GENDER REPRESENTATIONS IN FITNESS ADVERTISING BY THE #IWORKOUTATHOME COMMUNITY.

Over time, the fitness industry has expanded its engagement on social media, with Instagram becoming a prominent marketing tool. This study aims to examine the gender representations in the content shared by fitness centres on Instagram under the hashtag #Yoentrenoencasa (#IWorkoutAtHome). A thematic analysis of the visual content and linguistic messages of the fitness advertisements of this community was conducted, revealing the perpetuation of gender stereotypes linked to sport and the reinforcement of sexist roles, with women depicted in decorative roles compared to the professional roles of men. [ABSTRACT FROM AUTHOR]