Bodybuilders on Instagram: How Do Men Navigate Masculinity While Showing Off Their Bodies

Estimated reading time: 8 minutes

In the digital age, Instagram has become a popular platform for bodybuilders to display their physiques. But it raises the question of how they maintain their masculinity while engaging in such performative behaviors, e.g. valuing “pretty muscles” over functionality. This article explores bodybuilders on Instagram, focusing on how they negotiate between traditional hegemonic masculinity and emerging inclusive masculinities. 

We’re sharing the findings of a study by Kayla Marshall, Kerry Chamberlain, and Darrin Hodgetts, which analyze the Instagram posts of male bodybuilders to understand this complex negotiation.

Understanding Masculinity In Two Forms

To grasp how bodybuilding male fitness influencers navigate their masculinity on Instagram, we must understand the concepts of inclusive masculinities and hegemonic masculinity.

Inclusive Masculinity

Inclusive masculinity theory explores traits traditionally seen as ‘feminine’, such as emotional expressiveness and intimacy. Unlike the stoic, aggressive, and dominant traits often associated with traditional masculinity, inclusive masculinities allow men to express emotions openly and form close, intimate relationships with other men. This shift towards softer, more inclusive ideals reflects broader cultural changes where men are encouraged to embrace wider emotional and social behaviors.

Hegemonic Masculinity

Hegemonic masculinity, on the other hand, represents its traditional standards. It emphasizes physical dominance, mental toughness, stoicism, and economic success. Men who adhere to hegemonic masculinity often prioritize functional strength and emotional authority, aligning their behaviors with long-standing expectations of what it means to be a “real man.”

Why It Matters

Understanding these concepts is crucial in a society where social media platforms like Instagram influence cultural norms. Popular bodybuilders to follow on Instagram navigate these masculinities in ways that both challenge and uphold traditional gender norms. This negotiation affects their presentation, influencing their followers and the broader discourse on masculinity. By examining these dynamics, we gain insights into how contemporary masculinity is perceived and performed in the digital age.

The Study Overview 

The research article “Male bodybuilders on Instagram: negotiating inclusive masculinities through hegemonic masculine bodies” by Kayla Marshall, Kerry Chamberlain, and Darrin Hodgetts explores how male bodybuilders navigate the complexity of masculinity on Instagram. 

Methodology

The researchers employed a visual inquiry method, analyzing 500 Instagram posts from 50 male fitness influencers and bodybuilders. The following analysis included a more detailed examination of 250 posts from 15 profiles. The focus was on the images, captions, and comments associated with these posts, providing a comprehensive understanding of how bodybuilders perform and negotiate masculinity in the online space.

Purpose of the Study

The study aimed to understand the performance and negotiation of masculinities among male bodybuilders on Instagram, uncovering the interplay between emotional expressiveness, intimacy, extreme self-objectification, and traditional masculine dominance. 

Key Findings on Inclusive Masculinities 

The study revealed several key findings about how male bodybuilders on Instagram negotiate inclusive masculinities.

Emotional Expressiveness and Intimacy

One finding showed that male bodybuilders often display emotional expressiveness and intimacy on Instagram, challenging traditional hegemonic masculinity. These men frequently post images and captions that express vulnerability, affection, and emotional depth. Bodybuilders might share personal stories of struggle, gratitude, and inspiration, or post photos highlighting close friendships and supportive relationships within the bodybuilding community. 

For example: @kingobi46 posted an image with the quote, ‘Choose a partner who is good for you. Not good for your [. . .] image or your bank account. Choose someone who is going to make your life emotionally fulfilling’

Self-Objectification

Another prevalent behavior among bodybuilders on Instagram is self-objectification. These men frequently post images focused on aesthetic appearance rather than functional strength. They showcase their well-defined muscles, often in highly stylized and polished photos that emphasize their physical beauty. This practice, typically associated with female self-presentation, indicates a blending of gendered behaviors to achieve validation and admiration from their audience. The study found this an often integral part of how bodybuilders engage with their followers and present themselves online.

It’s also notable that the study points out the dichotomy between actions that could be considered stereotypically “homosexual”, such as displaying and complimenting male physiques, despite the community of bodybuilding traditionally making efforts to distance itself from this identification. 

Cultural Shifts

These behaviors among male bodybuilders align with broader cultural shifts towards more inclusive and softer masculine ideals. By embracing inclusive masculinity, these men contribute to a redefinition of what it means to be masculine in contemporary society. They illustrate that masculinity can encompass a wider range of expressions and behaviors, moving beyond traditional gender roles, with bodybuilders on Instagram at the forefront of the evolution.

Key Findings on Hegemonic Masculinity

While male bodybuilders on Instagram are adopting more inclusive masculinities, they also continue to uphold traditional hegemonic masculine ideals. 

