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1. "I feel proud when I close all rings on my Apple watch" - A qualitative study on gender differences, digital landscape, and late Millennials personal health within the fitness culture
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : During the past years, fitness has seen a shift in trends, moving from collectivistic to individualistic reasons to exercise. Some researchers even go as far as describing the concept of "healthism" as an ideology of modern society, emphasizing the subordinate value of a fit and slender body as a metaphor for a successful life. READ MORE
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