Communitainment on Instagram: Fitness Content and Community-Driven Communication as Social Media Entertainment

This article discusses fitness content on Instagram as a form of social media entertainment (SME). A conceptual article that presents a literature review of studies on fitness postings on social media, it examines the research on communitainment values in online fitness content. While online entertainment on social media differs from traditional mass media such as television and movies, new concepts of social media-related entertainment have been described in the field of communication and media studies. Based on a literature review of online entertainment research on media effects and content-oriented approaches of so-called "social media entertainment" (SME), this article intends to discuss fitness postings and their corresponding community-driven communication as "communitainment." Aspects of fitness content will be further explained in terms of (a) self-representation and self-disclosure, (b) community building, and (c) media use and well-being, thereby highlighting the new dynamics of fitness communitainment on social networking sites (SNSs).