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<!DOCTYPE html> <html > <head> <meta charset="utf-8"> <meta rel="search" type="application/opensearchdescription+xml" href="/open_search.xml" title="Academia.edu"> <meta content="width=device-width, initial-scale=1" name="viewport"> <meta name="google-site-verification" content="bKJMBZA7E43xhDOopFZkssMMkBRjvYERV-NaN4R6mrs"> <meta name="csrf-param" content="authenticity_token" /> <meta name="csrf-token" content="8WJvOh9g2BzlS2UaM+fu+N/H+ZtHNFIesa81l1oYq1z+t9XdMmnwEi707k2AB4ubE2+R8Pa6EMY4ggBbonPWEA==" /> <meta name="citation_title" content="Boosting bodily capital: Maintaining masculinity, aesthetic pleasure and instrumental utility through the consumption of steroids" /> <meta name="citation_publication_date" content="2019" /> <meta name="citation_journal_title" content="Journal of Consumer Culture" /> <meta name="citation_author" content="Justin Kotzé" /> <meta name="citation_author" content="Georgios A. 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Informed by ongoing ethnographic work on steroid use, this paper aims to explore two" /> <meta property="article:author" content="https://northumbria.academia.edu/JustinKotz%C3%A9" /> <meta name="description" content="Anabolic-androgenic steroid consumption is considered a significant public health issue in a number of countries but particularly in the northeast of England. Informed by ongoing ethnographic work on steroid use, this paper aims to explore two" /> <title>(DOC) Boosting Bodily Capital: Maintaining Masculinity, Aesthetic Pleasure and Instrumental Utility Through the Consumption of Steroids | Justin Kotzé - Academia.edu</title> <link rel="canonical" href="https://www.academia.edu/39085433/Boosting_Bodily_Capital_Maintaining_Masculinity_Aesthetic_Pleasure_and_Instrumental_Utility_Through_the_Consumption_of_Steroids" /> <script async src="https://www.googletagmanager.com/gtag/js?id=G-5VKX33P2DS"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-5VKX33P2DS', { cookie_domain: 'academia.edu', send_page_view: false, }); gtag('event', 'page_view', { 'controller': "single_work", 'action': "show", 'controller_action': 'single_work#show', 'logged_in': 'false', 'edge': 'unknown', // Send nil if there is no A/B test bucket, in case some records get logged // with missing data - that way we can distinguish between the two cases. // ab_test_bucket should be of the form <ab_test_name>:<bucket> 'ab_test_bucket': null, }) </script> <script> var $controller_name = 'single_work'; var $action_name = "show"; var $rails_env = 'production'; var $app_rev = '49879c2402910372f4abc62630a427bbe033d190'; var $domain = 'academia.edu'; var $app_host = "academia.edu"; var $asset_host = "academia-assets.com"; var $start_time = new Date().getTime(); var $recaptcha_key = "6LdxlRMTAAAAADnu_zyLhLg0YF9uACwz78shpjJB"; var $recaptcha_invisible_key = "6Lf3KHUUAAAAACggoMpmGJdQDtiyrjVlvGJ6BbAj"; var $disableClientRecordHit = false; </script> <script> window.require = { config: function() { return function() {} } } </script> <script> window.Aedu = window.Aedu || {}; window.Aedu.hit_data = null; window.Aedu.serverRenderTime = new Date(1732492255000); window.Aedu.timeDifference = new Date().getTime() - 1732492255000; </script> <script type="application/ld+json">{"@context":"https://schema.org","@type":"ScholarlyArticle","abstract":"Anabolic-androgenic steroid consumption is considered a significant public health issue in a number of countries but particularly in the northeast of England. Informed by ongoing ethnographic work on steroid use, this paper aims to explore two particular dimensions of bodily capital within the overarching context of hyper-masculinity. Towards this end we focus on aesthetic pleasure as the ‘boosted’ body becomes a site of contemporary consumption before taking a look at the instrumental utility derived from a sufficiently primed and tuned body. Accordingly, and with a view towards the changing currency of bodily capital, we explore the contemporary importance attached to both attaining and maintaining both elements of a ‘boosted’ bodily capital. The significant role steroids play in facilitating this is then discussed; yet rather than locating its consumption in the realm of ‘deviancy’, we view it as a means of hyper-conforming to neoliberalism’s cultural norms and values. By drawing upon a range of perspectives, we hope to offer up new insights into the demand for steroids apropos the pursuit for an aesthetically pleasing and instrumentally effective body.","author":[{"@context":"https://schema.org","@type":"Person","name":"Justin Kotzé"}],"contributor":[],"dateCreated":"2019-05-10","dateModified":"2019-05-10","datePublished":"2019-01-01","headline":"Boosting Bodily Capital: Maintaining Masculinity, Aesthetic Pleasure