Bądź kowalem własnego ciała. O dwóch narracjach w kulturze masowej

Abstract

In this paper. I describe two current narrations that serve as elements for mass culture – fit- and well-ness. They are assessed as causes of subjugation of our bodies to market mechanisms. By using examples derived from the world of work and contemporary culture, the paper shows how one starts to consider himself/herself as an element of economic exchange. The phenomena discussed herelead to reducing the neoliberal fantasy of free-forming-selves to the ideas of wellness and being fit. Taking care of this sphere becomes the only individual duty, which allows institutions, entrepreneurs and politicians to turn a deaf ear to systemic problems.