The fitness speech made body

Abstract

The objective of this text is to analyze the fitness discourse in the voice of coaches (experts) which connects the practices and discourses of the subjects and the body industry. Studying this is essential to understand the appropriation processes carried out by individuals in order to give meaning to bodies projects of those interested in shaping their body through exercise. It is based on the premise that a contemporary conception of the body (linked to the individualization of sickness and as the ultimate reference of identity) has developed at the same time as an industry which focuses on offering ways to enhance the body (and subjects) aesthetically but with limits and costs that vary according to the background of those involved. Subjects are exposed to hegemonic discourses about their body (with an aesthetic approach) that originate in the body industry through advertising /cultural products and experts who serve as mediators. Communication studies have intensively analyzed the first group, so it was decided to focus on the speeches of subjects in their capacity as experts, that is, in their workspaces and appealing to the knowledge and opinions they have acquired.