[en] The use of social networks has been consolidated in the field of physical activity and sport. Sportsorganizations use these platforms as part of their marketing tools and to stay connected withtheir audience. At the same time, it is increasingly common to use social networks to consultfitness-related content, which is shared in communities and created by physical activityinfluencers. However, despite the potential of these tools, which lack space and time limits, theircontent seems to reproduce the persistent gender issues in sport and sports communication.The arrival of the COVID-19 pandemic motivated institutions and content creators to promoteinitiatives through social networks to keep moving during confinement, such as the creation ofthe #Yoentrenoencasa label. The emergence of this community was an opportunity to expandthe scientific field focused on the study of the online physical-sports context. Based on thisopportunity, this doctoral thesis was formulated with the aim of identifying and analyzing thecharacteristics of publications shared under the hashtag #Yoentrenoencasa on Instagram duringthe COVID-19 confinement. It delves into the representations of the image of women and menin this community from the gender perspective. To this end, a mixed-methods study wasconducted following an explanatory sequential design. The first phase consisted of aquantitative content analysis of 600 publications, the results of which guided the subsequentqualitative phase, which was developed through a thematic analysis.The results showed that content related to physical activity with the intention of inspiring theaudience predominated, which were the most popular publications, along with those dedicatedto programming exercise. It was concluded that the hashtag was used for the purpose withwhich it was created, to promote the practice of physical activity at home during quarantine. Inaddition to this, it should be noted that commercial content also had an important weight. Theprofiles of training centres were the ones that had a greater presence in this community, so itwas evident that fitness centres adapted their activity to the digital world and used Instagramas a marketing tool.However, in this community, white, young, and heteronormative women were mainlyrepresented, so it is concluded that a body canon was reproduced that does not correspond tothe current social reality. Likewise, significant associations were found depending on the sexrepresented, showing that the content tended to perpetuate gender stereotypes and sexistroles, concluding that Instagram reproduces the problems detected by previous research around traditional media and advertising. The most popular profiles in the community werepersonal ones, especially those of women, which had a higher count than those of men. Despitethe opportunity for change that social networks can offer by modifying the roles of contentproduction, women have also chosen to represent themselves through traditional femininity,guided, in certain cases, by self-objectification and focusing on appearance.Although this community has not been transformative with respect to traditional genderdynamics in sport, it has been possible to observe diverse content in which the canons ofheteronormative femininity are broken and conscious messages on gender issues are promoted.However, there is a lack of representation of diverse masculinities. These findings suggest theexistence of small spaces that challenge established norms, but at the same time highlight theimportance of continuing to work on these issues and promoting broader and more equitablerepresentation in the field of sport.

[gl] O uso das redes sociais consolidouse no ámbito da actividade física e o deporte. As organizacións deportivas utilizan estas plataformas como parte das súas ferramentas de marketing e paramanterse conectadas coa súa audiencia. Á súa vez, é cada vez máis habitual utilizar as redes sociais para consultar contido relacionado co fitness, o cal se comparte en comunidades e écreado por influencers da actividade física. Con todo, a pesar do potencial destas ferramentas,que carecen de límites de espazo e de tempo, o seu contido parece reproducir as problemáticas de xénero persistentes no deporte e a comunicación deportiva. A chegada da pandemia de COVID-19 motivou que institucións e persoas creadoras de contido promovesen iniciativas a través das redes sociais para seguir en movemento durante o confinamento, como a creación da etiqueta #Yoentrenoencasa. A aparición desta comunidade supuxo unha oportunidade para ampliar o campo científico enfocado no estudo do contexto físico-deportivo en liña. A partir de dita oportunidade, a presente tese doutoral formulouse baixo o obxectivo de identificar e analizar as características das publicacións compartidas baixo a etiqueta #Yoentrenoencasa en Instagram durante o confinamento por COVID-19,profundando nas representacións da imaxe de mulleres e homes nesta comunidade desde ap erspectiva de xénero. Para iso, realizouse un estudo de métodos mixtos seguindo un deseño secuencial explicativo. A primeira fase consistiu nunha análise de contido cuantitativo de 600publicacións, cuxos resultados guiaron a posterior fase cualitativa, que se desenvolveu a través dunha análise temática. Os resultados mostraron que predominou o contido relacionado coa actividade física con intención de inspirar á audiencia, que foron as publicacións máis populares xunto coas dedicadas a programar exercicio, polo que se concluíu que a etiqueta foi utilizada co propósito co que foi creada, promover a práctica de actividade física en casa durante a corentena. Ademais disto, cabe destacar que tamén tivo un peso importante o contido comercial, os perfís de centros de adestramento foron os que tiveron unha maior presenza nesta comunidade, polo que quedou en evidencia que os centros fitness adaptaron a súa actividade ao mundo dixital e utilizaron Instagram como ferramenta de marketing. Con todo, nesta comunidade apareceron representadas principalmente mulleres brancas, novas e heteronormativas, polo que se conclúe que se reproduciu un canon corporal que non se corresponde á realidade social actual. Así mesmo, atopáronse asociacións significativas en función do sexo representado, deixando en evidencia que o contido tendeu a perpetuar estereotipos de xénero e roles sexistas, concluíndo que Instagram reproduce as problemáticas detectadas pola investigación previa ao redor dos medios tradicionais e a publicidade. Os perfís máis populares da comunidade foron os persoais, especialmente os de mulleres, que tiveron un maior reconto que os de homes. A pesar da oportunidade de cambio que poden ofrecer as redes sociais ao modificar os roles da produción de contido, as mulleres tamén elixiron representarse a través da feminidade tradicional, guiadas, en certos casos, pola auto-obxectivación e poñendo o foco na aparencia. Aínda que esta comunidade non foi transformadora con respecto ás dinámicas de xénero tradicionais no deporte, púidose observar diverso contendido no que rompen cos canons da feminidade heteronormativa e promóvese mensaxes conscientes sobre as cuestións de xénero. Con todo, evidénciase unha falta de representación de diversas masculinidades. Estes achados suxiren a existencia de pequenos espazos que desafían as normas establecidas, pero ao mesmo tempo deixan en evidencia a importancia de seguir traballando nestas problemáticas e promover unha representación máis ampla e equitativa no ámbito deportivo.