Exercise and social media: kinesiological and social aspects of the fitfluencing phenomenon

Fitness je pojam koji se odnosi na opću tjelesnu spremnost i zdravlje tijela. Uključuje različite aktivnosti i vježbe koje se provode kako bi se poboljšala tjelesna izdržljivost, snaga, fleksibilnost, ravnoteža i druge komponente tjelesne kondicije. Iako su društvene mreže i fitness dva različita koncepta, u digitalnoj današnjici su sve više povezani, pružaju platformu za povezivanje i dijeljenje informacija, čineći ga dostupnijim i inspirirajućim za ljude širom svijeta. Cilj ovog diplomskog rada je putem vježbe iz sociološke imaginacije omogućiti razumijevanje i analizu stavova o pitanjima utjecaja fitluencinga na društvo iz perspektive osoba koji se aktivno bave fitnessom te provođenjem fitness treninga, a jednako ispitat ćemo motivacije i djelovanje osoba koje sebe smatraju fitfluencerima. Provedeno je 6 polustrukturiranih dubinskih intervjua s aktivnim fitness trenerima koji su ujedno aktivni na društvenim mrežama. Ispitanici su upoznati s pojmom fitfluencing, no smatraju da može imati dvojaki utjecaj na društvo. Smatraju kako njihov influencing spada u spektar pozitivnog djelovanja, odnosno stavlja naglasak na zdravstvenu dobrobit pojedinca koja se temelji na znanstvenim dokazima. S druge strane upozoravaju marketinške zamke u svijetu fitnessa na društvenim mrežama.Fitness is a concept that relates to general physical fitness and health. It includes various activities and exercises aimed at improving physical endurance, strength, flexibility, balance, and other components of physical fitness. Although social media and fitness are two different concepts, in today's digital age, they are increasingly interconnected, providing a platform for connection and information sharing, making it more accessible and inspiring for people worldwide. The aim of this master's thesis is to use exercises from a sociological perspective to enable understanding and analysis of attitudes regarding the impact of fitfluencing on society from the perspective of individuals actively involved in fitness and conducting fitness training. Additionally, we will explore the motivations and actions of individuals who consider themselves fitfluencers. Six semi-structured in-depth interviews were conducted with active fitness trainers who are also active on social media. The participants are familiar with the concept of fitfluencing but believe it can have a dual impact on society. They believe that their influencing falls within the spectrum of positive impact, emphasizing the individual's health and well-being based on scientific evidence. On the other hand, they warn of marketing pitfalls in the world of fitness on social media