Any commodity is an object of 
consumer discourse
Consumers define its use value.
If use value is not discovered the thing could not be an object of consumption.
The object potentially can have different use values (different useful elements).
Object of the consumers’ 
discourse
Main participants of the discourse
Producers.
Traders.
Experts.
Media.
Consumers.
Main direction of self- 
reproduction
1. Reproduction of a natural being (Man as an animal). Consumption is a process of satisfaction of natural needs.
HUMAN BODY AS AN OBJECT OF 
DISCOURSE
Natural logic of the body.
Interpretation of needs.
Interpretation of needs.
Interpretation of healthy lifestyle.
Objective element
Natural needs are defined in 
terms of particular culture.
Main direction of self-
reproduction
2. Development of the body as the factor of social competition on the labor and marriage markets, on the street, etc.
BODY AS AN OBJECT OF DISCOURSE
It’s interpretation as an aesthetic object .
It’s interpretation as a functional object.
Main direction of self-
reproduction
3. Reinforcement of body’s natural potential by means of technics.