Сorporal practices in post-industrial society

The relevance of research is caused by the fact that the jump in information civilization is followed by parallel dynamic shift towards growth of quantity and variety of corporal practices. The purpose of the article is to analyze tendencies of corporal spurt in post-industrial society. Sports corporal practices integrated into various spheres of modern sociocultural space are considered by means of social and semiotics approach. The post-industrial civilization is characterized by the number of tendencies, each of which influences corporeality: new form of labor division, development of productive force of spiritual production, emergence and statement of the symbolical (cultural) capital, progress of leisure economy, integration of earlier independent kinds of activity. A new role is got by sports and sports practices, taking root into daily occurrence, turning into means of programming of healthy lifestyle, being integrated with the sports and cultural industries. Through culture and lifestyle values sports practices take root into the most broad masses, and sports heroes become symbols of healthy lifestyle of physical perfection and strong-willed commitment. It is favorable to cultivate these values both for the state and large manufacturing corporations. Symbolically it is integrated and represented in mass consciousness by the states and corporations in the form of brands. In the global Americanized economy and the system of values the fundamental law of a brand is demonstrated in S. Ankholt and D. Hildert's book (2005) "the America Brand: primogenitor of all brands". Modern sociocultural practices of corporeality are diverse. The sport, art, subcultures show rapid growth, differentiation, interaction of these practices. Their subject and functions change as a result of the general reorganization of production, society, culture, under the influence of strong-willed intensions of policy. Domination of capitalist values still exerts the dominating impact on socialization and the cultures of corporeality, its value. The body and corporeality are extolled, made a fetish in mass culture, especially in aspect of operation of Eros, sexuality. Capitalism at the post-industrial stage shows effect of universal operation of corporality. Laws of the capital involve corporal codes in cycles of expanded reproduction of the capital through mass media, advertizing. At the same time, corporal codes continue to remain the base of civilization development of society. They function as Basic Element in reproduction of the population, ethnos, religious outlook, national culture.

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