Consuming Desire: Commodification of Male Body Transformation Journeys on Instagram

Social media platforms are being utilized to promote advertisements that encourage individuals to alter their appearance in order to conform to societal norms. In addition, many fitness challenges, featuring celebrities' transformations, have emerged in Social such as Instagram. This research delves into the underlying themes found in body transformation narratives on Instagram, as well as the economic dimension of promoting fitness through social media. To attain a deeper comprehension in the absence of established frameworks, an exploratory case study method is used. Data was gathered through semi-structured interviews and the collection of visual content from Instagram. The entire process, from narrating and producing fitness journeys to showcasing transformed bodies, predominantly takes place on Instagram, enabling global social connections. The findings emphasize three central ideas: 1. self- consciousness, 2. fetishization of muscular body image, and 3. engagement with the content on Instagram. Furthermore, a 'Treadmill' Framework is introduced, comprising three phases: 1. the Warm-up Phase, characterized by a sequence of negative experiences before discovering motivation to interact with media and products that ultimately lead to positive body transformations; 2. the Workout Phase, noteworthy for the commercialization of muscular body ideals during their journeys; 3. the Cool-down Phase, involving the sharing of "before and after photos" coupled with inspirational quotes to inspire their followers to embrace a healthier lifestyle. Furthermore, Instagram is also shown to be a potent catalyst for this desire, as participants developed increased self-esteem and coping mechanisms, which in turn inspired their audiences to embark on their own fitness journeys.