A field study on new consumption spheres shaped by the healthism: The case of Kütahya

Daha sonra doldurulacaktır.Health is one of the basic institutions of society. Apart from its institutional structure, health has also individual issues. With the effect of health information made through the media, medication treatment methods called pharmaceutical medicine have lost confidence as never before in history, and herbal health products called organic and natural have gained popularity. Alternative medicine has become as important a field as pharmaceutical medicine. Health, which is included in daily life with the medicalization of health, has become a popular field and the healthism has been adopted by large masses. The media offers individuals new health markets within the medical field. Today healthism, which is formed around the female body, is shaped within the framework of the dynamics of the consumption society. Since the female body is transformed into a commercial indicator in this process, it is accepted as a commercial meta and is at the main focus of consumption. In this study, the relationship between health and consumption was discussed critically, and new consumption areas brought by the ideal of healthy life and healthism were examined. Accordingly, health and new markets it created as a consumption object were discussed. The object is to analyze the female body in the triangle of health, culture and consumption. A qualitative research method was employed in the research. In this context, in-depth interview method was implemented to 10 herbalists, 10 pharmacists and 40 women in Kutahya. In conclusion, the data obtained from the interviews were analyzed by dividing them by themes. Keywords: Consumption, Culture, Healthism, Medicalization, Woman's Body.