Gender Representation in Fitness Influencers: How Men and Women Convey Running Messages on Digital Platforms
DOI:
https://doi.org/10.55927/modern.v5i1.26Keywords:
Gender Representation, Fitness Influencers, Running Culture, Social Representation Theory, InstagramAbstract
This study examines gender representation in running-related Instagram content produced by fitness influencers in Indonesia. Using qualitative content analysis, the research analyzes selected posts and reels from male and female influencers to explore how running is framed through narrative, message tone, and visual imagery. Drawing on Social Representation Theory, the study investigates the processes of anchoring and objectification in constructing gendered meanings of running. The findings reveal contrasting patterns: male influencers tend to portray running as performance-oriented and discipline-driven, while female influencers frame it as a holistic practice emphasizing well-being, personal experience, and community. These representations reflect differing constructions of masculinity and femininity in digital sports culture and highlight influencers as key actors in shaping gendered meanings of sport on social media
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