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Communication Dans Un Congrès Année : 2024

Gender stereotypes and the representation of body and nutrition: a study of fitness accounts on Instagram

Résumé

On Instagram, fitness influencers, ambassadors of a healthy lifestyle, share their daily lives with millions of followers, through a variety of publications mixing physical exercise and advice on diet. Yet, beyond the visual filters and carefully crafted images, there are clear distinctions in the way men and women approach these themes. This research aims to identify gendered differences between fitness influencers on Instagram, particularly in terms of body representation, diet and self-staging. A netnography on 55 fitness influencer accounts (27 women, 28 men) was conducted over 6 months. The results echo previous sociological work that has examined these disparities in non-digital contexts. However, it seems that the "social network effect" exacerbates these dynamics, amplifying them in particular with influencers who embody role models. From a managerial point of view, this research provides brands with additional keys to understanding influence marketing, and aims to alert public authorities to certain abuses.
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hal-04320851 , version 1 (04-12-2023)

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  • HAL Id : hal-04320851 , version 1

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Maxime David, Pascale Ezan, Stéphane Mallet, Caroline Rouen-Mallet. Gender stereotypes and the representation of body and nutrition: a study of fitness accounts on Instagram. International Marketing Trends Conference, Jan 2024, Venise, France. ⟨hal-04320851⟩
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