The Set of Ideas of Health Coaching Discourse by Influencers on Social Media during the Covid-19 Epidemic

Abstract

This study is the qualitative research. The purpose of this study was studying the ideology or the set of ideas of health coaching discourse by influencers on social media during the Covid-19 epidemic. The scope of the study was analyzing on the five most famous fanpage about health coaching by influencers during the Covid-19 epidemic. The study method was analysis the data by linguistic strategies, and the approach of the three dimensional framework by Fairclough by analyzing the first framework is text for finding the ideology or the set of ideas of femininity which representing by the discourse.
The results found: all the influencers represented the ideology of desirable women via three main sets of ideas were; 1) women must be healthy and strong, 2) women must be beautiful, and 3) women must have intention and be perseverant. The set of ideas women must be healthy and strong linking that strong is physical strength which is related to the concept of women must be beautiful that women not only have a beautiful body according to the values ​​of Thai society from the past but also should have a physical strength which is a new value in today's society. Beauty is therefore a desirable trait that has become a tool for influencers to use claims to inspire women to take an interest in exercising and health caring for their (influencer’s) own benefit.