A BODY OF TEXT: PHYSICAL CULTURE AND THE MARKETING OF MOBILITY

摘要: Drawing on Althusserian notions of ideology and Bourdieu’s understanding bodily hexis, A Body Text seeks to reframe Physical Culture as an artifact worthy serious study, more complex less reactionary than its beefcake-and-sentiment reputation might suggest. This dissertation addresses the story magazine from three different perspectives, reading through lenses media history, medical history social context, in order understand ways which class operated body. In contrast nearly every other publication early twentieth century, suggested that mobility was possible, success would naturally follow improvement body health. Whereas idea “fitness” eugenics movement very clearly indicated essential condition, consequent quality germline, initiated fitness obtainable – commodifiable diet, exercise what we now call “lifestyle.” Much this argument is constructed by contrasting with Hygeia, health created American Medical Association for a lay audience, impresario Bernarr Macfadden his counterpart at AMA, Morris Fishbein. Macfadden’s has been told retold (albeit biographies are increasingly interesting but not yet definitive), Fishbein’s be subject responsible biography. First gestures direction open door further work Fishbein subject, deeper studies relationship between medicine, marketing modern consumerism. Far suggesting ipso facto liberatory force or sophisticated theorist, likeliest explanation complex, unstable evolving constructions politics twofold: first, coming himself “unfit” germlines, needs enrich contemporary thinking about make sense (and room for) own success; second, importantly: you can’t sell bloodline.