La mujer deportista en las redes sociales: un análisis de los consumos deportivos y sus producciones estéticas

Abstract

The ideals regarding the feminine body have transformed over the last few decades, and a continuous tension exists between these and hegemonic stereotypes. This ideal of the modern and attractive body, along with new moralities, has been constructed and promoted by both mass media and social media utilizing specific “models,” known as influencers or “ambassadors.” The objective of this article is to analyze the representations which are constructed in these digitally mediated interactions with a focus on the participation of women in sports, understanding that the body is a central element and that the market occupies a fundamental role in determining the “necessities” linked to consumption. To this end, we will reflect on our own fieldwork and analyze a series of advertisements, videos, and images on social media (specifically YouTube and Instagram) in which sporting activities are represented, or self-represented, as models of the new ideal of the individual and the body.