Document Type : Research Paper
Assistant Professor of Sociology, Ferdowsi University of Mashhad
BSc student in social science research, Ferdowsi University of Mashhad
Although women have found an increasing role in modern society due to increased their agency and reduced constraints on their growth and prosperity, they still face serious challenges regarding the type of market look to the body , As a booming arena to define and advance new consumption flows. The study seeks to get a clear picture of how they face three pervasive concerns in the modern world, including beauty, wellness, and sports, through systematic analysis of women's experiences from everyday life in sports clubs. For this purpose, based on a qualitative approach, semi-structured interviews were conducted with 14 women attending and active in fitness clubs. The analysis of the text of the interviews with the help of the thematic analysis technique led researchers to a set of major categories that included "the importance of social acceptance of the body", "multiple performance of the sports club", "diversity in resources and motivating factors", "Mixed understanding of exercise and health", "Mixed understanding of exercise and beauty", and "Focusing the idea of improving exercise outcomes". Each of these themes also included certain concepts. At the highest level of conceptual abstraction, the macro category was defined as "Body Building Club as a Health-Realized Realization Area".
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