The cult of the body and lifestyles: the game for constructing identities in the contemporary culture

Abstract

This article analyses the relationships between body and identity and, using data collected in field research in fitness centers in the City of São Paulo, Brazil, seeks to discuss the correspondence that exists between the physical activity modality and other “choices” that individuals make, as well as the central role assumed by the cult of the body in the complex game of constructing identities that marks contemporary culture.