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The reification of body image leads to unarticulated ideological and conceptual assumptions that obscure the most dynamic and productive features of the construct. These assumptions are that body image: (1) ‘exists’; (2) is a socially mediated product of perception; (3) is ‘internal’ and ‘of the individual’; (4) can be treated and measured as if real; and (5) individuals’ respond to body image measures as if neutrally providing information about pre-existing images held in their heads. We argue that it is more useful to consider body imaging as a process, an activity rather than a product.