The body and consumer culture

Featherstone's essay on "The Body and Consumer Culture" talks about the influence of consumer society on the perception of the body.

Firstly, he talks about the commodification of the body. The body commodified and changed according to the presumed societal needs. Due to the high beauty standards some of the industries thrived greatly. The demand for beauty products, cosmetic surgery and fashion has increased over a period of time.

Secondly, the beauty standards decided by society vary based on the media's description of beauty. In the entertainment industry, celebrities had to pass certain beauty standards to remain in the lead roles. Once these standards are not fulfilled their value diminishes. This is widely accepted by the viewers both consciously as well as subconsciously.

Thirdly, due to the standardised beauty concept many youths change themselves to fit the notions of the society. They even wear clothes that may not be visibly comfortable or apply cosmetic products that may damage the skin in the long run. They slowly change themselves as they follow the consumer culture.

Finally, he talks about how technological advancement played an important role in manipulating beauty standards for their benefit. These unnatural methods deteriorate health and shorten life span. It causes harm both physically and mentally.

Even though people are aware they still tend to choose artificial rather than appreciate natural beauty.