BENLİĞİ, SAĞLIĞI VE BEDENİ UMUT VE AHLAK SÖYLEMLERİYLE DENETLEMEK

Yıl 2019, Cilt: 2019 Sayı: 2, 86 - 103, 11.12.2019

Okan Baldil

Öz

Modern tıp ve sağlık
kültüründe üretilen sağlıklı yaşam anlayışları ve söylemleri kapitalist bir
toplumsal ve finansal hareket halini almıştır. Bu hareket, hem estetik hem de
sağlıkla ilgili konular olan obezite ve zayıflama sorunlarını gündemine alarak
çeşitli yaşam tarzları, umut, ahlak ve tüketim söylemleri üretmiştir. Bu
tıbbileştirilmiş ve metalaştırılmış süreçte, artan sayıda yatırımcı grubu,
beden politikacısı, tıp, kozmetik, kimya ve medya endüstrisi profesyonelleri
insanları “hastalar” ve “müşteriler” olarak tanımlamaya başladı. Bu tür egemen
paradigmalar, nihayetinde hastalıklı bir toplum algısına yol açabilir. Bu
bakımdan, biyoiktidarı oluşturan bu güç grupları, toplumu hastalıklı bir toplum
söylemi üzerinden manipüle edebilmek için umut ve ahlak söylemlerini kullanmaya
başvurmaktadır. Bu çalışmada hem teorik argümanlar hem de anket sonuçlarını
sunmayı, online (çevrimiçi) anketimin sonuçlarını tüketim-karşıtı ve eleştirel
bakış açıları çerçevesinde yorumlamayı hedefliyorum. Aşağıdaki bölümler
öncelikle teorik argümanları tartışacak ve son olarak bulgular tartışılacaktır.

Anahtar Kelimeler

Umut, ahlak, sağlıklı yaşam, tüketim kültürü

REGULATING THE SELF, HEALTH AND BODY THROUGH HOPE AND MORALITY DISCOURSES

Öz

Healthy life
understandings and discourses produced in contemporary medical and wellness
culture have become a capitalist social and financial movement. This movement has
produced various lifestyles, hope, morality and consumption discourses after
putting obesity and slimming issues, which are both aesthetics and
health-related matters, into their agendas. In this medicalized and commodified
process, people have begun to be defined as “patients” and “customers” by an
increasing number of investor groups, body politicians and professionals in
medicine, cosmetics, chemistry and media industries. These kind of dominant
paradigmas eventually may lead to a perception of an ill society. In this
respect, these power groups constituting the biopower resort to utilizing hope
and morality discourses to be able to manipulate the society into an ill
society discourse. In this study, I target presenting both theoretical
arguments and survey results and interpreting the findings of my online survey within
the context of anti-consumerist and critical perspective. The following
chapters will firstly discuss theoretical arguments and finally the findings
will be discussed.

Anahtar Kelimeler

Hope, morality, healthy life, consumer culture

Kaynakça

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