Drawing on focus group discussions, this article explores how young, Finnish university students view the cultural ideals of health and appearance. The young adults noted how body practices aiming at health can turn into unhealthy obsessions. As a result, a healthy-looking body may serve to cover an underlying body image distortion. Health and well-being were defined as appropriate motives for engaging in body projects, while appearance as a motive was questioned. I argue that the current promotion of health may cause individuals to experience pressure to outwardly appear healthy at the cost of neglecting the subjective experience of well-being, and that this may especially influence young women.
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