and Instrumental Utility Through the Consumption of 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[{"id":59202697,"identifier":"Attachment_59202697","shouldShowBulkDownload":false}]; window.loswp.shouldDetectTimezone = true; window.loswp.shouldShowBulkDownload = true; window.loswp.showSignupCaptcha = false window.loswp.willEdgeCache = false; window.loswp.work = {"work":{"id":39085433,"created_at":"2019-05-10T06:42:09.922-07:00","from_world_paper_id":null,"updated_at":"2021-01-12T02:26:42.120-08:00","_data":{"doi":"10.1177/1469540519846196","abstract":"Anabolic-androgenic steroid consumption is considered a significant public health issue in a number of countries but particularly in the northeast of England. Informed by ongoing ethnographic work on steroid use, this paper aims to explore two particular dimensions of bodily capital within the overarching context of hyper-masculinity. Towards this end we focus on aesthetic pleasure as the ‘boosted’ body becomes a site of contemporary consumption before taking a look at the instrumental utility derived from a sufficiently primed and tuned body. Accordingly, and with a view towards the changing currency of bodily capital, we explore the contemporary importance attached to both attaining and maintaining both elements of a ‘boosted’ bodily capital. The significant role steroids play in facilitating this is then discussed; yet rather than locating its consumption in the realm of ‘deviancy’, we view it as a means of hyper-conforming to neoliberalism’s cultural norms and values. By drawing upon a range of perspectives, we hope to offer up new insights into the demand for steroids apropos the pursuit for an aesthetically pleasing and instrumentally effective body. ","publication_date":"2019,,"},"document_type":"paper","pre_hit_view_count_baseline":null,"quality":"high","language":"en","title":"Boosting Bodily Capital: Maintaining Masculinity, Aesthetic Pleasure and Instrumental Utility Through the Consumption of Steroids","broadcastable":true,"draft":false,"has_indexable_attachment":true,"indexable":true}}["work"]; window.loswp.workCoauthors = [32554042]; window.loswp.locale = "en"; window.loswp.countryCode = "SG"; window.loswp.cwvAbTestBucket = ""; window.loswp.designVariant = "ds_vanilla"; window.loswp.fullPageMobileSutdModalVariant = "control"; window.loswp.useOptimizedScribd4genScript = false; window.loswp.appleClientId = 'edu.academia.applesignon';</script><script defer="" src="https://accounts.google.com/gsi/client"></script><div class="ds-loswp-container"><div class="ds-work-card--grid-container"><div class="ds-work-card--container js-loswp-work-card"><div class="ds-work-card--cover"><div class="ds-work-cover--wrapper"><div class="ds-work-cover--container"><button class="ds-work-cover--clickable js-swp-download-button" data-signup-modal="{"location":"swp-splash-paper-cover","attachmentId":59202697,"attachmentType":"docx"}"><img alt="First page of “Boosting Bodily Capital: Maintaining Masculinity, Aesthetic Pleasure and Instrumental Utility Through the Consumption of Steroids”" class="ds-work-cover--cover-thumbnail" src="https://0.academia-photos.com/attachment_thumbnails/59202697/mini_magick20190510-20793-wh5j4l.png?1557495796" /><img alt="Academia Logo" class="ds-work-cover--file-icon" src="//a.academia-assets.com/assets/academia-logo-redesign-2015-A-971495bd31377b9367f5ce5ca92bbc27dd8a843db989cbce3408389c670b62c0.svg" /><div class="ds-work-cover--hover-container"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span><p>Download Free PDF</p></div><div class="ds-work-cover--ribbon-container">Download Free DOCX</div><div class="ds-work-cover--ribbon-triangle"></div></button></div></div></div><div class="ds-work-card--work-information"><h1 class="ds-work-card--work-title">Boosting Bodily Capital: Maintaining Masculinity, Aesthetic Pleasure and Instrumental Utility Through the Consumption of Steroids</h1><div class="ds-work-card--work-authors ds-work-card--detail"><a class="ds-work-card--author js-wsj-grid-card-author ds2-5-body-md ds2-5-body-link" data-author-id="32554042" href="https://northumbria.academia.edu/JustinKotz%C3%A9"><img alt="Profile image of Justin Kotzé" class="ds-work-card--author-avatar" src="//a.academia-assets.com/images/s65_no_pic.png" />Justin Kotzé</a></div><p class="ds-work-card--detail ds2-5-body-sm">2019</p><p class="ds-work-card--work-abstract ds-work-card--detail ds2-5-body-md">Anabolic-androgenic steroid consumption is considered a significant public health issue in a number of countries but particularly in the northeast of England. Informed by ongoing ethnographic work on steroid use, this paper aims to explore two particular dimensions of bodily capital within the overarching context of hyper-masculinity. Towards this end we focus on