Abstract

In recent years, complementary and alternative medicine (CAM) has grown both in popularity and economic importance. I argue that this success is primarily the result of domestication to the dominant culture of biomedicine and is readily observable in images and metaphors of the body used both in CAM and biomedical discourse. It is suggested that this shared imagery points to a new phase in the relationship between the body and society. The domestication of CAM is further illustrated through processes of dissemination and professionalization. The article concludes by discussing the domestication of CAM as a reflection of an epistemological shift in biomedicine alongside its continued hegemony.