The Pirce of Body Ideals : Social Media and the Temptation of Doping

This thesis aims to examine how doping-related-related (PEDs) issues are discussed in digital forums and analyze how individuals position themselves and others in relation to PEDs, with a focus on self-image, body ideals, relationships, and health. The thesis also explores the social and cultural norms that are reinforced in these discussions. Furthermore, it analyzes the language used in forum discussions to understand how it contributes to the creation of norms surrounding body and health, and the role that knowledge and relationships play in normalizing or criticizing the use of PEDs. Positioning theory serves as the theoretical framework, providing a deeper understanding of how individuals’ language use reflects and reinforces social norms. This thesis employs a qualitative method, focusing on analyzing authentic discussions from digital forums such as Reddit and Flashback.Through discourse analysis, key themes are identified: body ideals and self-image, knowledge about health and normalization, and relationships and support, with particular emphasis on how language is used to construct and reinforce norms. The results indicate the body ideals significantly impact young people’s self-image, creating pressure to achieve unattainable physical standards, which can lead some to use PEDs. Forum discussions serve both as spaces for support and as arenas where the normalization of PEDs take place. Experiences and advice are often shared about the “safe” use of PEDs, legitimizing these behaviors. At the same time, the findings reveal that the relationships formed in these forums can reinforce norms while also offering a platform for reflection on the negative consequences of PEDs. The conclusion is that there is a connection between body ideals, social norms, and young people's decisions to use PEDs, where digital forums serve as important arenas for both normalization and critical reflection. Digital forums emerge as both a risk and an opportunity: they can reinforce norms that promote PEDs but also provide support and reflection that counteract these behaviors. This thesis highlights the importance of strengthening young people's critical awareness of social media and body ideals while offering alternative ways to promote health and self-acceptance. Schools and society thus play a crucial role in equipping young people with the tools to navigate these challenges in a healthy and sustainable way.