Como são veiculados conteúdos por academias de ginástica na cidade de Pelotas-RS em postagens no Instagram?

Abstract

The present research, of a qualitative nature, had as a general objective to identify what were the contents disseminated by gyms on Instagram, in the city of Pelotas (RS). As specific objectives it was sought to classify what were the most frequent content in the posts of gyms in the social media in question, and then problematize the content in order to find in these, thematic similarity generating concepts that would clarify what was primarily revealed from these analyzes. This is an exploratory and qualitative approach to online social networks, which used the content analysis method proposedby Bardin (2016). Images and captions ere analyzed, and for extraction of the posts were taken screenshots of the posts of gyms that allows the treatment of the analysis in an offline environment and also avoids losses. The period chosen for the object of analysis of this study was from September to October 2019, understanding that this was, from brief floating reading in the profiles, the period of greatest number of posts. For data treatment and analysis, the Atlas TI 8.0 software was used, which allowed segmenting, selecting quotes, coding them, and also creating categories. In all, 235 posts were analyzed, which after the coding process brought out 13 guiding codes that represent the most frequent contents in the posts. These codes were discussed and presented during the research and then grouped according to their thematic familiarity into two major categories: Consumer relations and marketing; and Information about body and health. These categories reveal that there is a predominance of content imbricated in consumer relations in relation to health information, demonstrating that the content produced by gyms on Instagram bet on the use of this marketing bias to sustain themselves in this social media. It is concluded that consumption practices are present in the pos s through perspectives that aim at marketing and the production of social capital, and that on the other hand, the contents about health issued are capable of production and reproduction of meanings not only in the professional practice in these environments, as in the agendas about health generated in those who are touched by these contents.