#INSTAPROMOSAÚDE: o universo fitness na rede social online Instagram e reflexões sobre a promoção da saúde

Abstract

The increasing use of online social networks – OSN nowadays has altered the way people interact with each other. OSN is a set of applications that allow the exchange of content by users and among the most popular we can quote Instagram. Released in 2010, it is an application that allows users to view photos or short videos and editing the image by inserting filters and using markers (hashtags) in comments. The research begins with the observation of the postings of so-called fitness bloggers on the Instagram and with the following question: How do the online content produced by fitness bloggers can contribute to the field of Health Promotion? It was with the intention to understand the new communication and cultural scenario of the production and dissemination of these images that the dissertation had as objective: to classify and to analyze the content posted by the most followed fitness profiles in Brazil. This classification and analysis took into consideration important aspects to the National Health Promotion Policy of 2015 regarding the incentive of "corporal practices and physical activities, which includes promoting actions, counseling and dissemination of corporal practices and physical activities." Methodology: A method proposed by Bardin (2009) was used for data collection, classification and content analysis (textual and imagery). Ten public accounts of users were selected and data was collected over a period of 15 days, uninterrupted (from August 15 to 31, 2016). All posts by ten bloggers were archived and tabulated, quantified, classified and analyzed generating the following thematic categories: a) for images with the presence of body parts; b) regarding the selfie; c) for travel imagens and locations; d) the use of the video feature; e) the merchandising of food supplements and; f) regarding the presence or indication of health professionals. The results have shown that fitness bloggers post pictures with constant merchandising and advertising of products and services, including dietary supplements, travel scenes and physical exercise practices (indoor and outdoor). However, this exposure of content with healthy discourse reinforces the ideal of beauty present in the mass media, with the presence of defined and lean bodies. The association between defined body with healthy eating is evident, but there is also the association of body shape with the consumption of dietary supplements. Fitness bloggers have high posting frequency when compared to the overall average of users on the network and low presence of self-images. The productions of the photographs are professional, mostly with lighting control, studio and taken by photographers who accompany them. Conclusion: The research points to the need to use RSOs as mediating spaces for health promotion actions and interventions, especially regarding the consumption of content by fitness bloggers. Instagram is a promising tool for reaching the fitness public and addressing Health Promotion content and interventions. Automating the process of data collection and analysis of content generated by a greater number of users is a way to be taken to understand and infer about behavior of individuals in RSO.