Mamá Fit Goes to El Salvador: Fitness in a Transnational Society

Abstract

Taking the Mamá Fit memes and other social media eruptions as a starting point and delving deeper into popular print media, this chapter traces the racialized and gendered practices that constitute fitness in El Salvador in a diasporic context. Importantly, the word fit is now often expressed in English, captured in the names of commercial gyms and diet advertisements; the use of this word signals an important cultural change in conventional understandings of the body in a Spanish-speaking society. By charting the emergence of this new health/beauty norm in a transnational domain, this chapter explores the relationship between shifting patterns of gendered body discipline and changes in El Salvador’s location within the global political economy. This chapter argues that fitness discourse has become a subtle, but powerful, conduit for coloniality during a renegotiation of the meaning of gender to fit a neoliberal reality. The argument ends by pointing in the direction of future research to explore how this discourse is experienced in embodied practice with potentially contradictory impacts in Salvadoran society.

Citation

Brigden, N.K. (2024), "Mamá Fit Goes to El Salvador: Fitness in a Transnational Society", Hernández-Medina, E. and Maíllo-Pozo, S. (Ed.) Embodiment and Representations of Beauty (Advances in Gender Research, Vol. 35), Emerald Publishing Limited, Leeds, pp. 13-31. https://doi.org/10.1108/S1529-212620240000035003