Abstract
The fitness culture emerging in today’s world is an expanding discursive space that produces certain social memory. Based on this perception, we ask: what are the conditions for the expansion of fitness culture? Focusing on these conditions, we used some historical traces of emergence proposed by Foucault to guide us in the theoretical-methodological construction of this paper. Findings included: fitness discourses have been generated in contemporary language by power-knowledge relations for positivity of life and bodies; bio-politics, by operating with the arguments of muscle production (physical exercises), creates-produces “effects of truth” associated with the development of capitalism and consumption, thus producing a new political economy of the fitness discourse with the use of an identity moral place - being fitness, in a work on oneself, bear witness to values of vigor, health, willpower, and control.
Keywords
Human body; Social construction of identity; Life style