Encoding material female bodies through cosmetic surgeries: a study of cultural economy and the biometric dynamics of Indian Hindi film stars.

Abstract

The emergence of new body technologies has led to the deconstruction of a cosmetically enhanced celebrity body into a bioinformational data-self, which becomes a surveilled subject quantified through biometric proximity. Evidently, the bodies of Indian Hindi film actresses evolve into material sites for the discursive encoding, bioinformational performativity and transference of disciplining hegemonic beauty ideals. In this age of information, the celebrity capital and postdigital positionality of celebrity bodies grant their bioinformational spectacular performance with a potential biologising affect for the further corporealisation of popular body aesthetics. Drawing on the maxims of new materialisms and neoliberal subjectivities, the article seeks to decipher the entanglement between the cultural economy of Indian Hindi film stars, their enhanced biometric dynamics and biologising spectacular performativity. Indian Hindi film industry, media, tabloids, magazines, celebrity culture and aesthetic clinics situate Indian Hindi film actresses under vigilant surveillance and simulcast their cosmetic consumption and technologically enhanced bodies across the visual-online attention economy. The present study, therefore exposes the enhanced bodies and biometric dynamics of Indian Hindi film actresses as the human and non-human agentic forms of industrialised cosmetic culture and neoliberal bioconsumerism.