aesthetic pleasure as the ‘boosted’ body becomes a site of contemporary consumption before taking a look at the instrumental utility derived from a sufficiently primed and tuned body. Accordingly, and with a view towards the changing currency of bodily capital, we explore the contemporary importance attached to both attaining and maintaining both elements of a ‘boosted’ bodily capital. The significant role steroids play in facilitating this is then discussed; yet rather than locating its consumption in the realm of ‘deviancy’, we view it as a means of hyper-conforming to neoliberalism’s cultural norms and values. By drawing upon a range of perspectives, we hope to offer up new insights into the demand for steroids apropos the pursuit for an aesthetically pleasing and instrumentally effective body. </p><div class="ds-work-card--button-container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--work-card","attachmentId":59202697,"attachmentType":"docx","workUrl":"https://www.academia.edu/39085433/Boosting_Bodily_Capital_Maintaining_Masculinity_Aesthetic_Pleasure_and_Instrumental_Utility_Through_the_Consumption_of_Steroids"}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--work-card","attachmentId":59202697,"attachmentType":"docx","workUrl":"https://www.academia.edu/39085433/Boosting_Bodily_Capital_Maintaining_Masculinity_Aesthetic_Pleasure_and_Instrumental_Utility_Through_the_Consumption_of_Steroids"}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div></div></div></div><div data-auto_select="false" data-client_id="331998490334-rsn3chp12mbkiqhl6e7lu2q0mlbu0f1b" data-doc_id="59202697" data-landing_url="https://www.academia.edu/39085433/Boosting_Bodily_Capital_Maintaining_Masculinity_Aesthetic_Pleasure_and_Instrumental_Utility_Through_the_Consumption_of_Steroids" data-login_uri="https://www.academia.edu/registrations/google_one_tap" data-moment_callback="onGoogleOneTapEvent" id="g_id_onload"></div><div class="ds-top-related-works--grid-container"><div class="ds-related-content--container ds-top-related-works--container"><h2 class="ds-related-content--heading">Related papers</h2><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="0" data-entity-id="93565717" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/93565717/Looking_acceptably_feminine_A_single_case_study_of_a_female_bodybuilder_s_use_of_steroids">Looking ‘acceptably’ feminine: A single case study of a female bodybuilder’s use of steroids</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="113623021" href="https://northumbria.academia.edu/GeorgiosAntonopoulos">Georgios Antonopoulos</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Performance Enhancement &amp; Health, 2020</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Looking ‘acceptably’ feminine: A single case study of a female bodybuilder’s use of steroids","attachmentId":96269030,"attachmentType":"pdf","work_url":"https://www.academia.edu/93565717/Looking_acceptably_feminine_A_single_case_study_of_a_female_bodybuilder_s_use_of_steroids","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/93565717/Looking_acceptably_feminine_A_single_case_study_of_a_female_bodybuilder_s_use_of_steroids"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="1" data-entity-id="14636215" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/14636215/_Steroids_it_s_so_much_an_Identity_Thing_Perceptions_of_Steroid_Use_Risk_and_Masculine_Body_Image">“Steroids, it’s so much an Identity Thing!” Perceptions of Steroid Use, Risk and Masculine Body Image</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="1941964" href="https://newcastle-au.academia.edu/JuliaCoffey">Julia Coffey</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Journal of Youth Studies, 2015</p><p class="ds-related-work--abstract ds2-5-body-sm">This paper explores how taste and distaste, body image and masculinity play into young people’s perceptions of risk related to steroid use. Data is drawn from a qualitative study on risk-taking among 52 Danish youths enrolled in high school or vocational training. A number of ‘risky’ practices such as drug use, fights, speeding etc. were discussed. In contrast to these practices which were primarily described in relation to ‘physical risks’, steroid use was understood as part of an ‘identity’ or ‘lifestyle’ in a way these other risks were not. Few interviewees had used steroids, and the large majority distanced themselves from the practice. Reasons for not wanting to use steroids were related to a) perceiving the drug to be part of a broader lifestyle and identity that they are not interested in committing to or embodying and b) finding the body image, physicality and associations with steroid use ‘fake’, ‘gross’ and distasteful. We draw on recent developments in feminist sociological