MADDhouse #2,
Body Builders

We live in a “fit” society, where gyms are temples of transformation towards a globalized stereotype. The cult of the body plans and controls our daily routines and ends up shaping our identity, fueling the fitness industry, which is only growing.

At the same time we are in the age of information, of data; it is said that having information is power, and we can apply it to this fitness paradigm as well. We design our body in gyms by entering data (15 repetitions of squats for 3 sets, 100 grams of rice…) para construir el cuerpo ideal and at the same time gain individual power. The beauty acaba siendo algo measured, weighed, equated, and compared.

The bodies that visualize this in the most extreme way are body-builders. Mass body, corporal and data body, representing a bodily ideal of power. We all see this social group as far from our reality, but the body-builders of the past are the fitness followers of the present.

Sport today has become a complex commercial, political and social activity, where the healthy body is confused with the aesthetic body, moulding the canons of beauty and our self-esteem at will. And the way we get entangled is by following these data rituals.

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