Evaluating the bodily capital presentations of personal trainers on instagram on the basis of Bourdieu and Goffman's approaches

Various social and technological developments which took shape in the 1960s and after have changed daily life significantly. These transitions have made the concept of identity one of the most changing concepts. In this day and age -which has different definitions such as "postmodern", "post-industrial" and "fluid"-, identity has become a phenomenon acquired through individual tendencies in addition to the conditions of the individual, while in previous periods it was shaped according to the social conditions which people were born in, their families, the class they belong to, and the geography they live in. Today, instead of family, class or geography, identities are based on more micro-level personal achievements and interests like being environmentalist, being vegan or being healthy. Therefore, individual tendencies and actions, in other words, the way individuals present themselves, have an important place in terms of understanding identities. As to the process of building the identities of individuals, media has a critical place. Traditional media provides individuals with various categories of identity that they can indigenise, new media additively offers the opportunity to present their identity. Based on this, it can be said that the profiles on many social media platforms are the reflections of the personal identity of the owners Fitness movement, which can be noted as a subheading of a healthy lifestyle, can be considered as one of the most popular identity categories of today. Therewithal, similar to the daily life, fitness can also be considered as a popular movement on social media platforms. Since the body form is closely related to appearance, it can be said that there is a special relationship between fitness and Instagram, whose data is based on visual sharing. However, about body, there is a similar relationship between identity and personal experience and preferences. Therefore, the physical capital that everyone has and the way they use it are different. In this context, 49 posts of eight personal trainers who provide online services on Instagram were examined by semiotics and discourse analysis using document examination and evaluated within the framework of Bourdieu and Goffman's approaches. The findings of this study indicate that personal trainers shape their self-presentations according to the level of the capital that they have and that there is a strong relationship between bodily capital and cultural capital. Key Wods: Bodily Capital, Bourdieu, Personal Trainer, Goffman, Instagram