Body conceptions and virtual ethnopharmacology in an online bodybuilding community

This study aimed to establish the common body conceptions of a serious online bodybuilding community and determine the role of the online forum in ‘virtual ethnopharmacology’: the word of ‘mouse’ sharing of drug protocols. Data were obtained from an online discussion forum dedicated to muscular development, and evaluated using a narrative-based analytical method. Forum postings were collected over a period of 36 months, transposed to software, and thematically coded. The results expose extreme, and sometimes contradictory, body-image constructs held by a devoted muscle-building community obsessed with muscular hypertrophy. Preoccupations with associated accoutrements were also identified, including nutrition and supplements, training regimes and anabolic androgenic substances. This study provides insight into the extreme body conceptions of bodybuilders normally restricted to gym insiders. It also reveals the significance of online platforms in the distribution of pharmacological knowledge and practice.

► An extreme conception of masculinity dominated the online bodybuilding forum.
► Social power increased commensurate with muscular size and strength.
► A fanatical obsession was found with nutrition, supplements, training and drugs, with knowledge freely discussed and transmitted in the forum.
► Body conceptions were liked to physical size and intimidation.
► Negative health implications were considered worth the price for muscular size.