<p>The purpose with this master´s thesis is to examine how helth and unhelthy in the Swedish magazines Topphälsa, Fitnez Magazine, hälsa and I Form. The study is made from a discourse analytical approach and text and pictures are analysed together. The governmentality-perspective is also used as a theoretical frame. Power and govern are two inportant conceptions for this paper. Some of the main characteristics of the material are the double messages, the division in the categories "we" and "them" and the personal address to the reader. Health is strongly associated with the appearance, helthy food and exercise. Health is common represented as a fit young thin body. Unhealthy is almost always the opposite. The identity is described as the same as the appearance. The difference between the magazines is in the representation, not in the actual messages. The messages are possible to trace of our days consumption society. Health is an important value today.</p>

The purpose with this master´s thesis is to examine how helth and unhelthy in the Swedish magazines Topphälsa, Fitnez Magazine, hälsa and I Form. The study is made from a discourse analytical approach and text and pictures are analysed together. The governmentality-perspective is also used as a theoretical frame. Power and govern are two inportant conceptions for this paper. Some of the main characteristics of the material are the double messages, the division in the categories "we" and "them" and the personal address to the reader. Health is strongly associated with the appearance, helthy food and exercise. Health is common represented as a fit young thin body. Unhealthy is almost always the opposite. The identity is described as the same as the appearance. The difference between the magazines is in the representation, not in the actual messages. The messages are possible to trace of our days consumption society. Health is an important value today.