This paper aims to reconstruct the cultural dialogue surrounding the female body image in aerobics. To do this I have used several methods: ethnographic fieldwork, interviews, and media analysis. I found that the media ideal is a contradiction: firm but shapely, fit but sexy, strong but thin. Likewise, women’s relationships with the media image are contradictory: They struggle to obtain the ideal body, but they also find their battles ridiculous. I interpret my findings from a Foucaultian perspective to show how the discourse surrounding the female body image is part of a complex use of power over women in postmodern consumer society. In addition, I assume a feminist perspective that assigns an active role to the individual aerobicizers to question the power arrangement.

Following Michel Foucault, feminist sport scholars have demonstrated how women’s physical activity can act as a technology of domination that anchors women into a discoursive web of normalizing practices. There has been less emphasis on Foucault’s later work that focuses on the individual’s role of changing the practices of domination. Foucault argues that human beings turn themselves into subjects through what he labels “the technologies of the self.” While his work is not gender specific, some feminists have seen the technologies of the self as a possibility to reconceptualize the self, agency and resistance in feminist theory and politics. In this paper, I aim to examine what Foucault’s technologies of self can offer feminists in sport studies. I begin by reviewing applications of Foucault’s technology of the self to analyses of women’s physical activity. I will next locate the technologies of the self within Foucault’s theory of power, self and ethics to further reflect how valuable this concept can be for feminist sport studies.

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In this article we present research that used Foucauldian theorizing to examine the articulations between masculinities and men’s rugby union experiences of pain, fear, and pleasure. Data was collected via semistructured interviews with 14 New Zealand men of diverse rugby backgrounds. Results suggested that although rugby provided an influential discursive space for the negotiation of masculinities, these negotiations did not result in the simple (re)production of dominating discourses of masculinity. This finding supports the judgment that sport does not consistently or unambiguously produce culturally dominant conceptions of masculinities. The interview accounts revealed, nevertheless, that the games of truth surrounding rugby and masculinities were not played in an equitable manner. This finding helps justify concern about the social significance of popular heavy-contact sports and gendering processes. A strategy of resistance based on the resurrection of marginalized knowledges is discussed.

This article explores the application of Michel Foucault’s technologies of the self—practices of freedom that are characterized by ethics of self-care, critical awareness, and aesthetic self-stylization. Foucault’s argument states that the technologies of self can act as practices of freedom from disciplinary, discursive body practices. Based on ethnographic fieldwork, this study examines the intersections of Foucault’s theory with commercial fitness practices to identify possibilities for changing the dominant, feminine body discourse. The focus is on fitness practices collectively defined as mindful fitness and specifically one hybrid mindfulfitness form that combines Pilates, yoga, and Tai Chi with western strength training. Through in-depth interviews with the instructors of this hybrid form, this study analyzes the possibilities for mindful fitness to act as a practice of freedom by detailing what can be meant by critically aware, self-stylized fitness professionals for whom ethical care of the self translates to ethical care of the others.