Making career. An ethnographic and biographical analysis of the performance of masculinity and the construction of contemporary subjectivities in the digital environment

DOI: https://doi.org/10.5209/crla.87882
Keywords: influencers, masculinity, subjectivity, body

Abstract

In the field of sport, it is increasingly common to find people who perform as fit influencers, spectacularize their intimacy/daily life and promote themselves online. This paper seeks to know how these sports-media careers are developed and how their trajectories are professionalized, attending to body management and emotional management in a gender perspective, in order to think about valuations today. The text is based on the life story of a runner, member of a running team in Buenos Aires (Argentina), consecrated as a healthy lifestyle influencer. These coordinates allow us to critically reflect on the relationships that these people compose with their bodies according to the global capitalist transformations, to think about the conjugations, crossings and tensions between the ontological conversion and the legitimacy of the market, in order to understand how masculinity is deployed in the digital environment and how our subjectivities are configured, crossed by business, sports and coaching discourses.

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Author Biography

Nemesia Hijós, CESyS-UNMdP/CONICET

Doctora en Ciencias Sociales por la Facultad de Ciencias Sociales (FSOC) de la Universidad de Buenos Aires (UBA). Magíster en Antropología Social por la Escuela Interdisciplinaria de Desarrollo Económico y Social (IDES) y el Instituto de Altos Estudios Sociales (IDAES) de la Universidad Nacional de San Martín (UNSAM). Licenciada y Profesora en Ciencias Antropológicas con orientación sociocultural por la Facultad de Filosofía y Letras (FFyL) de la UBA. Becaria Posdoctoral del Consejo Nacional de Investigaciones Científicas y Técnicas (CONICET), con sede de trabajo en el Centro de Estudios Sociales y de la Salud (CESyS), de la Facultad de Ciencias de la Salud y Trabajo Social (FCSyTS), Universidad Nacional de Mar del Plata (UNMdP), Argentina. Docente ad-honorem del Seminario de Cultura Popular y Cultura Masiva de la carrera de Comunicación Social de FSOC, UBA, y de la Diplomatura en Género y Deporte en la misma casa de estudios.

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Published
2023-12-01
How to Cite
Hijós N. (2023). Making career. An ethnographic and biographical analysis of the performance of masculinity and the construction of contemporary subjectivities in the digital environment. Cuadernos de Relaciones Laborales, 41(2), 313-333. https://doi.org/10.5209/crla.87882
Issue
Vol. 41 No. 2 (2023): Monográfico: Encuentros y desencuentros entre neoliberalismo y género: la expansión del ethos emprendedor más allá del mundo del trabajo
Section
Monographic

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