Abstract

Ageing is not what it used to be. Even if this is a world-wide trend (Lamb 2015), in what might be called Euro-America – a conceptual project, beyond a peculiar set of infrastructural modes of sociality, engaged in a developmentalist drive – the processes of growing old have indeed turned in the last decades into (i) the object of scrutiny of new health disciplines: dissecting and intervening the phenomenon of ageing; (ii) the target of a ‘grey’ market segment developing a wide variety of services and products, as well as into (iii) matters of concern and policy-making, developing these health and market agendas further by promoting fit lifestyles according to ‘active ageing’ agendas, producing interesting governmental subdivisions (‘young old’, ‘old old’, ‘third age’ or ‘fourth age’) having both embodied and economic effects (Lassen and Moreira 2014).

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