Abstract

In the context of Web 3.0, Instagram constitutes a complex space regarding the circulation of information and advertising related to food. As a characteristic of this media and within the framework of fitness culture, there is a wide range of services-products associated with dietary regimens and training systems, with the promise to obtain specific corporalities. Faced with a saturation of content and the need/demand to display a thriving body, digital marketing strategies are developed and used interchangeably by brands, common individuals and Influencers. In this scene, is verifiable the reference and updating of the myth, which is not only thematized, but used upon its anthropological power, appealing mainly to the archetype of transformation and validation in virtual communities of values such as will, discipline and control. Through an analysis of the specific case of @nutrientreno_1, this text reviews various ways in which the myth operates on Instagram.

Keywords:  myths; alimentation; fitness culture; Instagram; digital marketing