The sociological conceptualization of the body under the conditions of the “new normal” is presented, and the analysis and interpretation of reframing of corporeality as a result of new perceptions of the body is proposed. The idea of “new normal" is considered in the context of social transformations following the coronavirus pandemic. “New normal”, associated with changes in social norms and values in the context of the spread of coronavirus infection, becomes a factor in the transformation of ideas about the normative body and its social functions. The authors have attempted to define the characteristics of the normative body, to identify motives of body construction; to substantiate empirically the features, contradictions and nature of the practices of formation of a new corporeality. The online survey of Yekaterinburg, Nizhny Tagil and Kamensk-Uralsky residents aged 18-60 (n = 1077) was used as a research method. The data obtained allow us to conclude that, in general, modern views of the citizens correspond to traditional stereotypes about the body. However, some trends are noted: the feminisation of the male body among young people and the masculinisation of the female body among the older generation. The pandemic has had a greater impact on the older generation, who are more actively involved in practices to maintain and improve health and increase the functionality of their bodies. According to the study, the "new normal" manifests itself in three aspects: the “rational egoism” typical of the female community, which changes its body under the influence of the sensual-emotional attitude towards the body; identification and perception of one's own body as a carrier of social functions capable of resisting unwanted uncontrolled influences; the increase and expansion of practices of body care, which ultimately contribute to an improved quality of life.