摘要：The article deals with the relationship between body and identity, considering the impact of structural factors (globalization, capitalism) on positioning of the body in modern societies. It starts from the assumption that global markets are encouraging standardization of consumer habits and values that manifests itself in the modes of body modification. The emphasis is put on invasive modifications (cosmetic surgery) which influence the age-group, family and racial/ethnic identification. The trends of changing the physical appearance are guided by the looks of body ideals that have, through products of cultural industries, a global impact. Thus are present, beside the “westernization” of body appearance, other non-homogenic forms of “standardization” as well as the procedures of the deliberate body “grotesquization”. In this paper it is shown that modifications are supporting wider inequalities and cannot be viewed outside the gender power matrix. Since this problem is a frequent subject of (post) feminist theories we have used these views to analyze and problematize extreme body modifications immanent in the subversive works of the French artist Orlan which alter the patriarchal expectations towards women.
关键词：body; identity; globalization; women; body modifications; consumerism; cosmetic surgery
