The emancipative and repressive elements of body-building and body-representation(a study on women in Tehran)

This article is about celebritization of body which is usually objectifies in body-building and body-representation. The main question is about the emancipative and repressive of this process. To answer this question, we have relied on a conceptual approach which studies the consumption of bodies and the bodily construction of self in consumer society. We can observe the objectification of this process both in virtual world (Instagram, Telegram, Facebook and so on) and real world (street, malls, parks and other public spaces) especially in women everyday lives. This article studies women in Tehran and some experts in this field. The qualitative method of grounded theory and the technique of deep interview are used to interpret their lived experiences. The finding shows that with the weakening of the elements of civil society in Iran (associations, clubs, cooperative networks, syndicates, movements and public sphere) and the prevalence of consumer culture, the body has become the only reliable capital, the unique source of pleasure and the only medium of communication. Poor self-image, weak economic capital and belief in limited good among women, accompanied with some other cultural context of related to patriarchal society have caused women not to be able to develop feminine autonomous self.