Traditional Ideals

Bodybuilders on Instagram frequently reinforce traditional hegemonic masculine ideals through self-presentation, emphasizing physical dominance by showcasing their muscular physiques. They also often highlight mental toughness and discipline, sharing stories of rigorous training regimens, strict dietary practices, and personal sacrifices. Many bodybuilders also display socioeconomic success, associating their muscular bodies with financial achievements, and aligning themselves with long-standing ideals of masculinity that prioritize physical and economic dominance.

Feedback Mechanisms

The reinforcement of hegemonic traits is influenced by the feedback mechanisms inherent in platforms like Instagram. The study found that bodybuilders receive and internalize comments and reactions from their followers that emphasize masculine strength and dominance. Compliments often focus on physical prowess and muscular development, while likes and shares serve as social validation. Conversely, criticisms and jokes tend to stigmatize perceived weaknesses, often associating them with femininity or lack of masculinity. 

While the shift toward inclusive masculinities can’t be ignored, the study shows that there’s still a large online market for the “alpha” fitness influencers that mirror more traditional masculine ideals. This branch of the market also emphasizes the functionality of bodybuilding, despite the pursuit being mostly aesthetic. 

However, perhaps more interesting is the balancing act that many bodybuilders on Instagram participate in – the Hegemonic Masculine Negotiation. 

Hegemonic Masculine Negotiation

“Hegemonic masculine negotiation” is a concept introduced in the study to describe male bodybuilders managing to embrace inclusive masculinities while still adhering to traditional masculine norms. For instance, a bodybuilder might post a heartfelt message about personal struggles or emotional experiences, but accompany it with a powerful, dominant image of their muscular physique. This negotiation allows these men to benefit from the positive aspects of inclusive masculinity, without facing the stigma often associated with behaviors deemed feminine.

Physical Dominance as a Buffer

The study found that greater muscularity acts as a buffer, permitting more emotional intimacy and self-objectification without fear of criticism. There’s a correlative relationship in terms of how bodybuilders who exhibit higher levels of physical dominance can afford to display more vulnerability and emotional depth. Their pronounced muscularity secures their status within traditional masculine norms. Essentially, their muscular bodies provide a safeguard, allowing them to negotiate and integrate inclusive masculine traits into their self-presentation on Instagram without facing backlash.

Hegemonic masculine negotiation allows bodybuilders to balance the benefits of inclusive masculinity with the security of traditional masculine displays, showcasing the nuanced ways in which modern men navigate their identities.

Cultural and Socioeconomic Influences

In the context of Instagram, bodybuilders often equate muscularity with mental strength and socioeconomic success. Their physiques are representations of physical power and symbols of their dedication, discipline, and capability to achieve significant goals. This link between muscularity and success is evident, with these fitness influencers frequently associating their bodies with attributes like resilience, perseverance, and high social status. Images of well-defined muscles are often accompanied by captions highlighting personal achievements, professional milestones, and luxurious lifestyles, suggesting that their physical form is directly related to their mental and economic prowess.

Societal Pressures

These presentations are influenced by societal pressures that compel men to demonstrate value through physical appearance, especially in an increasingly consumerist and individualistic culture. Social media platforms like Instagram amplify these pressures by creating an environment where visual appeal and personal branding are paramount. Men face constant societal expectations to embody ideals of strength, success, and attractiveness, leading them to use their bodies as their primary means of expressing these qualities. 

Broader Implications

The findings of this study have broader implications for understanding male behavior both on social media and in the physical realm. The association between muscularity and success underscores the pervasive impact of societal norms on men’s self-perception and behavior. The study illuminates the complexities of male identity in contemporary society, recognizing the dual pressures of adhering to traditional masculine ideals and adopting more inclusive traits. These insights highlight the need for a more nuanced understanding of masculinity – acknowledging the diverse ways men navigate their identities amidst evolving cultural expectations. 

This understanding can inform more supportive and inclusive environments, both online and offline, where men feel free to express the full range of their identities without fear of judgment.

Conclusion

Understanding the dynamic between hegemonic and inclusive masculinities is crucial in today’s digital age, where social media platforms like Instagram can significantly shape cultural norms and self-identity. By recognizing the complexities of male bodybuilders’ presentations on Instagram, we gain insights into broader societal pressures and expectations placed on men to conform to traditional ideals of masculinity and we can begin to embrace more inclusive behaviors.

By acknowledging and validating diverse expressions of masculinity, we can create more environments where men feel empowered to authentically express themselves. 

Join us in the next article of this series, in which we’ll explore how fitspiration accounts have influenced what people consider the ‘ideal muscular physique’. 

Reference

Marshall, K., Chamberlain, K., & Hodgetts, D. (2020). Male bodybuilders on Instagram: Negotiating inclusive masculinities through hegemonic masculine bodies. Journal of Gender Studies, 29(5), 570–589. https://doi.org/10.1080/09589236.2020.1722620