Sellers, Shifters, Sharers & Science Communicators

The initial beliefs and positions of fitness influencers and creators on Instagram

Bibliographic Data

ID11267505
AuthorsKyle Kubler (0000-0002-2162-4336, McGill University, corresponding author)
Year2023
Volume45
Issue6
Pages1119-1134
Publication date2023-09-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMedia Culture & Society (JOURNAL)
Journal identifiersISSN: 0163-4437 • E-ISSN: 1460-3675
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/01634437231155576
OpenAlexW4321376769
LanguageEN
Citations received4
References cited26

This article investigates the initial beliefs about social media held by fitness influencers and content creators. As influencers and content creators continue to play a growing role in mediating our social world, who invests in this work, and why, becomes increasingly important. Using semi-structured interviews with 41 fitness influencers and creators, this article identifies four typologies of initial belief: Science Communicator, Seller, Shifter, and Sharer. Differences in beliefs were explained in part by the variety of social positions held by influencers and creators within the fitness industry. Relying on Pierre Bourdieu’s concepts of social position and belief, this article aims to create a more generalizable account of who influencers and creators are, and why they continue to believe investments in social media are worth it

Advertising · Business · Content (measure theory · Influencer marketing · Political science · Position (finance · Public relations · Social media · Sociology · Variety (cybernetics · World Wide Web · Computer Science · Digital Games and Media · Digital Marketing and Social Media · Impact of Technology on Adolescents · Mathematics · Psychology · Social Psychology · Marketing

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Open DOIOpen Access