Concepts related to consumption have shifted to include social processes not previously covered by traditional categories. The current review analyzes the application of classical concepts of consumerism to practices recently identified in the health field, like the phenomenon of cyberchondria. The theoretical challenge relates to the difficulty in extrapolating from the economic perspectives of consumerism to self-care issues in the context of information and communication technologies (ICTs). Drawing on recent anthropological categories, the study seeks to understand the phenomenon of self-care commodification under the imperative of self-accountability for health. New consumer identities are described in light of the unprecedented issues concerning technical improvements currently altering the nature of self-care. The study concludes that health is consumed as vitality, broken down into commercial artifacts in the context of a new bioeconomy - no longer linked to the idea of emulation and possession, but to forms of self-perception and self-care in the face of multiple risks and new definitions of the human being.
Consumer Health Information; Self Care; Internet