Vikt, utseende och livsstil - Budskap i ViktVäktarnas medlemsmaterial

Abstract

In my study of WeightWatchers I have focused on WeightWatchers Sweden and their membership material in aspects of lifestyle, individual acts and planning during two periods, 1980-1990 and 2000-2011. I have also analyzed the material according to messages about gender, generation, class and ethnicity. I have analyzed the material that is handed out in meetings and compared it over the periods of time. The literature I have used in reflections and analyses is mainly Anthony Giddens Modernity and self-identity. Self and society in the late modern age, 1999. I have also used Helena Sandbergs Medier och fetma, 2004, and Gullan Skölds Från moder till samhällsvarelse, 1998, to make a connection to how overweight is pictured in Swedish research. The conclusion is that decisions to lose weight make an impact on other aspects of life; such as lifestyle, life planning and strategies according to those aspects and all regarding the individuals’ thriving after meaning and power in life according to lifestyle and lifeplanning. Regimes, commodifying and gender is put in a context of how time and events have an impact on weight losing and the individuals’ project of its self. The message is told in a timeless way and it is recognizable regardless to year. This conclusion poses questions about how the message about lifestyle, lifeplanning, gender, generation, class and ethnicity is formulated in Sweden and other countries that could be the ground for a more thorough study.