The modulated body: How lifestyle assemblages channel desire into control

Informações

Código: MKT2391
Divisão: MKT - Marketing
Tema de Interesse: Tema 03 - Cultura e Consumo

Autores

Marina Henriques Viotto (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) marina.henriques.viotto@gmail.com

Resumo

We look at healthism and its dissemination on social media in order to build an understanding of how performative devices (i.e., digital platforms) enable societies of control and the controlled body. Drawing on the Deleuzian concept of societies of control, we analyzed Instagram accounts from three digital influencers who generate content on healthy living and interviews with 11 female consumers who follow these influencers. We contribute to the literature on discipline and control by showing that the body is a key site for control to take place and also that online platforms, through their ubiquitous nature, promotion of the unceasing repetition of formats and modulated content, and confessional relations between influencers and followers, ultimately encourage the control of lifestyles and body shape, constituting, what we call, lifestyle-controlling assemblages.

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