InstaFit, InstaLikes: A Content Analysis of Fitness Culture on Social Media

Abstract

The fitness community has become widely appreciated, in particular on social media. In the fitness community certain values, beliefs, and morals are present. This study explores the cultivation of such rudiments through the producers of Instagram content. Content analysis was conducted in order to explore how famous fitness personalities exhibit certain messages and carve the basics of fitness through their own Instagram. Themes that emerged were as follows: looking good means one will feel good, creating a sense of community to viewers is a key tool, and Instagram is a place of business as well as sharing. The analysis helps to understand that the fitness community on social media is not free of innocence in their production.