What color is your Bugatti? Gym bros and the neoliberal narrative of the manosphere
Abstract
There is a growing number of fitness influencers on the Internet, popularly known as gym bros, who use physical exercise to reinforce a masculine ideal based on control, strength and money as symbols of status and power. The most famous Spanish-speaking figure is Spaniard Amadeo Lladós, with over one and a half million followers on his social media platforms. The objective of this study is to demonstrate the ideological connection of gym bros with the manosphere, for which 25 videos published by Lladós on Instagram were reviewed using the Critical Discourse Analysis technique. The results show how their narratives share language and connect with the masculinist and neoliberal ideals of the manosphere.
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