Abstract
The onset of the coronavirus pandemic in 2020 left health clubs shuttered for months and subject to significant restrictions for much of the year, pushing many fitness companies into politics. This study identifies the issue framing strategies used by Minnesota-based health club chain Life Time, Inc. in communications to members and the general public as they became increasingly involved in politics. Unlike many groups previously studied in the context of political science and framing theory, fitness companies are not widely known as established political players. Accordingly, this research offers insight into the emergent role of gyms in policy, disease prevention and public health, and its implications for interest group and sport studies. The data for analysis comes from official communications, press releases, videos, emails, blog posts and press coverage of Life Time, Inc between the dates of March 1, 2020 and January 31, 2021. Using content analysis, descriptive statistics and Pearson correlation analysis, I delineate and interpret the relationships between problem identification and other issue framing strategies. The results model the creation and evolution of distinct issue frames as Life Time entered the political arena. When Life Time identified the virus as an issue, they were more likely to choose apolitical, information-based issue frames, in keeping with their established role as a fitness company. The problematization of policy brought forth economic, political, epidemiological and moral issue frames. These conclusions demonstrate that newly political interest groups must create, then adapt issue frames to suit their evolving agenda.
Presenters
Emma NelsonStudent, Masters of Science, University of Minnesota, Minnesota, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Fitness, Health Clubs, Pandemic, Policy, Framing