theory related to the gendered body as both a performance and process to understand steroid use as a practice through which the body and self is produced. More than a one-dimensional ‘risky’ practice, we argue that gendered and embodied identities are crucial to understanding the dynamics of steroid use. Keywords: body image; identity; risk; masculinity; steroids</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"“Steroids, it’s so much an Identity Thing!” Perceptions of Steroid Use, Risk and Masculine Body Image","attachmentId":38374849,"attachmentType":"pdf","work_url":"https://www.academia.edu/14636215/_Steroids_it_s_so_much_an_Identity_Thing_Perceptions_of_Steroid_Use_Risk_and_Masculine_Body_Image","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/14636215/_Steroids_it_s_so_much_an_Identity_Thing_Perceptions_of_Steroid_Use_Risk_and_Masculine_Body_Image"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="2" data-entity-id="100344229" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/100344229/Patterns_of_anabolic_androgenic_steroid_use_aesthetic_doping_and_body_image_within_the_male_Brazilian_bodybuilding_culture_an_ethnographic_approach">Patterns of anabolic-androgenic steroid use, aesthetic doping, and body image within the male Brazilian bodybuilding culture: an ethnographic approach.</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="267357863" href="https://independent.academia.edu/BrunoLippo">Bruno Lippo</a><span>, </span><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="5989067" href="https://usp-br.academia.edu/AzenildoSantos">Azenildo M Santos</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Patterns of anabolic-androgenic steroid use, aesthetic doping, and body image within the male Brazilian bodybuilding culture: an ethnographic approach., 2023</p><p class="ds-related-work--abstract ds2-5-body-sm">The image of overly muscular bodies may appear to those not familiar with this bodybuilding culture, that muscle is the symbol of masculinity. Much of the time, however, the pursuit of the ideal body, the result of focused discipline to reach the ultimate muscular shape, is often confounded by the concomitant use of anabolic-androgenic steroids (AAS). The purpose of the present study was to investigate how ergogenic aids, in particular AAS, are included within the culture of bodybuilding in relationship to aesthetics, body image, and health risks. Using qualitative data, generated during an ethnographic investigation of the male bodybuilding culture in the city of Recife, Brazil. Including interviews, documentation of events, and field notes. The interviewees consisted of 11 males from the gyms. In addition, narcissism, and the pattern of AAS use are noted, since they play a significant role in the bodybuilding culture. Keywords: aesthetic doping, anabolic-androgenic steroids, toxicity, health risks, bodybuilding</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Patterns of anabolic-androgenic steroid use, aesthetic doping, and body image within the male Brazilian bodybuilding culture: an ethnographic approach.","attachmentId":101194121,"attachmentType":"pdf","work_url":"https://www.academia.edu/100344229/Patterns_of_anabolic_androgenic_steroid_use_aesthetic_doping_and_body_image_within_the_male_Brazilian_bodybuilding_culture_an_ethnographic_approach","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/100344229/Patterns_of_anabolic_androgenic_steroid_use_aesthetic_doping_and_body_image_within_the_male_Brazilian_bodybuilding_culture_an_ethnographic_approach"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="3" data-entity-id="2333382" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/2333382/Body_projects_and_the_regulation_of_normative_masculinity">Body projects and the regulation of normative masculinity</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="1143076" href="https://city.academia.edu/RosalindGill">Rosalind Gill</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Body & Society, 2005</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Body projects and the regulation of normative masculinity","attachmentId":50668628,"attachmentType":"pdf","work_url":"https://www.academia.edu/2333382/Body_projects_and_the_regulation_of_normative_masculinity","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/2333382/Body_projects_and_the_regulation_of_normative_masculinity"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="4" data-entity-id="657067" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/657067/Stylish_hard_bodies_Branded_masculinity_in_Mens_Health_magazine">Stylish hard bodies: Branded masculinity in Men's Health magazine</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="483376" href="https://saintmarys.academia.edu/susanalexander">Susan