The pornification of fitness bodies: the economy of attention and the government of conduct

Abstract:

The article analyzes how digital fitness influencers engage in pornography on Instagram in order to promote and sell products, physical training routines and healthy lifestyles. Methodologically, the posts of the six most-followed influencers on the “musasfitness.” profile were monitored between January 1 and March 31, 2022. From the category of pornography, the images and texts posted show a process of saving the attention of their followers mediated by the pornification of their bodies, a mechanism that enhances the content they produce and generates as an effect, a technology capable of conducting their own behavior and that of their followers in a process that establishes parameters on well-being, health, beauty and, above all, the conditions under which the pornification of bodies becomes opportune for women.

Keywords:
Pornoeroticism; Fitness influencers, Attention economy; Governmentality