The Cult of Youth Anti-Ageing in Modern Britain
The Cult of Youth: Anti-Ageing in Modern Britain by James F. Stark, published by Cambridge University Press on March 19, 2020, is a comprehensive study that explores the historical context of anti-ageing practices in Britain. This 262-page work examines the dominant ideas and material cultures associated with rejuvenation, particularly during the interwar period. Stark investigates how commercial influences shaped societal attitudes toward ageing and youth, highlighting the interplay between technology, consumerism, and the socio-political climate of the time.
Readers will find an in-depth analysis of how the commercialization of anti-ageing technologies transformed societal perceptions of youthfulness amid challenges such as economic crises and extended lifespans. Stark’s research connects various themes, including family dynamics, life stages, and social history, to illustrate the complexities surrounding the quest for youth. This edition provides a unique historical perspective on the anxieties related to an ageing population and the cultural responses that emerged in modern Britain.
Official synopsis Publisher
In this major new study, James F. Stark provides the first historical account of the most dominant ideas, practices, and material cultures associated with anti-ageing and rejuvenation in modern Britain. With a focus on the interwar period, his study uncovers the role of the commercial world in influencing attitudes towards ageing and youth. Stark argues that the technologies of anti-ageing, their commercialisation and their consumption made rejuvenation a possible and desirable aim in a period of socio-political instability, mechanised conflict and extending lifespans. Ultimately, Stark offers an innovative historical account, which draws together bodies, gender, science, medicine, advertising, and ageing, and shows how the quest for youth was transformed by social anxieties about an ageing population and economic crisis.
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