Abstract


TRANSFORMATION OF BODY AND CONSTRUCTION OF TECHNO-SCIENTIFIC BEAUTY IN POPULAR CULTURE
Global popular culture, nowadays, becomes a field of ideological negotiation and struggle in context of health and beauty. Self and body as a display and a physical expression of self, build an order of discourse by various representation forms. Large number of sectors, mostly health, sports and cosmetics, become the founder sources of a new self and body discourse by putting ‘healthy life’ theme into the center of their fields of activity. In this study; reality, as an order of discourse constructed by fit body which is one of the common prototypes in popular culture, is examined in context of health and beauty discourse. Interpretative repertoires, which mean characteristic language constructs, expression and content patterns, are focused in the analysis. This self and body discourse which is confronted with popular magazines and newspapers is researched through four basic interpretative repertoires: (a) “scientific and rational approach to body”; (b) “body as a potential which is needed to be developed by interventions”; (c) “body as a work place, which needs care”; (d) “happiness and joy orientation”. Each one of the interpretative repertoires is connected with the discourse source, which could be named “healthy life and beauty” presenting explanations of what, why and how must be done to possess healthier and more beautiful body. Self and body discourse is explained and argued through interpretative repertoires in psycho-social and cultural context. <

Keywords
Popular culture, fit body, techno-science