Abstract

SARAIVA, Pedro. Promotion of healthy lifestyles: A social distinction?. Forum Sociológico [online]. 2019, n.34, pp.81-88.  Epub Aug 04, 2021. ISSN 0872-8380.  https://doi.org/10.4000/sociologico.4908.

In today's capitalist societies, healthy lifestyles, as well as the idea of "ideal body" as a sign of these styles, are promoted through elaborate marketing strategies. To what extent can one speak of social distinction between classes in the promotion of these lifestyles? In a brief reflection, based on scientific literature in this area, we discuss the issue of social distinction in promoting healthy lifestyles, with special focus on gymnasium attendance. At first, the theoretical debate focuses on "consumer societies" and the promotion of healthy lifestyles. In a second moment, empirical studies are presented and discussed that show how the social distinction in this scope is a reality and others that point to the massification of the products and services associated to the healthy lifestyles reaching today a large number of consumers with cultural or economic resources. It is concluded that the answer to the initial question is not univocal, but that the efforts of Capitalism are notorious so that the search for a perfect body and a healthy lifestyle diffuses through all social classes.

Keywords : consumption; health; lifestyles; social distinction.

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