The commercialization of alternative medicines: Consumption of immunity spaces. The case of Mexico City

This article explores certain aspects of the commercialization of alternative medicines in Mexico City. Although the popularity of these therapies is due partly to specific health demands, there are other phenomena that have intensified these activities and helped expand the well-being market. One of these phenomena is the consumption of comfort and entertainment. The information is based on the findings of a research project for which the aim was to understand the meaning of practices and discourses related to alternative medicines and ascertain the marketing procedures. Systematic observations were made at various centres devoted to the practice of alternative medicines. Music, aroma, and decorative features occupied a key place in the creation of comfortable ambiances and also shaped the therapeutic activities.