influence their health. Michael Parenti describes the cumulative impact these messages have on audiences: The reader of advertising copy and the viewer of commercials discover that they are not doing right for baby’s needs or hubby’s or wifey’s desires; that they are failing in their careers because of poor appearance, sloppy dress; that they are not treating their complexion, hair or nails properly; that they suffer unnecessary cold misery and headache pains; that they do not know how to make the tastiest coffee, pie, pudding or chicken dinner; nor, if left to their own devices, would they be able to clean their floors, sinks and toilets correctly or tend to their own lawns, gardens, appliances, and automobiles.