FITNESS MUSES AND THE BODY-CONSUMPTION-HAPPINESS TRIAD

Abstract:

We analyze how Muses Fitness are produced and produce themselves, mapping their strategies to engage with followers and understanding the relationships established between body architectures and consumption. In this virtual ethnography, we extracted photos and texts from nine women on Instagram on the course of 3 months. The results point to different investments in the development of body architectures by means of consumption related to body exposure the public display of intimacy and the relationship between goods, services, and products as a condition of happiness. The idealistic images of their spectacular lives encourage the obsession with an irreproachable lifestyle, whose noises and seductions support the promise that the consumption of the announced products is a key factor to reach it. Thus, by adding likes, accumulating followers, participating in events, marketing products, the Muses Fitness constantly restate the triad body-consumption-happiness.

Keywords:
Physical Appearance Body; Women; Consumer Behavior; Online Social Networking