Komuniciranje ideologije zdravja na primeru znamke Herbalife

Logar, Iza (avtor), Vezovnik, Andreja (mentor)

Zdrav življenjski slog je danes postal družbeno konstruiran koncept, ki se precej odmika od medicinske razlage zdravja. Ključni problem, ki ga poudarjam v svoji diplomski nalogi, je komuniciranje zdravja na podlagi telesnega videza. Družbena omrežja so danes postala pomembno zbirališče informacij o zdravem načinu življenja, ki so preprosto dostopne vsakemu uporabniku, ki si na izbrani platformi ustvari profil. V svoji diplomski nalogi se osredotočam na izbrane Instagram profile in njihove objave pod rubriko Instagram zgodba, katerim je skupna komunikacija zdravega načina življenja in promocija znamke prehranskih dodatkov Herbalife. Z izbrano literaturo in multimodalno analizo ugotavljam, da uporabniki in promotorji Herbalife produktov na Instagramu komunicirajo lastno ideologijo zdravja, ki kot ključni indikator zdravja predstavlja telesno težo in zunanji videz. V nalogi opozarjam, da je takšna komunikacija pomanjkljiva z vidika razlage zdravja, saj ne vsebuje omembe drugih pomembnih faktorjev, ki lahko močno vplivajo na zdravje posameznika.

• Jezik: Slovenski jezik
• Ključne besede: zdravje, zdravizem, komuniciranje, ideologija zdravega življenja, Instagram
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: FDV - Fakulteta za družbene vede
• Leto izida: 2019
• PID: 20.500.12556/RUL-109738
• COBISS.SI-ID: 36382045
• Datum objave v RUL: 07.09.2019

LOGAR, Iza, 2019, Komuniciranje ideologije zdravja na primeru znamke Herbalife [na spletu]. Diplomsko delo. [Dostopano 3 maj 2025]. Pridobljeno s: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=slv&id=109738

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Communication of health ideology on the case of brand Herbalife

Izvleček

A healthy lifestyle today has become a socially constructed concept that considerably deviates from the medical explanation of health. The key problem that I emphasize in my graduation thesis is the communication of health based on the physical appearance. Today, social networks have become an important gathering place for information on a healthy lifestyle that is easily accessible to every user who creates a profile on a selected platform. In my graduation thesis I focus on the selected Instagram profiles and their posts on Instagram Story, which is a common communication of a healthy lifestyle and the promotion of the Herbalife brand. With selected literature and multimodal analysis, I find that users and promoters of Herbalife products communicate on their Instagram profiles their own ideology of health, which, as a key indicator of health, represents body weight and external appearance. In the thesis, I would like to point out that such communication is deficient in terms of the explanation of health, since it does not contain other important factors that can have a significant impact on the health of the individual.

• Ključne besede: health, healthism, communication, ideology of healthy living, Instagram