International Journal of Yoga
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SHORT COMMUNICATION Table of Contents   
Year : 2019  |  Volume : 12  |  Issue : 2  |  Page : 153-157
#Yoga on instagram: Understanding the nature of yoga in the online conversation and community

Department of Kinesiology, University of Windsor, Windsor, Canada

Correspondence Address:
Jillian Lacasse
Department of Kinesiology, University of Windsor, Windsor
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Source of Support: None, Conflict of Interest: None

DOI: 10.4103/ijoy.IJOY_50_18

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Background and Aim: The purpose of the present study was to investigate #yoga on Instagram to better understand the nature of who is posting about yoga, in addition to whether the traditional teachings are present. Methods: A multimethod approach was utilized for this study. Using the Netlytic program, a text and content analysis (n = 35,000) was conducted to examine authors' captions/comments associated with #yoga collected over 9 days. An image and caption coding scheme was developed and used to analyze 100 unique authors and images from the larger dataset. Results: The text analysis revealed #fitness was the most cited word (n = 5491), suggesting an emphasis on the physical aspect of yoga. The content analysis suggested that the majority of words were categorized as good feelings (n = 32,747; 51%) and appearance (n = 30,351; 42%), while only a small amount was categorized as traditional teachings (n = 1703; 3%). Images revealed mostly women (n = 89; 89%), who were underweight (n = 68; 68%), in minimal clothing (70%), demonstrating a basic pose (n = 51; 51%), in an indoor environment (n = 57; 57%). Conclusion: According to the text, content, and image analyses, #yoga on Instagram seems to emphasize the physical nature of yoga as consistent with the commercialization of yoga and not traditional teachings of the practice.

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