Influencer und das Problem mit dem Sixpack

Abstract

Background: Children and young people use social networks intensively on a daily basis to exchange information and are significantly affected in their decision-making process by so-called influencers. In the process, health-related content that includes nutrition and exercise is increasingly being addressed. Objectives: The study aims to contribute to a better understanding of the characteristics related to health-related visual language among German fitness influencers on Instagram. A particular focus is on the body image displayed. Materials and methods: In a quantitative approach, we analyzed 1000 postings, including pictures and captions, from the top 50 German fitness influencers on Instagram. Results: Central to influencer communication is the orchestration of one’s own person. The depicted body image plays a decisive role in this respect. Influencers who communicate (and advertise) mainly on the topics of nutrition and exercise position their entire body in a figure-accentuating or skin-uncovering way. Conclusions: Social media is a setting in which health-relevant topics are intensively communicated. On channels of German fitness influencers the focus is especially on advertising for sportswear and nutritional supplements. Strategies for prevention and the promotion of health should meet young people in this environment and counteract the body ideal promoted by influencers.