In the late twentieth century, the emergence of late modernism and neo-liberalism, which have been characterised by consumption and individual expression, has made room for an individualisation of health. Following Nikolas Rose in 1999, the new modes of regulating health builds on self-management and a discourse of freedom of choice. Health and a fit body have emerged as metaphors for a good life and moral citizenship.

This chapter examines the new discourse on health and the challenge it poses to previous public health regimes. Has the individual become responsible for the prevention of illness? What are the new ideals and standards regarding health and fitness, and how are agendas and frameworks set? And, what kind of space is there for individual agency and autonomy?

The changes in health discourse are studied through empirical examples from media materials. We will look into the issues of commercialisation and individualisation of health through Swedish health and fitness magazines (1960–2010) and Finnish health journalism (2010–2016), and analyse the new norms in health management as well as the meanings and impacts related to it.