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Understanding "The Athletic Labour of Femininity" Through the Experiences of Turkish Female Personal Trainers

Year 2024, , 115 - 143, 29.04.2024
https://doi.org/10.54141/psbd.1324201

Abstract

The momentum of social media in the world of sports has created a wide range of opportunities for women in sports. One of the most obvious of these opportunities is undoubtedly related to economic visibility. The current research aims to examine how female trainers in the health and fitness sector, who actively participate in the creation and consumption of sports, represent themselves on Instagram through the concept of the athletic labour of femininity in the light of Turkey's gender regime and neoliberal feminism. In this study, which applied quantitative content analysis to a total of 1100 photographs of eleven individual coaches (11), eight in-depth individual interviews were conducted, and these qualitative data were analyzed by thematic analysis method. The quantitative and qualitative findings of the research show that women trainers in the health and fitness sector construct coaching that is in line with neoliberal femininity. On the other hand, power relations based on Turkey's neoconservative, religious patriarchal norms influence the market-based decisions trainers make about their sharing. As a result, Turkey-specific dynamics are at the forefront of trainers' athletic endeavours, which they focus on building a brand image. This study offers a perspective on how personal trainers serving in the healthy living and fitness industry use Instagram as a marketing tool, what economic opportunities they get, and what they negotiate while improving their visibility on Instagram, in the context of neoliberal femininity and Turkey's gender regime.

Project Number

TSA-2021-14150

References

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Year 2024, , 115 - 143, 29.04.2024
https://doi.org/10.54141/psbd.1324201

Abstract

Supporting Institution

Çukurova Üniversitesi BAP birimi

Project Number

TSA-2021-14150

Thanks

Araştırmanın tüm katılımcılarına teşekkür ederiz.

