This study investigates how Fitness World and their members portray gender and body images based on social constructivism in the postmodern society. The baseline for the scientific theory is Michel Foucault’s approach to gender with a further construction of Judith Butler’s gender theory. The empiricism is mainly based on qualitative interviews with six members from Fitness World Lyongade, Amager. Moreover the empiricism also includes Fitness World’s commercials, quotes and their overall presence on the social media. To analyze the interviews several theorists and their methods are withdrawn. The analysis is com-bined of both discourse psychology and critical discourse analysis, which leads to how the inter-viewees address training, gender and branding. The results show that men are more aware of their masculinity than women are of their femininity. Furthermore it appears that Fitness World and their members contribute to maintaining discursive identities by citing and reflecting normative body images.
|Educations||Basic - Bachelor Study Programme in Humanities, (Bachelor Programme) Basic|
|Publication date||26 May 2016|
|Supervisors||Randi Lorenz Marselis|
- Fitness World