När träningen står i livets fokus: En kritisk diskursanalys om hälsa i svenska träningsbloggar
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
When sport becomes the focus of life : A critical discourse analysis of health in Swedish sport blogs (English)
Sport and health is a constantly growing trend. This is visible for example in the significant growth of the fitness industry during recent years. It is thus not surprising that fitness and health is also a growing topic in the new internet media. This report presents a qualitative overview about how health is defined in Swedish fitness and lifestyle blogs. The aim of the study was to understand how health is defined and presented by bloggers. For this it was analyzed how bloggers write about health, which social norms the bloggers apply and which forms of power are created. This analysis was performed in two steps: first a qualitative content analysis of four different Swedish fitness and lifestyle blogs was obtained, and subsequently a critical discourse analysis was done to gain deeper insight. For this, the theories of language studies, discourse, and power and norms were applied. The analysis of the material shows that the perceptions of health presented were mainly characterized by training with the goal of keeping fit. It is suggested that this goal can be reached better with the help of healthy food, rest, a strong mentality and use of various products. The training appears to determine to a large extent the bloggers´ life and is therefore covered in detail in the discourse. Even many of the norms and standards can be linked to training. Many unwritten rules of how to look, how a trained person should feel and what to eat are shown to influence the bloggers´ writings. The prevailing gender roles were also found to be represented in blogs, which suggests that they are still relevant in society. This new form of fitness and sport trend exerts a strong power over many people that is created by a tight interaction between reader, blogger and sports industry.
Place, publisher, year, edition, pages
2016. , 31 p.
discourse, health, blogs, power, social norms, use of language
Diskurs, Hälsa, Bloggar, Makt, Norm, Språkanvändning
Media and Communications
IdentifiersURN: urn:nbn:se:umu:diva-116981OAI: oai:DiVA.org:umu-116981DiVA: diva2:903729
Programme in Media and Communication Studies
Johansson Lönn, Eva