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FROM SOCIAL PROBLEM TO PERSONAL ISSUE: THE LANGUAGE OF LIFESTYLE

In this paper the way in which the concept of lifestyle has been mobilized in the debate over healthcare in the last decade is analysed. Has the USA become a more compassionate nation as former President George Bush urged? Or have neo-conservative and right-wing groups continued to impede the democratization of well-being? And, in the absence of full democratization through public provision, how have private sector health and fitness industries capitalized upon the lifestyle concept in the marketing of their wares? These questions are addressed as they pertain to the United States in the time immediately prior to and during the Clinton period.