The master’s thesis analyses, in the context of consumer body fit culture, the self-representations of selected female Slovenian fitness bloggers in their personalized Instagram profile. The ways of their representation, or differently put, viewing are analysed according to the theory of representation by Stuart Hall and John Berger. Their fit blogs are treated as an integral part of postfeminist sensibility, as they represent the body as a source of power, which is simultaneously subjected to self-control, self-discipline and the necessity of transformation as a pathway to success. They work with the idea of empowering women as active subjects who follow their own autonomously created desires. Analysis reveal that fitness bloggers on Instagram represent themselves through practices of self-tagging by exploiting their body, which is portrayed as a sexualized object, and flaunting an ideal life style, which is embellished through Instagram filters, to achieve their business goals. The body ideal, which they represent, is a firmly toned body with accentuated muscles and a large, beautifully shaped buttocks as a result of disciplined exercise and a healthy diet. The analysis brings about a realization that fitness bloggers give contradictory messages to their female followers, due to being present in the business industry. Even though they supposedly encourage a healthy lifestyle, they in fact stimulate imitation, and by this strengthen the subjugation of female identity to body beauty standards. Simultaneously, by means of (self)-representation they testify to the all-presence of fit culture which is an integral part of the postfeminist media discussion.
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