Mitos alimentarios en la cultura del fitness de Instagram
Date
Authors
Subject
myths
alimentation
fitness culture
Instagram
digital marketing
Mitos
alimentación
cultura del fitness
Instagram
marketing digital
alimentation
fitness culture
digital marketing
Mitos
alimentación
cultura del fitness
marketing digital
Language:
Journal Title
Journal ISSN
Volume Title
Publisher
Instituto Tecnológico de Santo Domingo (INTEC)
En el contexto de la web 3.0, Instagram constituye un espacio complejo respecto de la circulación de información y la publicidad relativa a la alimentación. Como característica de este medio, y en el marco de una cultura del fitness, encontramos una amplia oferta de servicios-productos asociados a regímenes dietéticos y sistemas de entrenamiento, que prometen la obtención de corporalidades específicas. Ante una saturación de contenidos y frente a una necesidad/demanda por ostentar una corporalidad exitosa, se desarrollan estrategias de marketing digital que son empleadas indistintamente por marcas, individuos comunes e Influencers. En esta escena, verificamos la referencia y actualización del mito, el cual no sólo es tematizado, sino utilizado a partir de su potencia antropológica, apelando, principalmente, al arquetipo de la transformación y a una validación en las comunidades virtuales, de valores como la voluntad, la disciplina y el control. A través de un análisis de caso específico con la cuenta @nutrientreno_1, revisaremos diversas formas de operación del mito en Instagram.
In the context of Web 3.0, Instagram constitutes a complex space regarding the circulation of information and advertising related to food. As a characteristic of this media and within the framework of fitness culture, there is a wide range of services-products associated with dietary regimens and training systems, with the promise to obtain specific corporalities. Faced with a saturation of content and the need/demand to display a thriving body, digital marketing strategies are developed and used interchangeably by brands, common individuals and Influencers. In this scene, is verifiable the reference and updating of the myth, which is not only thematized, but used upon its anthropological power, appealing mainly to the archetype of transformation and validation in virtual communities of values such as will, discipline and control. Through an analysis of the specific case of @nutrientreno_1, this text reviews various ways in which the myth operates on Instagram.
In the context of Web 3.0, Instagram constitutes a complex space regarding the circulation of information and advertising related to food. As a characteristic of this media and within the framework of fitness culture, there is a wide range of services-products associated with dietary regimens and training systems, with the promise to obtain specific corporalities. Faced with a saturation of content and the need/demand to display a thriving body, digital marketing strategies are developed and used interchangeably by brands, common individuals and Influencers. In this scene, is verifiable the reference and updating of the myth, which is not only thematized, but used upon its anthropological power, appealing mainly to the archetype of transformation and validation in virtual communities of values such as will, discipline and control. Through an analysis of the specific case of @nutrientreno_1, this text reviews various ways in which the myth operates on Instagram.
Description
Type
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artículos evaluados por pares
info:eu-repo/semantics/publishedVersion
Artículos evaluados por pares
Source
Science and Society; Vol. 49 No. 1 (2024): Science and Society; 7-29
Ciencia y Sociedad; Vol. 49 Núm. 1 (2024): Ciencia y Sociedad; 7-29
2613-8751
0378-7680
10.22206/cys.2024.v49i1
Ciencia y Sociedad; Vol. 49 Núm. 1 (2024): Ciencia y Sociedad; 7-29
2613-8751
0378-7680
10.22206/cys.2024.v49i1