Özet:

With modernity, the physical appearance types have emerged in the forefront, and the individual identity has gained the same importance as the self and behavior patterns. The physical involvement in the interaction of daily life has become one of the important elements ofining a consistent individual identity feeling. The body is built in accordance with the hedonic paradigm within the consumption perception of our age, the idealized bodies are presented through the traditional and social media. Within today’s consumption understanding, the gyms and beauty/esthetic centers have become the final places to reach the ideal body. This study aims to show how the body and beauty of sports and beauty/esthetics salons are presented from their Instagram accounts and how they are transmitted to their own visual identities while doing so. As an example of the study, the sports and beauty/centres located in the Kocaeli province and after meeting their basic needs have been selected to the public, which will provide income to reach the "ideal" body and beauty. The Instagram accounts of sports and beauty/esthetics halls determined by the purpose sample technique have been observed between 1 January and 28 February 2019 and the content analysis method has been used. Based on Lavoie’s visual marking study, the share of the sample on Instagram accounts was analyzed according to the categories of visuality, brand name/logo, internal/external space use, rational/irrational message calls, product/service use, customer activities, special day celebrations, label and sales offer announcement.