A cultura da boa forma nas redes sociais da internet: o corpo como consumo na sociedade contemporânea.

Abstract

The cult of the body and cyber culture are trademarks of contemporary society, characterized by uncontrolled production of images and content related to the fitness universe, gestated in the consumer society. Understanding the contemporary symptom of the fitness culture, especially bodybuilding, on Facebook pages was the objective of this research, performed in a group of this social network, with analysis of textual posts, still images and videos (transcripts) shared within the group, between the months from August to October 2014 and four semi-structured interviews with members of this group. It is noticed that the fitness culture in social networks, as a symptom of today's society, comprises the following features: (1) stimulates proliferation and publications share that assume consumption to/from the body, ideas, garments, knowledge and behaviors associated with physical exercise linked to the achievement of good form, (2) the body is produced through self-imposed suffering, which perpetuate a constant dissatisfaction, which happens to be continually a work in progress, compared to a temple or potential machine, (3) in this context the protein is hipervalorizada over to fat accumulation in the body. In addition, the power is considered a major topic for the sport, however, is insufficient, making himself to be complemented with supplements, or not, to achieve more accurately and quickly to set targets. Understand the concerns of this dinner is imperative task for the nutritionist. It is felt that research in the social internet networks can be a help in this task: the relationship-internet-body culture is revealed as prime nesting for understanding the contemporary symptom of the fitness culture. Therefore, there is the need to develop research methodologies for this field.