Aktywność fizyczna – przyjemność czy obowiązek? Analiza społeczno-kulturowych uwarunkowań komercyjnego sukcesu Zumba Fitness
Physical Activity—A Duty or a Pleasure? Analysis of the Socio-Cultural Context of Zumba Fitness’ Commercial Success

Summary/Abstract: The article presents the results of a qualitative case study on Zumba Fitness. The aim of this study was to reconstruct the socio-cultural context of Zumba’s commercial success. In this article, I make an attempt to answer the following questions: what cultural trends (or rather contradictions) Zumba conforms to, who it is directed to, and what needs it answers. The case study of Zumba is a contribution to discussion on the tensions caused by pervasive promotion of physical activity, as well as on strategies for coping with them. In the article, Zumba is also considered as manifestation of the commodification of sport and body shaping practices.

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