This master's thesis examines the influence of social media on fitness culture, with a particular focus on fitness engagement and gender-specific practices. In recent years, social media has become an important space for fitness-related content, including workout routines, exercise advice, motivational content, and visual representations of the body, all of which may influence users’ behaviors, motivation, and fitness practices. The theoretical part of the thesis discusses the development of fitness culture and fitness as a lifestyle, social media, the role of fitness-related content and visual media, as well as the influence of social media on motivation and engagement in fitness activities. The aim of the study is to explore how individuals use social media in relation to fitness and how such content affects their engagement in fitness activities. Special attention is given to the question of whether these influences are gender-specific. The empirical part of the study is based on semi-structured interviews, and the analysis focuses both on users’ social media practices and on gender-based differences and similarities in their responses. The study highlights the importance of social media as a space for the formation of fitness practices, motivation, and users’ everyday experiences, while also drawing attention to gender-specific ways of experiencing and engaging with fitness-related content.
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