The Ideal of Slenderness in Taiwan's Diet Ads from Foucault's Framework of Power/Knowledge

從傅柯的權力／知識架構來看台灣“美體塑身”廣告

林宇玲(Yu-Ling Lin)

《婦女與兩性學刊》 7期 (1996/04) Pp. 1-26

https://doi.org/10.6255/JWGS.1996.7.1

摘要

這篇文章旨在利用論述分析檢驗九十年代的減肥廣告，如何透過一套權力機制型塑當代台灣的瘦身形象。依據傅柯的權力／知識架構，九十年代的減肥廣告被放置在台灣勢力競逐脈絡之下檢視，以便瞭解“瘦身”概念如何成為一個具有管理性的規範，且被書寫及應用在女性的身上。四個結果被發現：1.瘦身概念的形成端視特定歷史下的權力／知識網絡而定；2.瘦身被建構為一棟身體的「物質形態」－包括身體的曲線、大小、式樣，主要是透過一套訓練的機制；3.瘦身概念已經發展出一套身體政治的相關論述，包括：身體美學、醫藥、道德、科技和商業等面向，這些論述已發揮權力及生產效果更甚於壓抑效果；4.女體不只是被動地引進瘦身概念之內，而且女體也在日常生活中主動地展現“瘦身”的物質形態。

關鍵字

瘦身 ； 物質形態 ； 文本化 ； 典型化 ； 主體化的過程

並列摘要

This paper focuses on the discourse analysis of the 90s diet ads in Taiwan. I try to expound how the 90s diet ads form the contemporary slenderness ideal through which the mechanisms of power produce a body to a certain size and configuration. Foucault's framework of power/knowledge is applied here to locate the representations of the 90s diet ads within the relations of social forces to explore how the construal of slenderness as a regulatory norm is written and appropriated on female bodies. There are four findings: first, the ideal of slenderness is invested with the historically contingent nexus of power/knowledge; second, the ideal of slenderness is constructed as the materiality of the body to materialize the appearance-the body shape, size, and style-and it takes place through a set of disciplinary techniques; third, the ideal of slenderness has developed a set of discourses on the body politic, including aesthetic, medical, moral, technological, and commercial dimensions, which exert the productive effects over the oppressive effects of power to carry out two complementary operations-intextuation and incarnation; fourth, female bodies are not just passively grafted with the construal of slenderness, but they are also actively performing the style of the slenderness in everyday life.

並列關鍵字

slenderness ； materiality ； intextuation ； incarnation ； subjectification