Active ageing and the culture of perfection

Abstract

In the last two decades, Active Ageing acquired significant importance in scientific and political forums as a new paradigm of public policies to meet challenges posed by the ageing population. Defined by the WHO as to emphasize society’s responsibility regarding quality of life as people age, the Active Ageing paradigm represents, nowadays, a progressive narrowing of action scope and accountability. In recent years, assuming the logic of individual accountability, it serves as basis for the accusation of individual negligence in not adopting a healthy lifestyle. This study analyses the websites of several Portuguese medical clinics specialized in anti-ageing medicine, where one can find advertisements of the services provided, and, in some cases, opinion articles drawn up by doctors of this medical specialty, for a lay audience. Considering the increasing international dimension of the aesthetic and hormonal enhancement biotechnologies market, the ideal of Active ageing can, today, be at the service of the culture of perfection.