“…In doing so, they pretentiously showcase their bodies in straight view to the camera, leaning against, sitting on, or standing in front of a car and/or motorbike—culturally fetishized commodities (Schroeder and Zwick, 2004). Female consumers replicate the bending of one knee while stretching the other posture, reproducing the emphasis on their roundly shaped glutes and long hair (Srivastava et al, 2022). In contrast, male consumers stress their masculine “presence and power” (Schroeder and Zwick, 2004: 23) by angling their arms to touch their triceps, frowning, and indifferently leading their gaze to one side instead of directly looking into the camera (Srivastava et al, 2022).…”
Section: Resultsmentioning
confidence: 99%
“…In contrast, female consumers participate in the cultural production of content, stretching one leg while bending the other or pushing their glutes in one direction, using the hashtags #legs, #glutes, and #booty to contextualize and network their content. Additionally, female consumers put their hands on their waists and wear high-waist leggings in combination with crop tops, once more making glutes, and breasts appear roundly shaped and legs, stomachs, and waistlines slim (Ferguson et al, 2021; Srivastava et al, 2022). Figure 2.Hashtags co-occurring with #fitness on Instagram.…”
Section: Resultsmentioning
confidence: 99%
“…Female consumers dress in colorful skin-tight clothes, for example, bikinis or swimsuits, making breasts and glutes appear roundly shaped, and touching their bodies by either putting a hand on the waistline or touching their long hair (Srivastava et al, 2022). These consumers further accentuate their playful body performance by drawing on soft and seductive facial expressions—memetically echoing and propagating the stereotypical construction of women as innocent, albeit sexualized objects (Srivastava et al, 2022). Likewise, men expose their trained bodies at the beach, exuding a sense of positivity and happiness.…”
Section: Resultsmentioning
confidence: 99%
“…Consumers' bodies once more constitute the core memetic component in these images, that is, consumers reenact the one-person photograph, self-confidently exposing their partly naked, shaved, muscular, and slim bodies to the camera. Female consumers dress in colorful skin-tight clothes, for example, bikinis or swimsuits, making breasts and glutes appear roundly shaped, and touching their bodies by either putting a hand on the waistline or touching their long hair (Srivastava et al, 2022). These consumers further accentuate their playful body performance by drawing on soft and seductive facial expressions-memetically echoing and propagating the stereotypical construction of women as innocent, albeit sexualized objects (Srivastava et al, 2022).…”
Section: The Fitness Body Memeplexmentioning
confidence: 99%
“…Female consumers replicate the bending of one knee while stretching the other posture, reproducing the emphasis on their roundly shaped glutes and long hair (Srivastava et al, 2022). In contrast, male consumers stress their masculine "presence and power" (Schroeder and Zwick, 2004: 23) by angling their arms to touch their triceps, frowning, and indifferently leading their gaze to one side instead of directly looking into the camera (Srivastava et al, 2022). Moreover, we find these consumers accumulating fashion-related cultural items, that is, men are foremost dressed in shirts/t-shirts and trousers/jeans, combined with white sneakers and sunglasses, networking their content to hashtag feeds such as #style, #look, #fashion, and #cool (Figure 2).…”
This study examines participatory logics as a process of the platformization of culture in the context of fitness body culture on Instagram. Building upon meme theory and applying a networked content analysis of #fitness, we highlight the memetic logics of participation that manifest in and derive from an interplay between consumers and affordances. Our findings, first, detail how content exhibiting common characteristics forms contextual memes that make up the platform's meme complex of fitness body culture. We, second, outline how the memetic logics of participation interconnect, cross-reference, and reinforce a standardized and platformized consumer culture. This study ultimately points to a networked public in which consumers follow both context-specific and platform-afforded—memetic—logics of participation in cultural production.
“…In doing so, they pretentiously showcase their bodies in straight view to the camera, leaning against, sitting on, or standing in front of a car and/or motorbike—culturally fetishized commodities (Schroeder and Zwick, 2004). Female consumers replicate the bending of one knee while stretching the other posture, reproducing the emphasis on their roundly shaped glutes and long hair (Srivastava et al, 2022). In contrast, male consumers stress their masculine “presence and power” (Schroeder and Zwick, 2004: 23) by angling their arms to touch their triceps, frowning, and indifferently leading their gaze to one side instead of directly looking into the camera (Srivastava et al, 2022).…”
Section: Resultsmentioning
confidence: 99%
“…In contrast, female consumers participate in the cultural production of content, stretching one leg while bending the other or pushing their glutes in one direction, using the hashtags #legs, #glutes, and #booty to contextualize and network their content. Additionally, female consumers put their hands on their waists and wear high-waist leggings in combination with crop tops, once more making glutes, and breasts appear roundly shaped and legs, stomachs, and waistlines slim (Ferguson et al, 2021; Srivastava et al, 2022). Figure 2.Hashtags co-occurring with #fitness on Instagram.…”
Section: Resultsmentioning
confidence: 99%
“…Female consumers dress in colorful skin-tight clothes, for example, bikinis or swimsuits, making breasts and glutes appear roundly shaped, and touching their bodies by either putting a hand on the waistline or touching their long hair (Srivastava et al, 2022). These consumers further accentuate their playful body performance by drawing on soft and seductive facial expressions—memetically echoing and propagating the stereotypical construction of women as innocent, albeit sexualized objects (Srivastava et al, 2022). Likewise, men expose their trained bodies at the beach, exuding a sense of positivity and happiness.…”
Section: Resultsmentioning
confidence: 99%
“…Consumers' bodies once more constitute the core memetic component in these images, that is, consumers reenact the one-person photograph, self-confidently exposing their partly naked, shaved, muscular, and slim bodies to the camera. Female consumers dress in colorful skin-tight clothes, for example, bikinis or swimsuits, making breasts and glutes appear roundly shaped, and touching their bodies by either putting a hand on the waistline or touching their long hair (Srivastava et al, 2022). These consumers further accentuate their playful body performance by drawing on soft and seductive facial expressions-memetically echoing and propagating the stereotypical construction of women as innocent, albeit sexualized objects (Srivastava et al, 2022).…”
Section: The Fitness Body Memeplexmentioning
confidence: 99%
“…Female consumers replicate the bending of one knee while stretching the other posture, reproducing the emphasis on their roundly shaped glutes and long hair (Srivastava et al, 2022). In contrast, male consumers stress their masculine "presence and power" (Schroeder and Zwick, 2004: 23) by angling their arms to touch their triceps, frowning, and indifferently leading their gaze to one side instead of directly looking into the camera (Srivastava et al, 2022). Moreover, we find these consumers accumulating fashion-related cultural items, that is, men are foremost dressed in shirts/t-shirts and trousers/jeans, combined with white sneakers and sunglasses, networking their content to hashtag feeds such as #style, #look, #fashion, and #cool (Figure 2).…”
This study examines participatory logics as a process of the platformization of culture in the context of fitness body culture on Instagram. Building upon meme theory and applying a networked content analysis of #fitness, we highlight the memetic logics of participation that manifest in and derive from an interplay between consumers and affordances. Our findings, first, detail how content exhibiting common characteristics forms contextual memes that make up the platform's meme complex of fitness body culture. We, second, outline how the memetic logics of participation interconnect, cross-reference, and reinforce a standardized and platformized consumer culture. This study ultimately points to a networked public in which consumers follow both context-specific and platform-afforded—memetic—logics of participation in cultural production.
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