Abstract
This paper explores how social media content created by and for women in “midlife” constructs, markets, and motivates transformative fitness journeys. Using qualitative content analysis, the research examines three Instagram accounts each targeting “midlife” women through fitness programs, coaching, and lifestyle advice. Posts are analyzed across some key categories such as post patterns, representations of family and private lives, direct address to women, promotional strategies, identity formation narratives, and the use of before/after photos. Attention is given to how these accounts frame strength, vitality, and femininity during “midlife”, and how they position physical transformation as both a personal and communal achievement. The analysis is also informed by the researcher’s own experience in strength training and the professional transition toward becoming a certified fitness coach and yin yoga instructor, offering an embodied and reflexive perspective.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Sporting Cultures and Identities
KEYWORDS
Strength Training, Midlife Women, Identity, Transformation, Social Media
