Assembling Fitness on Instagram – a Critical Visual Content Analysis of Consumer-Generated Content
This study investigates how consumer-generated fitness content visually frames the fitness assemblage on Instagram. Drawing on insights from a critical visual content analysis and assemblage theory, this study finds three communicative dynamics in fitness consumers’ visual rhetoric on Instagram—competing, acting, and balancing.
Veronika Rojkowski and Jonathan David Schöps (2021) ,"Assembling Fitness on Instagram – a Critical Visual Content Analysis of Consumer-Generated Content", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 292-295.
Veronika Rojkowski, University of Innsbruck
Jonathan David Schöps, University of Innsbruck
NA - Advances in Consumer Research Volume 49 | 2021
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