Sport in the modern age is both politics and business. In a combined world of politics, business, hatred, jealousy and boastfulness, in which each person aims to achieve his objective while “disregarding all the rules,” as Orwell describes, public relations are a valuable strategic and tactical weapon. Success is not measured on the sports field alone, but in the newspaper headlines, on the television and the computer screens and in the bank account. The motto once proposed by Baron Pierre de (...) Coubertin-“Citius, Altius, Fortius” -is slowly clearing the way for a new, more updated motto: “Faster, higher, stronger, bigger and especially-more PR.”. (shrink)

On the basis of extensive research on the relationship between physical activity, exercise and health, as well as strong support from policymakers and practitioners, the “Exercise is Medicine” initiative has become something of a linchpin in the agenda for modern healthcare reform and reflects a broader acceptance that the philosophy of health politics must shift from social engineering to performativity. However, in spite of the avowed commitment to encouraging individuals to take on a more reflexive relation to their health, it (...) remains unclear as to whether an initiative such as this is, unambiguously, a good thing. In this paper, a number of cautionary remarks are made with respect to “Exercise is Medicine” in principle as well as in practice. Firstly, it is argued that equating exercise with medicine is to equate it with a definition of and relation to the body to which it is not entirely akin. And secondly, it is argued that any proposed alignment of the fitness and healthcare industries needs further critical examination, a realigning of interests, and a thorough reconsideration of their suitability of fit. (shrink)

While both men and women work out in contemporary gyms, popular conceptions of the gym as a masculine institution continue. The authors examine organizational processes within a chain of women-only gyms to explore whether and how these processes have feminized the historically masculine gym. They examine the physical setting and equipment, the established procedures for customers' use of machines, and the interactional styles of employees as components of the organization's structure. They argue that the organization's use of technology and labor (...) mobilizes customers' participation in a feminized organizational culture of nonjudgmental and noncompetitive sociability. Organizational processes create a context that fosters gendered interactions and identities among customers. The organizational context calls gendered behavior into play such that the performance is naturalized. The processes outlined may occur in other cases of organizational recoding and suggest ways that transposable gender practices may change the gender coding of an institution yet leave gender hierarchies intact. (shrink)

Cultural capital and hegemonic masculinity are two concepts that have received intense attention. While both have received serious consideration, critique and analysis, the context or field-specificity of each is sometimes ignored. They have been used in a diversity of ways. Using ethnographic and interview data from a US male bodybuilding community, this study highlights one useful employment. Hegemonic masculinity takes different shapes in different fields of interaction, acting as a form of cultural capital: gender capital. Inherent in this discussion are (...) the cultural contradictions apparent among individuals striving for either physical or ideological embodiments of gender capital. Individuals can attempt to embody hegemonic idealizations, but bodies are not only inscribed with gender, inscriptions are read, and read differently by different social actors and in different settings. The capacity of gender capital to remain elusive is precisely what enables gender practices and projects like bodybuilding to retain passionate participation. (shrink)

In this article I discuss some of the findings of an on-going ethnographic study of two once-weekly circuit training classes held in one of the growing number of private health and fitness clubs. The article has four aims. First, to demonstrate and explore the active role of the body in a central practice of body modification/maintenance: i.e. circuit training. Second, to demonstrate that circuit training is a social structure which both shapes the activity of the agent and is shaped by (...) that (shaped) agent. I aim also to explore this structuration process. Third, to draw out a number of aspects of the sociality of body maintenance/modification. Training, I argue, is a form of symbolic interaction, localized within specific and durable social networks. The final aim of the article is to weave these various claims together into a coherent overall account of circuit training as a form of body modification. As an investigation of the embodied nature of practices of body maintenance and the active role of social agents in relation to these practices the article rejoins an important strand of sociological investigations of ‘the body’. At the same time, however, the article seeks to challenge those approaches, often rooted in Foucauldian analysis, which portray the body as ‘docile’ in relation to body maintenance. Foucauldian inspired studies often reify practices of modification as ‘technologies’ or ‘apparatuses’, ignoring the active role of embodied agents in these practices and eliding the difference between texts which prescribe ways of acting and the more messy and complex reality of those ways of acting. (shrink)