The Health Guru: Masculinity and Fitness Coaching in the Blogosphere

Abstract

Through a close study of blogs, where male fitness experts share their expertise, this article analyses how masculinity are framed within the Internet-mediated context of the fitness culture. This is done against the background of Connell's theory of masculinity, and recent critiques of the concept of hegemony. Through an in-depth analysis of three blogs, we get a complex and contradictory image of the different forms of masculinity portrayed in these blogs and in fitness culture at large. The texts and imagery on the blogs clearly exceeds the criteria/limits of traits and norms traditionally considered male or female. In doing so, the may contribute to an increased acceptance for, for example, gay identities and other submissive masculinities.