Conceptual Analysis One: Vocabulary of Motives

Vocabulary of motives is an integral component to the health centers advertisement and promotion. As discussed by C. Wright Mills vocabulary in the modern world has a social function of coordinating diverse actions (1940, p. p.904). The vocabulary of motives is literally present in the choice of words used to advertise each gym. The facilities do not refer to themselves as gyms, but rather “clubs” that require a membership, linking your personal identity to a structure. As well, using a term such as “club” rather than centre or gym suggests an environment of prestige that is selectively for individuals of a specific lifestyle/identity. The choice of words brings together two distinct ideologies, money and health, which have absolutely, or should not have, any relation to one another.

            The four elements that produce categories of motives are present in constructing the expensive clubs (Mills, 1940, p. 913). Firstly, the current social environment of society is based upon a strong enforcement of excessive consumption and health perfection (Bagwell & Bernheim, 1996, p. 349). As such, the club facilities are structured to fit the social pressures of society embedded in capitalism (Ferrell, Hayward & Young ,2008, p.15).  There are a range of explanations for the creation of these expensive leisure clubs.  Primarily, the vocabulary used to create such facilities is powerful, as words denote elements “in” individuals (Mills, 1940, p. 905). Therefore, by using terminology such as member and VIP (Very Important Person) packages, individuals associate the words with elements of their character, rather than simply a leisure or health activity. The explanation, as stated above, links to prevalent concepts within society such as capitalism and docile bodies. By feeling the need to identify yourself as a member of a club, you are directly participating in identifying personal worth through over-consumption, and thus you are conforming to the pressures of society (Bagwell & Bernheim, 1996, p. 349). The vocabularies of motives regarding athletic clubs are situated within the context of conspicuous consumption inherent to capitalism, a fundamental system of the twenty-first century (Ferrell, Hayward & Young ,2008, p.15) . Clearly, the vocabulary of motives used to promote and advertise gym facilities foster sentiments of belonging that further perpetuate powerful systems within modern society.

            Upon visiting the gym, the vocabularies of motives were present through conversations with personal trainers and in promotional material. The personal trainer at the Westin Ottawa Health Club constantly emphasized the prestige of the club by reinforcing that the gym benefits are solely for “members”. This included unlimited gym access twenty-four hours a day, poolside food and beverage service, one free personal training session upon signing up as a member (The Westin, 2010). Furthermore, the personal trainer also took time to emphasize the exclusivity of being a member. The Westin Ottawa Health Club only enrolls a maximum of three hundred clients, suggesting that being a member is privileged and, as such, being a member should be a revered part of your identity. 

            The promotional material given to prospective members was flooded with vocabulary that was appropriate for the respective behaviour designated within the club (Mills, 1940, p. 906). Vocabulary terms such as “renewal” and “enhancement” suggested that by paying a membership fee, clients would feel a rebirth into a better version of themselves (The Westin, 2010).  During our visit, we certainly felt the pressure that our current fitness level was a reflection of our life quality. The personal trainer who gave us a tour discussed how without working out she felt useless, lazy and unmotivated, but by being a member/trainer it gave her incentive to be a better person…healthwise of course.  As well, signage at the facility certainly accentuated the exclusivity of the club. Each and every door was had signs such as “Restricted for Members Only –Do not Enter ” or, “Only for Member use”. The vocabulary of the signs reinforced the importance of being coined a club member, as without this designation you were not distinguished as deserving excessive club benefits, such as sauna or squash room access.

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References

Bagwell , L. & Bernheim, D. (1996).  Veblen Effects in a Theory of Conspicuous Consumption.  The  American Economic Review. 86 (3), 349-373.  

Ferrel,  H. , Hayward, K.,  Young,  J. (2008).  Cultural Criminology. London: SAGE  Publications Inc.
Mills,  C.  (1940).  Situated Actions and Vocabularies of Motives. American  Sociological Review,  5 (6),904-913.
“The Westin”. (2010). “The Health Club at The Westin Ottawa”.  Retrieved from: http://www.westinhealthclub.com