M Alexander</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Sociological Perspectives, 2003</p><p class="ds-related-work--abstract ds2-5-body-sm">This article examines a postmodern construct of masculinity in which male identity is based on consumption, a traditional role for women, rather than production. Data for this qualitative content analysis were drawn from a sample of Men's Health magazine. Analysis of the front covers, stories and features, an advice column, and advertisements reveals a construct that I identify as “branded masculinity.” Branded masculinity is rooted in consumer capitalism wherein corporate profit can be enhanced by generating insecurity about one's body and one's consumer choices and then offering a solution through a particular corporate brand. The form of branded masculinity found in Men's Health constructs muscles combined with a fashion sense and the appearance of financial success as the necessary characteristics for a real man today.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Stylish hard bodies: Branded masculinity in Men's Health magazine","attachmentId":3629198,"attachmentType":"pdf","work_url":"https://www.academia.edu/657067/Stylish_hard_bodies_Branded_masculinity_in_Mens_Health_magazine","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/657067/Stylish_hard_bodies_Branded_masculinity_in_Mens_Health_magazine"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="5" data-entity-id="18877801" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/18877801/Trafficking_in_Bodily_Perfection_Examining_the_Late_Modern_Steroid_Marketplace_and_Its_Criminalization">Trafficking in Bodily Perfection: Examining the Late‐Modern Steroid Marketplace and Its Criminalization</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="38992134" href="https://independent.academia.edu/PeterKraska">Peter Kraska</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Justice Quarterly, 2010</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Trafficking in Bodily Perfection: Examining the Late‐Modern Steroid Marketplace and Its Criminalization","attachmentId":40306014,"attachmentType":"pdf","work_url":"https://www.academia.edu/18877801/Trafficking_in_Bodily_Perfection_Examining_the_Late_Modern_Steroid_Marketplace_and_Its_Criminalization","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/18877801/Trafficking_in_Bodily_Perfection_Examining_the_Late_Modern_Steroid_Marketplace_and_Its_Criminalization"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="6" data-entity-id="7477033" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/7477033/Health_clubs_and_body_politics_aesthetics_and_the_quest_for_physical_capital">Health clubs and body politics: aesthetics and the quest for physical capital</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="483209" href="https://westscotland.academia.edu/DavidMcGillivray">David McGillivray</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Leisure Studies, 2005</p><p class="ds-related-work--abstract ds2-5-body-sm">At present, the western world wrestles with an obesity epidemic whilst, paradoxically, maintaining a fascination for the aesthetic ideal body. With the Scottish health and fitness industry providing the empirical backdrop, and drawing on the work of Bourdieu, this paper critically reflects upon processes of embodied production and consumption and the quest for physical capital and its referential symbolism. Using a range of qualitative methods across three case study facilities it is argued that as consumers seek to attain desired forms of physical capital, health and fitness clubs serve both to capitalize on and perpetuate cycles of embodied dissatisfaction. Although willingly subjecting their bodies to constant ocularcentric and objectifying processes, consumers are constantly reminded of their failure to attain the physical capital they desire. These processes not only mirror modern consumerism but also highlight a process of self‐imposed domination. With external medical and media discourses exerting persistent pressure on the embodied state, desire for physical capital produces a self‐legitimating and regulatory regime perpetrated upon the self within the internal environment of the health and fitness club. Therefore, as a venue for playing out aesthetic politics, health and fitness club spaces are anything but healthy as they oil the desire and dreamscape of physical capital, maintaining an aesthetic masochism and thus keeping the treadmills literally and economically turning.