To be fi t, or how the media promote a healthylifestyle. Analysis of selected magazines

Abstract

This article is the result of observing new social practices in the Polish society that are directly related to the createdand increasingly popular fashion of being fi t. To address the observed social changes, we have decided to analysemagazines devoted to a healthy and active lifestyle in terms of how they create a certain way of thinking about being active, healthy and fi t. An issue of interest to us is also how these periodicals contribute to creating a fashion forbeing fi t and how they promote a healthy lifestyle. These magazines were published between 2016 and 2018. Thetheoretical background is Simmels dualistic approach to fashion, as well as the ideology of healthism along withthe theory of objectifi cation. The main research method used was multimodal analysis.