E SE IVAN ILITCH FIZESSE ATIVIDADE FÍSICA?: REFLEXÕES SOBRE TORMENTOS MODERNOS

This paper focuses on the imperatives of the healthy lifestyle in the context of contemporary society. The analysis also highlights the strategies used by the physicians to make individuals healthier. Such strategies were characterized in two moments: firstly, they are described in connection with the social concerns on the productive process, and secondly,in connection with the intensification of the risks and the rules of consumerism, which propitiate the forms of social normatization and individual responsibilization. The reflections in this study indicate that medical advice has an important role as a rational and moral appeal to promote a healthy life, aspect that can be demonstrated by the fight against the social situations characterized as contradictory.