Representative and Representated Bodies: fitness ideals in the digital media

ObhájenoThis bachelor thesis deals with the influence of digital media on ideal bodyshape in fitness. Main term in this topic is embodiment, which is discussed from the sociology and antrhropology focus. The body is not only symbolic field for reproduction of meanings, but also for transformation of these systems of meanings. Ideal body in present is body, that represent major meanings in society. Bordo explains this on West culture, where ideal body is connected with personal attributes like strong will and self-control. Wolf came with term bauty myth and it says, that beauty is objective feature, which is needed for better position in society among your peers. Ideal body shape is more concerned with women, than men, because women are learned since they are very young, that their apperance is main thing in their lives. Plastic surgeries are in these days very extended among all people no matter how much money people have or which social status they have. Research made in this bachelor examines, that women are going in fitness centrum because they are not happy about their appearance. This research didn´t find, that there is any type of universal ideal body type. Digital media have great influence in this process. They actively participace on proces of identify bounderies and spreading of menings of adverts. They have power to affect the society regarding to the behavior, meanings and attitude