Feminist scholars have long demonstrated how women are constrained through dieting discourse. Today’s scholars wrestle with similar themes, but confront a thornier question: how do we make sense of a food discourse that frames food choices through a lens of empowerment and health, rather than vanity and restriction? This article addresses this question, drawing from interviews and focus groups with women (N = 100), as well as health-focused food writing. These data allow us to document a postfeminist food discourse that (...) we term the do-diet. The do-diet reframes dietary restrictions as positive choices, while maintaining an emphasis on body discipline, expert knowledge, and self-control. Our analysis demonstrates how the do-diet remediates a tension at the heart of neoliberal consumer culture: namely, the tension between embodying discipline through dietary control and expressing freedom through consumer choice. With respect to theory, our analysis demonstrates how the embodied dimensions of neoliberalism find gendered expression through postfeminism. We conclude that the do-diet heightens the challenge of developing feminist critiques of gendered body ideals and corporeal surveillance, as it promises a way of eating that is both morally responsible and personally empowering. (shrink)

This article compares health promotion attitudes towards prostate cancer and Alzheimer’s disease. Our aim is to demonstrate that these two apparently distinct conditions of the aging body – one affecting the male reproductive system, the other primarily the brain – are addressed in similar fashion in recent public health activities because of a growing emphasis on a ‘cardiovascular logic’. We suggest that this is a form of reductionism, and argue that it leaves us with a dangerous paradox: while re-transcending, at (...) least partially, the conceptual separation of body and brain, it clouds much-needed discussion and research, such as contingent issues of socio-economic and socio-cultural disease disparities. (shrink)