CrossFit (Cult)ure: a Rhetorical Analysis of Symbolic Convergence Through Digital Media

Abstract

Community is created, developed, and produced by CrossFit as an organization through their website mission statement and visual media, and the community of CrossFitters are able to respond in kind on CrossFit social media. CrossFit culture has become a tour-de-force in the health and fitness industry over recent years, where individuals come together from all walks of life to connect to others through a health and fitness-centric focused community. The high- quality promotional media produced by CrossFit HQ offers a glimpse into what the organization promotes and values, and the official webpage is the main starting point for potential new members to engage with CrossFit as an organization. Likewise, the CrossFit Facebook page offers research into how individuals in the CrossFit community engage with promoted material, as well as how they may shape their identity or understanding as a result. Fantasy theme analysis (FTA) is useful for analyzing the way CrossFitters define their identity through their membership in CrossFit culture. FTA can help explain how both the CrossFit website and Facebook posts present the "CrossFit way of life" as an ideal fitness community and its implications for members. Using symbolic convergence theory (SCT) as a lens, research will utilize fantasy theme rhetorical criticism as the methodology with which these CrossFit artifacts (both Facebook posts and corresponding comments) are analyzed in order to develop a better understanding of the fantasy themes found within the CrossFit community as well as how members develop a sense of shared reality and identity through their membership in the organization.