The consumer society introduces a cult of the body, thereby establishing its fetishization. The body becomes a simplified analogue of the soul ‒ it needs to be “found”, “opened”, “understood” and “saved”. It becomes an object of modern mythology and, in essence, is no longer material.
The bodies are able to involve the once-lost magical dimension, becoming “ideal”, “perfect”, “for which one may die”.
The body in the consumer society is the «object of salvation» and is subjectivized through the «sacrificial practice».We are the victims of our body: time, money and energy are spent for the sake of our bodies.
If we do not follow the instructions of such “body prayers”, we will soon be severely punished. We will get sick more often and become overgrown with fat.
As an illustration to the above, I create from individual images of male bodies borrowed from the Internet edifying in their beauty modern veneration objects.
I like to look at a beautiful male body. Therefore, I am sad that there are so little masculine sensuality and beauty in the art world. About 30 years ago, a group of feminist artists, Guerrilla Girls, decided to determine the ratio of male and female body’s presented on canvases exhibited at The Metropolitan Museum of Art. It turned out that male are only 15%. And it seems that today the situation has not changed much. On online galleries where I sell my art, male body’s are about 20%.