Hyperpluralism is an element of late modernity that
has had profound impacts on individuals’ identities (Ferrell, Hayward, Young,
2008, p. 59). Hyperpluralism is
essentially that “…meanings overlap, values hybridize, and identities
collapse together…” due to the insecurity of modernity (Ferrell, Hayward,
Young, 2008, p. 59). The desire to
be a member of expensive gyms demonstrates the hybridization of values and
identities in order to feel socially secure within society. The clubs combine values of personal
worth and fitness as synonymous. As stated on the Westin Ottawa Health Club website, it is an “exclusive
wellness destination” (Westin Ottawa). This indirectly states that only privileged individuals
are able to be members, connecting feelings of significance and exclusivity to
a fitness centre. Exclusivity also hybridizes the value of power to fitness.
Individuals who can become members of such facilities are seen as powerful as they have obtained a certain socio-economic status that allows them to afford a membership. The hybridization of values is an
attempt to make individuals feel secure within society, as being a member is
far more than simply being a member. Membership at the Westin Ottawa Health Club has
collateral effects of demonstrating your prestige within a society of
over-consumption, as you are capable of spending excessive
amounts of money a frivolous centre that can actually hinder the progress
of your health (Alcoholic
beverages served at poolside?) (Bagwell & Bernheim, 1996, p. 349).
Hyperpluralism leaves individuals feeling profoundly
insecure or in social vertigo of emptiness (Ferrell, Hayward, Young, 2008, p.
60). Expensive gyms are not exempt
from understanding this phenomenon of modernity. The additional packages and
personal training sessions are an attempt to provide a partial sense of
security. Indeed, if one is going to over-consume, at the very least it should
be to perfect something vital to this world like vanity…right? Yet, fitness
clubs also know that this fulfillment through over-consumption can never
overpower insecurities. As a
result, we have fitness clubs that are turning more and more into spas and
bars. What is next you might ask? We’re waiting for dating services to become
part of clubs. Afterall, nothing like feeding on humanity’s profound need for
love in order to quench the hyperpluralist fear of loneliness.
The visitation to the Westin health and fitness club
depicted concepts of hyperpluralism throughout. The personal trainer emphasized
the exclusivity of the club, hybridizing fitness to a sense of control within
yourself (your personal body image), and within society (the prestige of being
a member). As well, the exclusivity of the club was repeated continuously to
ensure that you understand that your membership fee is a key to a world of
prestige…and we mean that quite literally as members are given privileged
access keys. This is a tangible depiction of the hybridization
of fitness to values of exclusivity and power.
The numerous amounts of additional fitness services,
such a massage therapy and group fitness are all attempts to rid the individual
of their insecurity and emptiness. Massage therapy is an attempt to heal
physical pain, while group fitness is an attempt to heal emotional pain and foster friendship among club members. Even when speaking to the personal trainer on
the phone prior to the private tour it was clear that she was trying to sell
more than a fitness centre. She
encouraged us to attend the fitness club because of friendly staff and members.
This was no longer a fitness facility; it became a place to build friendships
that stifle emotions of loneliness. We can’t even deny the sense of belonging
we felt just after our private tour. The personal trainer was amicable and talkative, she tailored herself to
our interests by discussing school and the difficulty of balancing fitness and
a social life. Though we didn’t get to speak directly to the fitness members,
the members in the hot tub did not look very intimidating as they drank beers
post-workout. None the less, we could all quench our loneliness by bonding over
hot-tubing, food and beverages !
 |
| Group fitness quells feelings of isolation and insecurity. Don't they look happy together? |
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.
“The Westin”. (2010). “The Health Club at The Westin Ottawa”. Retrieved from: http://www.westinhealthclub.com
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