Fenomen fitnessa i standardi ženske ljepote na Instagramu

master's thesis

• Title (english): The Fitness Phenomenon and Women's Beauty Standards on Instagram
• Author: Paula Latinović
• Mentor: Viktorija Car (mentor)
• Committee member: Viktorija Car (predsjednik povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Media and Communication); Zagreb
• Defense date and country: 2019-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Instagram je društvena mreža s više od milijardu korisnika, a bazira se na objavi fotografija i sličnog vizualnog sadržaja. Odnedavno se na Instagramu može zapaziti promoviranje novog fenomena mišićave ženstvenosti. Influencerice se na svojim profilima fitnessa samoprezentiraju na način koji im odgovara pa je snažna i fit žena sada dobila mjesto na društvenim medijima za razliku od prikaza mršave žene u masovnim medijima. Cilj ovog diplomskog rada je pokazati kako se fit identitet ženske ljepote nametnuo na Instagramu. Postavljena su istraživačka pitanja: kako se žene prikazuju na svojim profilima na Instagramu; koje je nove standarde ženske ljepote zadala ova društvena mreža; postoji li razlika mršavog i fit ideala ljepote; razbijaju li se time kulturološke razlike? Istraživanje je provedeno kvantitativnom analizom sadržaja te kvalitativnom analizom narativa na uzorku od 250 fotografija objavljenih na Instragramu. Otkriveno je kako se profili fitnessa ne baziraju isključivo na vježbanju, već na prezentaciji tijela čime dolazi do objektifikacije žene. Žene na svojim profilima objavljuju fotografije u zavodljivim pozama s pogledom koji mami gledatelja, a odjevene su vrlo oskudno. Njihova tijela su izrazito muskularna, a na važnosti dobivaju zategnuta stražnjica, velike grudi i isklesan trbuh. Žene u većini slučajeva ne pokazuju svoj celulit ili masno tkivo, a odabiru posebne poze za fotografiranje kako bi svoj izgled učinile što atraktivnijim. Instagram postaje novo mjesto za izgradnju identiteta te širenje brojnih prikaza novog standarda ženske ljepote.

Abstract (english)

Instagram is a social network with more than a billion users. It is based on photographs and other similar visual content. Recently there has been a promotion of new phenomenon of muscular femininity. Influencers on their fitness profiles self-represent themselves in a way they prefer. Fit and strong woman has taken her place on social media in contrast to slender women in mass media. Purpose of this master thesis is to show how women's identity of fit beauty got imposed on Instagram. Research questions were asked: how women present themselves on their fitness profiles; which new beauty standards Instagram impose; is there difference between fit and skinny beauty ideal; has fit ideal broken cultural differences? Research was conducted by quantitative content analysis and qualitative narrative analysis on a sample of 250 photographs published on Instagram. It was discovered that fitness profiles are not based entirely on working out but on presentation of body which leads to women's objectification. Women publish seductive photographs on their profiles also with seductive gaze and they are sparingly dressed. Their bodies are muscular and tight buttocks, big breasts, and flat abdomen became important. Women do not show their cellulite or fat tissue, and they choose special poses for taking photos so their looks can be more attractive. Instagram is becoming a new place for constructing identities, and for spreading many depictions of new woman's beauty standard.

• Keywords: fitness; ženska ljepota; ženstvenost; društvene mreže; Instagram; fotografija; influencerice; oglašavanje
• Keywords (english): fitness; woman's beauty; femininity; social media; Instagram; photography; influencers; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:114:583567
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-11-22 10:59:18