Variace biomoci v lifestylovém diskurzu
Variations of biopower in lifestyle discourse

Summary/Abstract: The paper is concerned with circulation of biopower in a printed media discourse; it is based on a study, which theoretically builts on Michel Foucault’s approach to power as an omnipresent, polymorph and dynamic relation between energies, on a notion of socially constructive character of media representation and on an idea of human bodily existence not only as an individual, biological, but also as social and political phenomenon. Through the use of discourse analysis of four lifestyle periodicals´ articles covering corporeality, the paper investigates displays of biopower – a power over life and body – within the involved discourse strategies of media representation of corporeality. Research findings depict media as a disciplinary apparatus of society, quasi particular kind of disciplinary institution touching the domain of corporeality. Textually constructed lifestyle magazines consumers’ activity – self-discipline and truth-telling, leading to normalization of their corporeality and satisfying disciplinary power, turns out to be the key process in the course of performing biopower. The study also confirms a strong position of expert knowledge, or interconnection of media and biomedicine discourse.

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