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Health clubs and body politics: aesthetics and the quest for physical capital","attachmentId":34051259,"attachmentType":"pdf","work_url":"https://www.academia.edu/7477033/Health_clubs_and_body_politics_aesthetics_and_the_quest_for_physical_capital","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/7477033/Health_clubs_and_body_politics_aesthetics_and_the_quest_for_physical_capital"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="7" data-entity-id="77610792" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/77610792/Propping_up_pharmas_natural_neoliberal_phallic_man_pharmaceutical_representations_of_the_ideal_sexuopharmaceutical_user">Propping up pharma's (natural) neoliberal phallic man: pharmaceutical representations of the ideal sexuopharmaceutical user</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="25875090" href="https://utoronto.academia.edu/UsraLeedham">usra leedham</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Culture, health & sexuality, 2016</p><p class="ds-related-work--abstract ds2-5-body-sm">Contemporary social theorists emphasise the cultural quest for authenticity under conditions of increasing artificiality. Within this context, the body is commonly treated as an &#39;unfinished&#39; surface requiring ongoing transformation to fulfil identity obligations. In this paper, we examine one such identity authentication project in the form of marketing of men&#39;s sexuopharmaceuticals. We use online pharmaceutical advertising for four approved sexuopharmaceuticals (Viagra, Cialis, STAXYN and Stendra) to describe the ideal neoliberal consumer. These campaigns underscore the robust role of pharmaceuticals in sexual authentication projects undergirded by neoliberal consumerist and aspirationalist ideals. Penile dependability as a luxury consumerist project reinvigorates traditional sexual (masculine) authentication as yoked to phallic control, by repackaging sexual enhancement medication use as a neoliberal beacon of aspirational achievements. The ideal targeted user is incre...</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Propping up pharma's (natural) neoliberal phallic man: pharmaceutical representations of the ideal sexuopharmaceutical user","attachmentId":84933328,"attachmentType":"pdf","work_url":"https://www.academia.edu/77610792/Propping_up_pharmas_natural_neoliberal_phallic_man_pharmaceutical_representations_of_the_ideal_sexuopharmaceutical_user","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/77610792/Propping_up_pharmas_natural_neoliberal_phallic_man_pharmaceutical_representations_of_the_ideal_sexuopharmaceutical_user"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="8" data-entity-id="15522251" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/15522251/_I_put_pressure_on_myself_to_keep_that_body_health_related_body_work_masculinities_and_embodied_identity">‘I put pressure on myself to keep that body’: ‘health’-related body work, masculinities and embodied identity</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="1941964" href="https://newcastle-au.academia.edu/JuliaCoffey">Julia Coffey</a></div><p class="ds-related-work--abstract ds2-5-body-sm">This article draws on qualitative interview data exploring men’s understandings of their bodies and practices of body work in Australia in the context of increasing ‘visibility’ of men’s bodies and increasing attention to young men’s body image. For the men discussed in this article, body work practices of eating and exercise in particular relate to their embodiments of masculinity and to their broader understandings of their bodies and ‘selves’. Whilst appearance and ‘beauty’ are typically constructed as feminine concerns and important to women’s constructions of identity, these examples show that a concern for the body’s appearance is also an important component of current embodiments of masculinity. This article provides an outline of a Deleuzian approach to theorizing the body through the concepts of affect and assemblage and suggests how this approach can assist in empirical analysis of the complex, contingent and contradictory relationship between the idealization of health as an ‘image’ and ‘ideal’ gendered appearances in young men’s gendered and ‘health’-related body work practices. This has academic and practical implications for understanding contemporary gender arrangements related to the social and cultural circumstances in which the body is becoming ever more central.