The study investigates how body ideals are discussed and conceptualized among groups of Norwegian youth. Altogether 48 girls and 15 boys, most aged 17 years, took part in nine focus groups, in order to study subcultural body ideals. Major differences were found between east-end and west-end boys (representing socioeconomic differences), where the former were more concerned about being big. Even though the ideals were more or less the same across the groups, the ways of addressing, conceptualizing and discussing body ideals clearly differed between the groups. The analyses reveal that body talk within peer groups seems to contribute to define adequate levels of effort that should be put into reaching the dominating body ideal.
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