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American Plastic: Boob Jobs, Credit Cards, and Our Quest for Perfection
Laurie Essig, Beacon, $26.95 (240p) ISBN 978-0-8070-0055-7
Essig, assistant professor of sociology at Middlebury College, argues that our national obsession with plastic money and plastic surgery is more than a cultural fad; it’s a capitalist conspiracy engineered to persuade Americans that problems of economic insecurity, downward mobility, and lack of opportunity for the poor can be solved by consumption. Essig posits that the national tendency toward self-reinvention has been hijacked into a new and impossible American Dream: attaining the perfect body. She traces this shift to the 1980s, when trickle-down Reaganomics, financial deregulation, and the AMA’s decision to allow cosmetic surgery marketing converged with a neoliberal rhetoric wherein “public issues became defined as personal troubles and problems of lifestyles.” America’s classic preoccupations with “rugged individualism” and “self-improvement” shifted to the literal canvas of our physical bodies; the result, Essig cautions, is a “plastic ideological complex,” a relationship to our personal and national self-image that will lead to an economically and emotionally insecure future. Essig has a brisk, smart style and she approaches her subject with a welcome serving of wit–which keeps her message on target even as some of her prescriptions (forming “reality-check” groups with our friends) are woefully insufficient.