The Origins And Rise Of Online Fitness Influencers

Summary

With the rise of the internet and smartphones, our sources of information have seen a massive shift. We no longer exclusively turn to books, professionals, or institutions for advice; we also turn to the internet. Among the myriad topics we seek information on, fitness stands out. And guiding us through our digital fitness journeys are online fitness influencers. This is especially the case for male gym goers who are a core audience for many of the internet’s most famous fitness personalities.

This PhD examines how influencers have become such central figures in fitness spaces. This began with modest internet forums and chat rooms in the 1990s and early 2000s and as technology evolved, so did digital influencers. The rise of social media platforms like Instagram and YouTube catapulted these fitness enthusiasts to influencer status. This proposal examines both historical influencers such as ‘Zyzz’ and more mainstream figures.

As social media allowed voices and messages to become amplified, it has become clear that a schism exists within online fitness spaces between those who promote behaviours supported by scienitific evidence and those whose expertise lies in their own experience.  This is where the heart of the PhD lies: in the interplay between hard, evidence-based fitness science and the anecdotal advice of influencers or ‘bro-scientists.’

This research seeks to answer a few critical questions: How did the leap from simple forums to global social media platforms shape the fitness influencer landscape? How do influencers balance fact-based advice with personal anecdotes? And, most importantly, how have Influecers shaped our understanding of health, diet, gender norms, and lifestyle?

Prospective candidates can apply from a range of backgrounds although it is envisioned that those with training in history, sociology, gender studies, antropology, sport management, exercise science or. media studies may be best suited

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• Experience using research methods or other approaches relevant to the subject domain
• Sound understanding of subject area as evidenced by a comprehensive research proposal
• A comprehensive and articulate personal statement

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• First Class Honours (1st) Degree
• Masters at 65%
• Work experience relevant to the proposed project
• Publications - peer-reviewed

Equal Opportunities

The University is an equal opportunities employer and welcomes applicants from all sections of the community, particularly from those with disabilities.

Appointment will be made on merit.

Funding and eligibility

This project is funded by:

• Department for the Economy (DfE)
• Vice Chancellor's Research Scholarship (VCRS)

Our fully funded PhD scholarships will cover tuition fees and provide a maintenance allowance of £19,237 (tbc) per annum for three years* (subject to satisfactory academic performance).  A Research Training Support Grant (RTSG) of £900 per annum is also available.

These scholarships, funded via the Department for the Economy (DfE) and the Vice Chancellor’s Research Scholarships (VCRS), are open to applicants worldwide, regardless of residency or domicile.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

*Part time PhD scholarships may be available, based on 0.5 of the full time rate, and will require a six year registration period (individual project advertisements will note where part time options apply).

Due consideration should be given to financing your studies.