Outline. Announcements! Mid term in 2 weeks during class! Access and Diversity note taker for 381!

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1 Outline Announcements! Mid term in 2 weeks during class! Access and Diversity note taker for 381! Lecture! Break! Tutorial Discussion!! Discuss video clip and readings! Tutorial Facilitation

2 Mid-term Week 6 - In 2 weeks! Covers weeks 2-5! 90 minutes long! Begins 4pm in this lecture hall! short-essay questions from readings and lecture slides! 20% of final mark

3 Neoliberalism and the body January 28, 2015

4 Key Concepts! Neoliberalism! The Body! As socially constructed! Governmentality!! Examples of the impact of neoliberal ideology on the way in which we view the body today

5 Neoliberalism PHOTO OF OCCUPY PROTESTS AND IDLE NO MORE

6 Neoliberalism What is it?! Type of capitalist economic policy! Adopted by many governments! Promotes economy through free enterprise and reducing government involvement! Replaced Keynesian economic policies by the 1980s Promote economy through reduction in interest rates and heavy government investment

7 1970s - Height of Canadian democracy Civil rights movements increased marginalized group representation! Age of the trade unions! Little trust in corporations Enoch, S. (2007)

8 1970s - crisis of democracy Canadian corporate community were concerned about constraints on their ability to function! Too many welfare provisions! Too much bureaucracy! Too much marginalized group representation! Trade unions had too much power Enoch, S. (2007)

9 1980s: Reform - Corporate community needed to promote free enterprise, created:!!! - Corporate funded Think Tanks!! - Business associations!! - Corporate advocacy advertising A free and prosperous world through choice, markets and responsibility Enoch, S. (2007)

10

11 Neoliberalism cont. Competition! Privatization! Deregulation! Free Market! Individualism Trickle-down effect

12 A theory of political economic practices that proposes that human well-being can best be advanced by liberating individual entrepreneurial freedoms and skills within an institutional framework characterized by strong private property rights, free markets and free trade. (Harvey, 2005, 2)

13 Critique of neoliberal policies Effect of neoliberal policies has been devastating! Increased wealth disparities globally! Requires continual economic growth to survive! Deregulation of environmental protections The freedom of the market that Bush proclaims as the high point of human aspiration turns out to be nothing more than the convenient means to spread corporate power and Coca Cola everywhere without constraint! (Harvey, 2005, 38)

14 Neoliberalism: the government of the individual Is an ideology that is manifested in 4 different ways, as:! Economic Doctrine! Political Project! Cultural Perspective! Guide for organization of social relationships (Coakley, 2011)!! neoliberalism is not just a manner of governing states or economies, but is intimately tied to the government of the individual, to a particular manner of living.! (Read, 2009, 27)

15 Neoliberalism figures individuals as rational, calculating creatures whose moral autonomy is measured by their capacity for self care - the ability to provide for their own needs and service their own ambitions. In making the individual fully responsible for her or himself, neoliberalism equates moral responsibility with rational action..! (Brown, 2005, 42)

16 Theorizing of the body! Foucault, a social philosopher, explains how bodies have historically become objects of knowledge and power.! Foucault s descriptions of prisons and institutions help explain how bodies were transformed during the industrial revolution.! We have moved from government of body politic to government of the individual body

17 Concept of governmentality A concept that provides another way of analyzing power in our society! Foucault suggested that modern forms of governmentality involved the dispersion of disciplinary techniques so that individuals become normalized and disciplined to take greater responsibility for their own management (Maguire, 2002).! Different to other theories of power as it puts the role of body at the forefront

18 The body The body is the primary instrument and object of physical culture!

19 The socially constructed body In order to be able to theoretically examine the body we have to view the body as historically and socially constructed instead of something that is natural (Haraway, 1991)! Physical bodies take on particular meanings and convey ideas and values This way we can see how bodies are used to produce and embody knowledge.

20 Neoliberalism and the body The body sits at the locus of this neoliberal revolution! (Giardina & Newman, 2011, 527)

21 WHY DO WE CARE ABOUT THE THIS IN KINESIOLOGY?

22 Brad Millington (2014) Health Entertainment Examines the video game industry s interest in merging entertainment and health promotion! The pursuit of entertainment is made responsible! Entertainment linked to the neoliberal governance of the individual

23 Fit for two Shannon Jette (2006) Examined fit for two a pregnancy column in Oxygen magazine! Found medical discourse encouraging individual risk management! Discourses promoting feminine bodily norms, the idea of the yummy mummy

24 Summary Neoliberalism as a political and economic ideology! Concept of governmentality! How it fits with other conceptualizations of power! Helps describe the way neoliberal ideology is perpetuated through culture through the individual! Body as socially constructed and important in cultural studies! Readings: Provide different ways of analyzing sport, health, and the body! NEXT WEEK

25 Reality TV Show

26 Questions for tutorial discussion What are your thoughts on TBL and other similar weight-loss reality TV shows?! Can you relate it to the lecture and the readings?! What kind of influence might this have on the way we view our or other peoples bodies?! Or more broadly, how we expect people to behave in society! What are the societal implications of these types of shows?! What does this accomplish and what does this leave out?

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