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Stenalder lykke -saml, jag, forbrug!

Kay Ewald, Simon LU (2013) SANK01 20122
Social Anthropology
Abstract
This Thesis is based on online ethnography done in multiple virtuel groups of individuels following the latest fad diet in Denmark. The diet is called the paleo diet and enjoyed great popularity in leading individuals who follow the concept back towards the prehistorical way of healthy in a holistic manner and far away from the modern socity of obesity, illness and unhappiness. It is argued that the contemporary society has created a new way of looking at the body and these “modern cave people” group up both online and in real life, creating a cult like association of consumers of healthiness with a strong social hierarchy. It is described how individuals construct their identity, dogmatic negotiating and displaying their correct way of... (More)
This Thesis is based on online ethnography done in multiple virtuel groups of individuels following the latest fad diet in Denmark. The diet is called the paleo diet and enjoyed great popularity in leading individuals who follow the concept back towards the prehistorical way of healthy in a holistic manner and far away from the modern socity of obesity, illness and unhappiness. It is argued that the contemporary society has created a new way of looking at the body and these “modern cave people” group up both online and in real life, creating a cult like association of consumers of healthiness with a strong social hierarchy. It is described how individuals construct their identity, dogmatic negotiating and displaying their correct way of life and knowledge about the Stone Age way internally in these groups. The online and reallife data are analyzed by focusing on the factors which cultivate the amount of `cavemanness´ among the members of the group being the usage of the proper objects and the correct science which supports their new lifestyle. It is concluded that the ideal type of modern health is a body of strength and the meaningfulness given to different paleo-types become differentiated through access to economic and cultural capital and is granted in the groups in which they comply their status and identity no matter if these are to be understood as a consumer cult, active networks or just another consumer fad. (Less)
Please use this url to cite or link to this publication:
author
Kay Ewald, Simon LU
supervisor
organization
course
SANK01 20122
year
type
M2 - Bachelor Degree
subject
keywords
traditionalism, online community, identity, paleo diet, social anthropology, healthism, conspicuous consumption, culturel capital, cult
language
Danish
id
3405022
date added to LUP
2013-02-05 07:39:38
date last changed
2013-02-05 07:39:38
@misc{3405022,
  abstract     = {This Thesis is based on online ethnography done in multiple virtuel groups of individuels following the latest fad diet in Denmark. The diet is called the paleo diet and enjoyed great popularity in leading individuals who follow the concept back towards the prehistorical way of healthy in a holistic manner and far away from the modern socity of obesity, illness and unhappiness. It is argued that the contemporary society has created a new way of looking at the body and these “modern cave people” group up both online and in real life, creating a cult like association of consumers of healthiness with a strong social hierarchy. It is described how individuals construct their identity, dogmatic negotiating and displaying their correct way of life and knowledge about the Stone Age way internally in these groups. The online and reallife data are analyzed by focusing on the factors which cultivate the amount of `cavemanness´ among the members of the group being the usage of the proper objects and the correct science which supports their new lifestyle. It is concluded that the ideal type of modern health is a body of strength and the meaningfulness given to different paleo-types become differentiated through access to economic and cultural capital and is granted in the groups in which they comply their status and identity no matter if these are to be understood as a consumer cult, active networks or just another consumer fad.},
  author       = {Kay Ewald, Simon},
  keyword      = {traditionalism,online community,identity,paleo diet,social anthropology,healthism,conspicuous consumption,culturel capital,cult},
  language     = {dan},
  note         = {Student Paper},
  title        = {Stenalder lykke -saml, jag, forbrug!},
  year         = {2013},
}