COMS 393 Lecture Notes - Lecture 6: Medicalization

• School: University of Calgary
• Department: Communications Studies
• Course: COMS 393
• Professor: Kirsten Louise Ellison

Document Summary

Fit, slim, & toned : commodifying the healthy body. How ideas of beauty and health intersect and are commodified. They didn"t put health as one of the themes. They don"t talk about what the other means in the list of themes. For men: weight-loss and appearance were the two most common frames. Surprising that body competence is not number 1. Looking at the cover models: women were partially clothed because they are more sexualized than men. A lot about exercise strategies not health. Maleness is defined in terms of consumption: working out is a form of consumption. Essentially they"re teaching men how to be men . Men are most likely to ask about health. Not only do they have to look a certain way, they need to be able to talk about it more than men. Emphasis on how masculinity is framed rather than how health is framed.