The master's thesis examines how content on social networks Instagram and Tiktok co-create dietary practices and shape identity positions within fitness culture. Although the impact of social networks on dietary habits is the subject of numerous studies, most studies focus on broader dietary trends, on adolescents as a vulnerable group, or on eating disorders. Less attention is paid to the specific intersection between fitness culture, dietary practices, and digital representations, although this space marks contemporary discourses about the body, health, and lifestyle. There is insufficient research on how these processes manifest within fitness culture, where food is understood not only as a source of energy, but also as a means to achieve aesthetic goals, express self-discipline, and signal status. Through theoretical research and content analysis, the results show that dietary practices act as status markers that are transformed into symbolic capital through platforms. In this context, the work sheds light on the ways in which digital platforms influence the formation of dietary norms and identity practices through visual and textual strategies. The conclusion emphasizes the importance of discipline, healthy eating, and the implicit gift of the body.
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