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 «