Date of Award

Fall 2020

Degree Name

Bachelor of Arts

Department

Media & Communication; College of Arts & Sciences

First Advisor

Lisa Holderman

Abstract

The media industry has undergone many cosmetic changes in the past decade. In that time, the transition from print to a predominantly digital age revealed different and diverse target markets. In the quest to reach specific needs, some markets are ignored by brands. Many businesses have taken advantage of the wellness industry boom in recent years. Boosted by the influence of social media, a healthy lifestyle is reimagined as one filled with luxury. Proper wellness is as simple as choosing water over soda, but today's wellness branding portrays the opposite. It now consists of intercontinental retreats and unpronounceable foods, and many influential companies neglect to acknowledge their exclusionary branding tactics. By failing to recognize those with limited access to healthcare, gyms, and healthy foods, the gatekeeping theory is introduced and further fueled by the media industry's portrayal of wellness as a universal luxury.

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Divisions in Healthy Living Gatekeeping Theory in Wellness Branding

The media industry has undergone many cosmetic changes in the past decade. In that time, the transition from print to a predominantly digital age revealed different and diverse target markets. In the quest to reach specific needs, some markets are ignored by brands. Many businesses have taken advantage of the wellness industry boom in recent years. Boosted by the influence of social media, a healthy lifestyle is reimagined as one filled with luxury. Proper wellness is as simple as choosing water over soda, but today's wellness branding portrays the opposite. It now consists of intercontinental retreats and unpronounceable foods, and many influential companies neglect to acknowledge their exclusionary branding tactics. By failing to recognize those with limited access to healthcare, gyms, and healthy foods, the gatekeeping theory is introduced and further fueled by the media industry's portrayal of wellness as a universal luxury.