Health and Fitness Articles on Facebook-A Content Analysis Jaggi Ruchi1, Ghosh Munmun2, Prakash Gagan3, Patankar Sushobhan4 1Director, Symbiosis Institute of Media & Communication, Symbiosis International University, Pune, India 2Deputy Director, Symbiosis Institute of Media & Communication, Symbiosis International University, Pune, India 3Assistant Professor, Symbiosis Institute of Media & Communication, Symbiosis International University, Pune, India 4Symbiosis Institute of Media & Communication, Symbiosis International University, Pune, India Online published on 29 December, 2017. Abstract As per the statistics provided by Statista, Facebook holds 18% market share in the space of online and social media and has over 1, 590 million active users worldwide (Chaffey, 2016). This statistic is interesting to analyze in the Indian context where the total internet penetration is about 28% which means 375 million active internet users, according to the 2016 report by We Are Social. The same report states that 48% of the Indian population uses the internet every day and Facebook is the most active social media platform with 13% of the total users. In this group, users in the age group of 20–29 years comprise 51% of the total users, with a further bifurcation of 38% male users and 13% female users. The aforementioned statistics build a very crucial context for investigating social media behaviors of Indian youth in general. This is also significant to explore the most important topics or subjects that this group engages with on a social media platform like Facebook. This research paper will review popular Indian articles on health and fitness pages on Facebook and analyze the content that is posted about health and fitness. The aim of the research study is to find if the discourse on health and fitness is actually serious and informative or is just restricted to notions of attractive body and cosmetic benefits. The research paper will use a mixed methodology framework to conduct a content analysis of the discourse of these Facebook pages. This study is crucial since Facebook attracts a large number of young users, who may be develop very limited notions of health and fitness. Top Keywords Social media, health and fitness messages, young users, content analysis. Top |