References

  • Abeza, G. (2023). Social Media and Sport Studies (2014–2023): A Critical Review. International Journal of Sport Communication, 16(3), 251-261. https://doi.org/10.1123/ijsc.2023-0182
  • Abeza, G., O’Reilly, N., & Seguin, B. (2019). Social media in relationship marketing: The perspective of professional sport managers in the MLB, NBA, NFL, and NHL. Communication & Sport, 7(1), 80–109. https://doi.org/10.1177/2167479517740343
  • Abeza, G., Sanderson, J. (2022). Theory and social media in sport studies. International Journal of Sport Communication, 15(6), 1-9.
  • Acar F., Altunok G. (2013). The ‘politics of intimate’at the intersection of neo-liberalism and neo-conservatism in contemporary Turkey. Women’s Studies International Forum, 41(1), 14–23. https://doi.org/10.1016/j.wsif.2012.10.001
  • Akgöz, G. (2016). From unhappy marriage to dangerous liaison: feminism, neoliberalism and social movements. Fe Dergi, 8(2), 85-100.
  • Arat, N. (1996). Women's studies in Turkey. Women's Studies Quarterly, 24(1/2), 400-411.
  • Atuk S. (2020). Femicide and the speaking state: Woman killing and woman (re) making in Turkey. Journal of Middle East Women's Studies, 16(3), 283–306. https://doi.org/10.1215/15525864-8637409
  • Ayhan, B., & Demir, Y. (2022). Systematic Sexism: Women’s Sports News in a Circle of Gatekeepers and Users on Twitter. Communication & Sport, 1-23. https://doi.org/10.1177/21674795221147644
  • Baki, A. & Gökçek, T. (2012). An overview of mixed method research. Electronic Journal of Social Sciences, 11(42), 1-21.
  • Banet-Weiser, S., Gill, R., Rottenberg, C. (2020). Postfeminizm, popüler feminizm ve neoliberal feminizm? Sarah Banet-Weiser, Rosalind Gill ve Catherine Rottenberg sohbette. Feminist Teori, 21(1), 3-24. https://doi.org/10.1177/1464700119842555
  • Benn, T., Pfister, G., & Jawad, H. (2010). Muslim women and sport. Routledge.
  • Bilgehan Öztürk, M. (2011). Sexual Orientation Discrimination: Exploring the Experiences of Lesbian,Gay and Bisexual Employees in Turkey. Human Relations, 64, 1099–118. https://doi.org/10.1177/0018726710396249
  • Braun, V., Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101. http://dx.doi.org/10.1191/1478088706qp063oa
  • Bruce, T. (2016). New rules for new times: Sportswomen and media representation in the third wave. Sex Roles, 74(7), 361-376. https://doi.org/10.1007/s11199-015-0497-6
  • Bozok, N., & Küçükdoğan, N. (2022). Fatness as a difference, gaze and outgrowth ıssue: A feminist discussion on the worlds of emotions and experiences attached to women’s fatness. Fe Dergi, 14(1), 64-77. https://doi.org/10.46655/federgi.1070026
  • Bulgu, N., Koca Arıtan, C., Aşçı, F.H. (2007). Daily life, women and physical activity. Hacettepe Journal of Sport Sciences, 18(4), 167-181.
  • Burch, L. M., & Zimmerman, M. H. (2019). Female athletes find a place for expression on Instagram. In Routledge Handbook of the Business of Women's Sport (pp. 468-479). Routledge.
  • Clavio, G., Eagleman, A.N. (2011) Gender and sexually suggestive images in sports blogs. Journal of Sport Management, 7, 295–304. http://dx.doi.org/10.1123/jsm.25.4.295
  • Cindoglu D., Unal D. (2017). Gender and sexuality in the authoritarian discursive strategies of ‘New Turkey. European Journal of Women's Studies, 24(1), 39-54. https://doi.org/10.1177/135050681667900
  • Güneş-Ayata A., Doğangün G. (2017). Gender politics of the AKP: Restoration of a religio-conservative gender climate. Journal of Balkan and Near Eastern Studies, 19(6), 610–627. https://doi.org/10.1080/19448953.2017.1328887
  • Demir, Y., Ayhan, B. (2022). Being a female sports journalist on twitter: online harassment, sexualization, and hegemony. International Journal of Sport Communication, 15(3), 207-217. http://dx.doi.org/10.1123/ijsc.2022-0044
  • Denzin, N. K. (2012). Nirengi 2.0. Journal of Mixed Methods Research, 6(2), 80–88. https://doi.org/10.1177/1558689812437186
  • Ekinci, M.A. & Koca, C. (2022). Self-branding of olympic women athletes on social media: an analysis of postfeminism context. 20th International Sport Sciences Congress, Antalya, Turkey.
  • Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166-181. https://doi.org/10.1016/j.smr.2014.11.001
  • Foucault, M. (1980). Power/knowledge: Selected interviews and other writings 1972–1977. Pantheon Books.
  • Geurin, A.N. (2017). Elite female athletes’ perceptions of new media use relating to their careers: A qualitative analysis. Journal of Sport Management, 31(4), 345-359. http://dx.doi.org/10.1123/jsm.2016-0157
  • Geurin-Eagleman, A.N., and Burch, L.M. (2016). Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram. Sport Management Review, 19(2), 133-145. https://doi.org/10.1016/j.smr.2015.03.002
  • Hacısoftaoğlu, İ. (2005). The effect of physical activities on the bodies and social identities of women. Hacettepe University Instıtute of Health Sciences, Ms. Thesis in Sport Sciences and Technology, Ankara.
  • Hacısoftaoğlu, İ., Pfister, G. (2012). Transitions: life stories and physical activities of Turkish migrants in Denmark. Sport in Society, 15(3), 385-398. https://doi.org/10.1080/17430437.2012.653207
  • Harkness, G. (2017). Out of bounds: Cultural barriers to female sports participation in Qatar. In Sport in the Middle East (pp. 64-84). Routledge.
  • Hanson, W.E., Creswell, J.W., Plano Clark, V.L, Petska, K.S. and Creswell, J.D. (2005). Mixed methods research designs in counseling psychology. Journal of Counseling Psychology, 52(2), 224–35. http://dx.doi.org/10.1037/0022-0167.52.2.224
  • Hayes, M., Filo, K., Riot, C., & Geurin, A. (2019). Athlete perceptions of social media benefits and challenges during major sport events. International Journal of Sport Communication, 12(4), 449–481. https://doi.org/10.1123/ijsc.2019-0026
  • Kandiyoti, D. (2013). Cariyeler, bacılar, yurttaşlar. Metis Yayınları. İstanbul.
  • Kandiyoti, D. (2014). Gender of the modern: Missing dimensions in Turkish modernization studies. S. Bozdoğan & R. Kasaba (Ed.), Modernization and national identity in Turkey içinde (ss.99-117). Tarih Vakfı Yurt Yayınları.
  • Kandiyoti D. (2016). Locating the politics of gender: Patriarchy, neo-liberal governance and violence in Turkey. Research and Policy on Turkey, 1(2), 103–118. https://doi.org/10.1080/23760818.2016.1201242
  • Kara, F. M. (2016). Cinsiyetlendirilmiş Rekreasyonel Mekânlarda Kadınların Deneyimleri. Sporun Toplumsal Cinsiyet Halleri, 200-216.
  • Kasfad (2021). Gender equality in sports monitoring report in Turkey. Hacettepe University, Ankara.
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There are 81 citations in total.

Details

Primary Language English
Subjects Sociology of Sports
Journal Section Social & Behavioral Sciences
Authors

Yeliz Eratlı Şirin 0000-0002-6143-1133

İrem Kavasoğlu 0000-0003-3969-1163

Tayfun Şirin 0000-0001-6305-0097

Berna Can 0000-0003-1379-7920

Project Number TSA-2021-14150
Early Pub Date March 14, 2024
Publication Date April 29, 2024
Published in Issue Year 2024

Cite

APA Eratlı Şirin, Y., Kavasoğlu, İ., Şirin, T., Can, B. (2024). Understanding "The Athletic Labour of Femininity" Through the Experiences of Turkish Female Personal Trainers. Pamukkale Journal of Sport Sciences, 15(1), 115-143. https://doi.org/10.54141/psbd.1324201