A Note On Tetradic Reversals

The fitness club is entering its third distinct phase: first was a strict production orientation, which consisted of the manufacture of ideal bodies; next came a reversal into a service orientation, which featured fitness trainers offering workout programs and nutritional counseling to achieve desired results more quickly — in short, a more efficient form of production; finally, there is a reversal into the experience orientation, which places the consumer into a hyperreality of circulating sexuality and subsumes ideal-body production into its overarching ethos.


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