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.
|
