Özet:

Abstract The present study, of qualitative nature, aimed to identify what are the contents conveyed by gyms in Pelotas (RS) on Instagram. This is an exploratory approach to online social networks, which used the method of content analysis. Images and captions of the posts of gyms included in the study were analyzed, between September and October 2019. Atlas TI 8.0 software was used for data processing and analysis. In all, 235 posts were analyzed, which brought out 13 guiding codes. These codes were grouped into two categories: consumer relations and marketing (1,200 appearances); and body and health information (104 appearances). The discrepancy between the categories shows that gyms bet on the dissemination of consumption-oriented content, at this juncture, this study concludes that the market logic is predominant in relation to health information on Instagram posts.

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