- Neoliberalism and atomization ushered in an “everyone for themselves” perspective. - With that came obsession with the body as a means of control. - If you couldn’t control the world, at least you could control your body. - [[{7.1a} atomization and body control in men versus women]] - At its most extreme, this is also doubling: there is you, and the potential you that can only be reached through “self-denial and self-discipline” (pg. 173). - Self-negation. - I’m putting this in the money / politics section of my [[00.03 note index]] because I think this control *is political*. - This is something we experience individually, but it’s constructed and manipulated to serve the elite still. - Who benefits from us trying to perfect our bodies? - Capitalists, who benefit from us running our bodies into the ground and who take zero responsibility for the maintenance or damage done to our bodies. - Marketers, who get to sell us solutions to the ailments of our bodies. - [[{7.1b} body people in the business of bodies]], who are the new class of marketers (influencers). - The Patriarchy, which wants to keep men and women obedient to it. - [[the canvas of the self is compact and near]]