Breaking barriers: Exploring female fitness influencers' empowering discourse
Author
Bjørn, Kirstine
Term
4. term
Publication year
2023
Submitted on
2023-05-31
Pages
52
Abstract
Dette speciale undersøger, hvordan kvindelige fitness-influencere forsøger at nedbryde de barrierer, som mange kvinder møder, når de vil i fitnesscenter, og hvordan deres følgere reagerer. Studiet kombinerer kritisk diskursanalyse (hvordan sprog afspejler og former magt), multimodal analyse (hvordan ord, billeder og video spiller sammen) og netnografi (etnografisk studie af onlinefællesskaber). Med afsæt i Turnock (2021) identificerer analysen to typer barrierer: barrierer, der er direkte relateret til fitnesscentret, og bredere socio-kulturelle barrierer, som er forankret i normer og forventninger. Diskurs- og multimodalanalysen viser, at influencere bruger strategier som at fremme sunde livsstile og selvaccept for at tilbyde alternative fortællinger, der søger at styrke kvinder og udfordre traditionelle kønsroller i fitness. En netnografisk gennemgang af kommentarer til Instagram Reels viser, at disse kommentarfelter fungerer som online rum, hvor følgere deler information, råd og erfaringer om at gå i fitnesscenter. Udvekslingerne skaber fællesskab og støtte til at drøfte og navigere både centerrelaterede og socio-kulturelle barrierer. Samtidig fremhæver specialet behovet for mere forskning for bedre at forstå de socio-kulturelle barrierer i deres bredere historiske og kulturelle kontekst, så der kan udvikles mere effektive og inkluderende indsatser. Det overordnede mål er at styrke kvinders adgang til fitnesscentre og udfordre normer, der opretholder kønsuligheder i fitness. Fundene understreger også onlinefællesskabers rolle i at tilbyde støtte og en følelse af tilhørsforhold blandt følgere.
This thesis examines how female fitness influencers try to lower the barriers many women face when going to the gym, and how their followers respond. The study combines critical discourse analysis (how language reflects and shapes power), multimodal analysis (how words, images, and video work together), and netnography (ethnographic study of online communities). Building on Turnock (2021), the analysis identifies two kinds of barriers: those directly related to the gym space and broader social and cultural barriers rooted in norms and expectations. The discourse and multimodal analysis shows that influencers use strategies such as promoting healthy lifestyles and self-acceptance to offer alternative narratives that seek to empower women and challenge traditional gender roles in fitness. A netnographic review of comments on Instagram Reels indicates that these comment sections function as online spaces where followers share information, advice, and experiences about going to the gym. These exchanges help build a sense of community and provide support for discussing and navigating both gym-related and social-cultural barriers. While acknowledging these positive effects, the thesis calls for further research to better understand social-cultural barriers in their broader historical and cultural context, so that more effective and inclusive strategies can be developed. The overarching aim is to help women access gym spaces and challenge norms that sustain gender inequalities in fitness. The findings also underscore the role of online communities in offering support and a sense of belonging among followers.
[This abstract was generated with the help of AI]
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