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"‘I put pressure on myself to keep that body’: ‘health’-related body work, masculinities and embodied identity","attachmentId":38707367,"attachmentType":"pdf","work_url":"https://www.academia.edu/15522251/_I_put_pressure_on_myself_to_keep_that_body_health_related_body_work_masculinities_and_embodied_identity","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/15522251/_I_put_pressure_on_myself_to_keep_that_body_health_related_body_work_masculinities_and_embodied_identity"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="9" data-entity-id="25983111" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/25983111/Beach_Ready_Boys_A_discourse_analysis_of_men_s_body_modification_and_other_image_conscious_practices">Beach Ready Boys: A discourse analysis of men’s body modification and other image conscious practices</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="47874" href="https://kimep.academia.edu/MatthewHall">Matthew Hall</a></div><p class="ds-related-work--abstract ds2-5-body-sm">The recent "beach body ready" campaign by Protein World advertising its weight-loss collection of slimming supplements generated some controversy. These adverts featured a highly toned, bikini-clad model and were criticised for exploiting women’s body insecurities and shaming them into buying the products. This was accompanied by similarly revealing but largely unnoticed advert for men. Whilst this advert did not carry the same sexist legacy of women’s objectification, it did replicate some of the same body shaming issues. Appearance for men is becoming an increasingly important feature of modern consumerist and individualistic societies and a key resource for identity construction. Where once a man’s identity was largely drawn from work, sport and family discourses, the exponential growth in consumerism and the media has provided men with a multitude of alternative identity discourses; ones which they are tasked with, and accountable for, designing and maintaining. The payoff for such identity and body work is social and psychological well-being. That is, as many marketers promote ‘look good, feel good’. Yet the search for the ‘ideal’ male body – muscular with low body fat - can lead some men to develop psychological problems such as body dysmorphophobia, eating disorders, cosmetic surgery procedures and the use of prescription medications. Such practices are associated with many health risks and side effects, which any user is compelled to acknowledge and negotiate in order to rationalise consumption. Drawing on discourse analysis this paper highlights how men account for - and justify – their body modification practices in online forums.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Beach Ready Boys: A discourse analysis of men’s body modification and other image conscious practices","attachmentId":46333584,"attachmentType":"pptx","work_url":"https://www.academia.edu/25983111/Beach_Ready_Boys_A_discourse_analysis_of_men_s_body_modification_and_other_image_conscious_practices","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/25983111/Beach_Ready_Boys_A_discourse_analysis_of_men_s_body_modification_and_other_image_conscious_practices"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div></div></div><div class="ds-sticky-ctas--wrapper js-loswp-sticky-ctas hidden"><div class="ds-sticky-ctas--grid-container"><div class="ds-sticky-ctas--container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--sticky-ctas","attachmentId":59202697,"attachmentType":"docx","workUrl":null}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--sticky-ctas","attachmentId":59202697,"attachmentType":"docx","workUrl":null}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div></div></div><div class="ds-below-fold--grid-container"><div class="ds-work--container js-loswp-embedded-document"><div class="attachment_preview" data-attachment="Attachment_59202697" style="display: none"><div class="js-scribd-document-container"><div class="scribd--document-loading js-scribd-document-loader" style="display: block;"><img alt="Loading..." src="//a.academia-assets.com/images/loaders/paper-load.gif" /><p>Loading Preview</p></div></div><div style="text-align: center;"><div class="scribd--no-preview-alert js-preview-unavailable"><p>Sorry, preview is currently unavailable. You can download the paper by clicking the button above.</p></div></div></div></div><div class="ds-sidebar--container js-work-sidebar"><div class="ds-related-content--container"><h2 class="ds-related-content--heading">Related papers</h2><div class="ds-related-work--container js-related-work-sidebar-card" data-collection-position="0" data-entity-id="71176833" data-sort-order="default"><a class="ds-related-work--title js-related-work-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/71176833/_Gain_with_no_pain_Anabolic_androgenic_steroids_trafficking_in_the_UK">‘Gain with no pain’: Anabolic-androgenic steroids trafficking in the UK</a><div class="ds-related-work--metadata"><a class="js-related-work-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="462102" href="https://tees.academia.edu/GeorgiosAntonopoulos">Georgios Antonopoulos</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline 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