Looking good or feeling good? The dual role of the body in the taste transformation process

Autor(es)

Viotto, Marina Henriques ^[1] ; Zanette, Maria Carolina ^[2] ; Brito, Eliane Pereira Zamith ^[1]

Afiliação do(s) autor(es)

^[1] EAESP Fundacao Getulio Vargas, Dept Mkt, Sao Paulo - Brazil

^[2] Neoma Business Sch, Mkt Dept, Mont St Aignan - France

• Tipo de documento: Artigo Científico
• Fonte: CONSUMPTION MARKETS & CULTURE; v. 24, n. 1, SI, p. 54-74, JAN 2 2021.
• Citações Web of Science: 0

Resumo

This paper investigates the process of taste transformation in body-centered consumption fields and the role of the body in this process. Although previous studies have investigated taste acquisition, the body is still commonly understood only as the enactor of the practices in this process. By analyzing the context of healthy living, this study identifies the body as a lived-in trigger of taste transformation and the main place where change unfolds. It demonstrates how, after taste transformation, the body becomes a lived-in enactor of practices that display mastery of the tenets of a taste regime but is still captured in normative systems that animate the desire for change. The findings reveal that the body is both situated in normative beauty systems and an embodied enactor of practices and that by unveiling its dual role, it allows individuals to navigate distinction-over and distinction-between. (AU)

• Processo FAPESP: 17/21691-2 - Influenciadores digitais e cultura da vida saudável
• Beneficiário: Marina Henriques Viotto
• Modalidade de apoio: Bolsas no Brasil - Mestrado