MILLION DOLLAR MUSCLE

ISBN: 9781609278502 Géneros: VFD:KN Sinópsis: Million Dollar Muscle is a unique anthology coauthored by a gym rat with a PhD in Sociology and a former competitive bodybuilder fitness expert and entrepreneur The book offers a sociological perspective on the fitness industry discussing how it is driven both by market forces and the culture of individual consumerismWithin a capitalist system the fitness industry is driven by the need to earn profits From a small subculture it has grown into a multibillion dollar industry The market is now flooded with gyms nutritional supplements workout apparel exercise equipment and health and fitness magazines With massive advertisements and aided by the Hollywood culture and its emphasis on appearance the fitness industry has grown to new dimensions influencing individual choices and behaviorsMillion Dollar Muscle discusses this evolution along with what motivates people to make the choices they do The material recognizes that these choices have important social implications By combining an academic and theoretical approach with an in the trenches point of view the book is able to bridge micromacro aspects of the industry It provides a comprehensive exploration of the individual choices regarding fitness and why this is an important topic for sociological considerationThe following topics are discussed Market forces and the power these forces have to shape perceptions of reality The mechanics of capitalism and how these have changed traditional norms and customs which previously served practical purposes The danger of conforming to social norms Individual choices and how they are in reality driven by social forcesMillion Dollar Muscle is an unusual and intriguing text that successfully combines the thoughtful consideration of the social sciences with the intheknow sensibility of an industry insiderDr Adrian James Tan a Singaporeborn American is currently a faculty member at Southern Methodist University in the Soci