Sociological study of the causes, contexts and consequences of young people's tendency to bodybuilding (Case study: Shiraz youth)

The human body in general, and physical attractiveness in particular is one of the topics that has become very important in today's world affected by new communication media, the growth of consumer culture, and it is one of the causes the formation of modern and postmodern discourses. The present research has been done with qualitative research method and grounded theory strategy. Data were obtained using purposive sampling and theoretical saturation criteria through in-depth interviews with 15 men aged 15 to 35 years who referred to fitness clubs in different parts of Shiraz who had at least 6 months of club membership, and have been analyzed based on three-step Corbin and Strauss coding. Some of the key categories are: public acceptance in the body of dramatic body management, gaining social influence among friends and neighbors consumption as a show in the context of family and community, learning discipline in life, stability in social relationships, negative perception of others about the athletic body of bodybuilders, desire for a healthy lifestyle, The negative consequences of bodybuilding, and self-differentiation and greater acceptance in the eyes of others. The core category is the management and display of the body as a strategy for social distinction