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