In this diploma thesis, I studied how Slovene personal fitness trainers self-represent themselves on social network site, Instagram. Studies show that most sportsman represent themselves in the way in which they look skinny, muscular and have no body fat. I am especially interested in ways of self-representation and possible gender differences. Theoretical part of the thesis helps us understand the connection between Goffmans self-representation and digital self-representaion, as we know it today. Digital environments enable their users to represent themselves by posting photographs, text or other kind of posts for their followers to see. Personal trainers represent a special category, as they self-represent themselves, their look and occupation by using social network sites. In empirical part of this thesis, I used content analysis method to analise how personal trainers (men and women) represent themselves on social network site Instagram.
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