Gender Representation in Fitness Influencers: How Men and Women Convey Running Messages on Digital Platforms

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Gender Shapes How Running Is Portrayed by Fitness Influencers on Instagram, Indonesian Study Finds

Running on social media is not just about exercise. It is also about identity, values, and gender. This conclusion comes from a 2026 peer-reviewed study by Asihta Aulia Azzahra, Nur’annafi Farni Syam Maella, and Harliantara from Universitas Dr. Soetomo. Published in the Indonesian Journal of Contemporary Multidisciplinary Research (MODERN), the research reveals clear differences in how male and female fitness influencers in Indonesia communicate running culture on Instagram—and why those differences matter.

By closely analyzing Instagram posts and reels from prominent Indonesian running influencers, the authors show that gender strongly shapes how running is framed. Male influencers tend to present running as performance-driven, competitive, and measurable, while female influencers emphasize well-being, emotional experience, and community. These patterns influence how audiences understand sport, health, and gender roles in everyday digital life.

Why running content on Instagram matters

Over the past decade, running in Indonesia has evolved from a simple fitness activity into a lifestyle symbol, especially among urban communities. Social media—particularly Instagram—has become a central space where this lifestyle is displayed, shared, and normalized.

Fitness influencers play a powerful role in this process. Their content reaches large audiences and often shapes how followers define what it means to be “a runner.” In this environment, running posts are not neutral. They communicate values about discipline, success, body image, health, and social belonging.

The authors argue that understanding gender representation in influencer content is important because these messages affect motivation, self-perception, and participation in sport—especially among young audiences who rely heavily on social media for lifestyle cues.

How the research was conducted

The study used qualitative content analysis to examine Instagram posts published in December 2025. The researchers selected four well-known Indonesian running influencers—two men and two women—based on their consistent running-related content and high audience engagement.

Each influencer’s posts were analyzed for:

Narrative themes
Message tone
Visual imagery
Emphasis on goals, performance, or experience

The analysis focused on how meaning is constructed through text, images, and video, rather than on technical performance metrics. To interpret these patterns, the authors applied Social Representation Theory, which explains how social meanings are formed and shared through communication.

Key findings: two distinct running narratives

The study identifies clear contrasts between male and female influencer representations.

Male influencers: performance and control

Male influencers commonly portray running as:

A competitive and achievement-oriented activity
A test of discipline, endurance, and consistency
A marker of status, legitimacy, or expertise

Their content often highlights distances, rankings, physiological data, or participation in prestigious events. One influencer frames running through medals, race results, and team achievements, reinforcing ideas of success and hierarchy. Another uses scientific explanations—heart rate, intensity, and health risks—to position running as a rational, knowledge-based practice.

Together, these approaches construct a version of masculinity centered on performance, control, and authority. Running becomes proof of self-mastery and credibility in the digital public sphere.

Female influencers: well-being and connection

Female influencers present a different narrative. Their running content emphasizes:

Emotional experience and self-care
Mental health and personal growth
Community, solidarity, and inclusivity

Instead of focusing on speed or distance, they highlight the process of running and how it feels. Posts often show group runs, shared recovery moments, and reflections on motivation. One influencer frames running as a space for women’s empowerment and mutual support. Another challenges the idea that being a runner requires racing or competing at all.

These representations construct femininity around empathy, balance, and social connection. Running is portrayed as meaningful participation in life, not as a measurable contest.

How gender meanings are constructed online

Using Social Representation Theory, the authors explain that these differences emerge through two processes.

First is anchoring. Running is linked to familiar gender values. For men, it is associated with competition, rationality, and discipline. For women, it is connected to care, emotional resilience, and togetherness.

Second is objectification. These abstract values are made visible through concrete symbols. For men, this includes data, awards, rankings, and technical explanations. For women, it appears through community visuals, personal stories, and supportive language.

Through repeated exposure, audiences come to see these representations as normal or expected, reinforcing broader gender norms in digital sport culture.

Real-world implications

The findings have important implications for society, education, and the fitness industry.

For audiences, influencer content shapes how people define success in running. Performance-focused narratives may motivate some, but they can also exclude those who run for health or enjoyment. Inclusive narratives may encourage broader participation and reduce pressure to compete.

For influencers and brands, the study highlights the responsibility that comes with visibility. Content choices influence how gender, bodies, and health are understood online.

For educators and policymakers, the research provides evidence that digital sport culture reproduces gender norms. Media literacy programs can help audiences critically evaluate influencer messages and recognize that there is no single “correct” way to be a runner.

As Asihta Aulia Azzahra and colleagues note, influencers are not just content creators. They are key actors in shaping how sport is imagined and practiced in everyday life.

Author profiles

Asihta Aulia Azzahra, S.I.Kom.

Communication researcher at Universitas Dr. Soetomo, with expertise in gender representation, social media, and digital culture.

Nur’annafi Farni Syam Maella, S.I.Kom., M.I.Kom.

Lecturer and researcher at Universitas Dr. Soetomo, specializing in digital communication, media studies, and social representation.

Harliantara, S.Sos., M.I.Kom.

Academic at Universitas Dr. Soetomo focusing on communication studies, media analysis, and cultural representation.

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