This article takes as a subject matter the fictionalisation and the presentation of the female body as a sexual commodity in the consumption culture. In the understanding of the beauty and the standardized body envisaged for the female body by the consumer culture, the female body is being presented as a sexually attractive body, the visuality of which is in the foreground. Thus, we witness that the female body is being degraded by the industrial tools of the economic market to an object of sexual pleasure and consumption in the capitalist economic market of our age and also in the culture that it generates. The capitalist economic market and its culture pursuit to fictionalise a female body design which is constantly changing and innovating. At the same time, this capitalist market and its tools can easily use all components, trends, weaknesses of the female body and sexuality in the socio-cultural codes that exist in the society in order to increase consumption. Ultimately, the women are being directed towards regular body exercises, sports, diets, aesthetic and surgical procedures, cosmetics and care products, books, magazines and TV programs or serials which are constantly describing the updated design bodies in order to attain the bodies which have been formed, modelled and glorified in the context of the consumer culture. This study aims at examining how does the capitalist consumer culture instrumentalise the female body as a sexual commodity in the name of its market and under the pressure of this culture imposing to women the effort to look always young, beautiful and sexy.
Female Body, Consumer Culture, The Female Body as a Sexual Fantasy, Sexuality, The Sociology of The