Kūnas, vartojimas ir sėkmė: tarp būtinumo ir regimybės
Body, consumption and success: between necessity and appearance

Summary/Abstract: In article deals with the phenomenon of perfecting body in various manners as the way to success in consumer society. It is the main aim – the expression of consumption stimulation. The consumption stimulating and supporting factors are discussed. The myths of success, which help to strengthen the dependence of an individual on the existing standard of consumption are analysed” “we can satisfy all your needs”, “we know the best what you need”. Body perfection, when using modern technologies and preparations, faces some risks; their main aspects are discussed. It is shown that in consumer society the cult of perfect body becomes predominant, and more and more attention is paid to body perfection, at the same time ignoring the integrity of personality and devaluating the intellectual efforts of an individual. On the other hand, the individual is constantly oriented and accustomed to using standardized material and intellectual goods and services. An individual becomes easily controlled in the market of political services. In this way, a very favourable environment is formed for manageable democracy to flourish.

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