Consuming the Body: Capitalism, Social Media and Commodification

About the Book

Consuming the Body examines contemporary consumerism and the commodified construction of ideal gendered bodies, paying particular attention to the new forms of interaction produced by social networking sites. Describing the behaviours of an ideal neoliberal subject, Woolley identifies modes of discipline, forms of pleasure, and opportunities for subversion in an examination of how individuals are addressed and the ways in which they are expected to respond. Key modes of address that compel the consumer to consume are: sadistic commands communicated in adverts, TV programmes and magazine articles; a fetishistic gaze that dissects the body into parts to be improved through commodification; and a hystericized insistent presence that compels the consumer to present their body for critique and appreciation that is exemplified in the selfie.

Woolley interprets the visual characteristics of different types of selfies, including #fitspiration, #thinspiration, #fatspiration, and #bodypositivity to understand how they relate to current body ideals. Healthism and culture bound illnesses such as hysteria and eating disorders are examined to demonstrate the impact of commodified body ideals on consumers’ bodies. An analysis of thinspiration images (photographs of emaciated bodies shared on pro-eating-disorder blogs and websites) suggests that the anorexic body represents the logical (and fatal) end point for the idealised body in consumer culture. Fat acceptance selfies suggest there is a fourth mode of address, empowering presence that has the potential to liberate consumers from the ‘trap of visibleness’ produced by the other three modes of address. In conclusion, the book identifies some creative methods for producing selfies that evade commoditisation and discipline.

Table of Contents:

List of Illustrations

Acknowledgements

Introduction

1 Sadistic Commands

2 The Fetishistic Gaze

3 Hystericized Insistent Presence

4 Self(ie) Discipline

5 The Hysteria Economy

6 The Clinical Fetishistic Gaze

7 Anti-Consumers and the Fetishistic Gaze

8 The Bulimic Economy

9 Empowering Presence

Conclusion

Bibliography

Glossary

Index

About the Author :

Dawn Woolley is an artist and research fellow at Leeds Arts University examining consumer culture, social media, and gender. She completed an MA in Photography (2008) and PhD by project in Fine Art (2017) at the Royal College of Art. Her artwork is a feminist critique of consumer culture, encompassing photography, video, installation, and performance to draw attention issues of sexualisation, objectification, and idealisation. Recent solo exhibitions include; ‘Consumed: Stilled Lives’, Perth Centre for Photography, Australia (2021) and ‘Dance for Good & Exercise Your Rights’ in collaboration with Davin Watne, Public Space One gallery, Iowa City (2020).

Review :
A brilliant analysis of consumerism exposing how we are manipulated by capitalism seeking to turn our subjectivity into an object for corporate profit. By drilling into the shiny surface of corporate deceit Consuming the Body uncovers ways to resist the deceptions foisted on us. What are we to do with the idealised mirror-images that capitalism beams at us through social media, making us all fetishists and hysterics? Consuming the Body is written urgently but elegantly, finally offering ways of thinking outside this dangerous box. This book is a fascinating take on selfie culture and beyond, taking up classic feminist psychoanalytic discussions of the fetishistic gaze to think about the impact of social networks, cosmetic surgery, health surveillance and the ‘sadistic commands’ of capitalist consumer culture. Focusing on the increasingly blurred lines between neoliberal self-surveillance and neurosis, the book explores how hysteria, anorexia and bulimia share much with contemporary online imperatives around fitness, health and beauty. Offering some solace through activist work on social networks, the book proposes that selfie culture needs a new set of rules for it to become a space of empowerment and to loosen the disciplinary control that it exerts. Selfies and social media have an image problem - in more ways than one. In this compelling book, Dawn Woolley challenges the narrow stereotypes criticising how bodies are portrayed in these digital media. She elucidates their complex meanings, practices and politics, and in doing so, recuperates their value, particularly for women with non-normative bodies. Dawn Woolley offers up an exciting and eloquent exploration of the often sadistic ways that contemporary capitalism compels us to consume. Importantly Woolley gives us valuable insight into radical self-presentation approaches on social media that glitch and refuse the ‘ideal’ in order to empower a body’s presence.