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.



Citation:

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.

Authors

Veronika Rojkowski, University of Innsbruck
Jonathan David Schöps, University of Innsbruck



Volume

NA - Advances in Consumer Research Volume 49 | 2021



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