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

Maxime David, Pascale Ezan (), Stéphane Mallet () and Caroline Rouen-Mallet
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Maxime David: ULH - Université Le Havre Normandie - NU - Normandie Université, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Pascale Ezan: ULH - Université Le Havre Normandie - NU - Normandie Université, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Stéphane Mallet: UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Caroline Rouen-Mallet: ULH - Université Le Havre Normandie - NU - Normandie Université, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: 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.

Keywords: Instagram; fitness influencers; healthy lifestyle; body representation; nutrition; gender differences; social media impact; motivation; inspiration; netnography (search for similar items in EconPapers)
Date: 2024-01-18
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Published in International Marketing Trends Conference, Jan 2024, Venise, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04320851

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