Background And Aim: The purpose of the present study was to investigate #yoga on Instagram to better understand the nature of who is posting about yoga, in addition to whether the traditional teachings are present.
Methods: A multimethod approach was utilized for this study. Using the Netlytic program, a text and content analysis ( = 35,000) was conducted to examine authors' captions/comments associated with #yoga collected over 9 days. An image and caption coding scheme was developed and used to analyze 100 unique authors and images from the larger dataset.
Results: The text analysis revealed #fitness was the most cited word ( = 5491), suggesting an emphasis on the physical aspect of yoga. The content analysis suggested that the majority of words were categorized as good feelings ( = 32,747; 51%) and appearance ( = 30,351; 42%), while only a small amount was categorized as traditional teachings ( = 1703; 3%). Images revealed mostly women ( = 89; 89%), who were underweight ( = 68; 68%), in minimal clothing (70%), demonstrating a basic pose ( = 51; 51%), in an indoor environment ( = 57; 57%).
Conclusion: According to the text, content, and image analyses, #yoga on Instagram seems to emphasize the physical nature of yoga as consistent with the commercialization of yoga and not traditional teachings of the practice.
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http://www.ncbi.nlm.nih.gov/pmc/articles/PMC6521751 | PMC |
http://dx.doi.org/10.4103/ijoy.IJOY_50_18 | DOI Listing |
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