CrossFit Culture: A Rhetorical Analysis of Symbolic Convergence Through Digital Media, Lecture notes of Communication

Download CrossFit Culture: A Rhetorical Analysis of Symbolic Convergence Through Digital Media and more Lecture notes Communication in PDF only on Docsity! CrossFit (Cult)ure: A Rhetorical Analysis of Symbolic Convergence Through Digital Media Mary Kaitlin DeChristopher Thesis submitted to the faculty of the Virginia Polytechnic Institute and State University in partial fulfillment of the requirements for the degree of Master of Arts In Communication Beth M. Waggenspack. Chair M. Cayce Myers Natalia Mielczarek May 6th, 2019 Blacksburg, Virginia Keywords: CrossFit, Symbolic Convergence, Fantasy Theme Analysis, Rhetorical Criticism, Digital Media CrossFit (Cult)ure: A Rhetorical Analysis of Symbolic Convergence Through Digital Media Mary Kaitlin DeChristopher 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. v Appendix C – Facebook ....................................................................99 1 Introduction Community is created, developed, and produced by the CrossFit organization through their website and the community of CrossFitters able to respond 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 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 the CrossFit organization. Likewise, the CrossFit Facebook page offers insight 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 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, this research will utilize fantasy theme rhetorical criticism as the methodology with which these CrossFit artifacts (both organizational website and corresponding Facebook posts) 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. Justification CrossFit is one of the fastest growing fitness institutions in the world, yet the development of fantasy themes for the culture and development of shared identity among members has not been analyzed. While CrossFit has been looked at from an exercise perspective and as a business model, there is a gap in the literature surrounding how CrossFit encourages 2 members to develop communities and create a shared reality. A communication analytical approach can offer insight into the analysis of CrossFit culture and identity development, and this study intends to fill part of that gap. Utilizing Symbolic Convergence Theory (SCT), I can better understand the fantasy themes found on the CrossFit website and Facebook page. Likewise, I can better understand what those themes suggest about CrossFit culture through FTA in order to contribute to the overall conversation about CrossFit and its connection to community and identity development. In the following section, the context and purpose of CrossFit will be explained in order to provide a background for understanding the rhetoric surrounding it. Background of CrossFit CrossFit is an athletic exercise program created by Greg Glassman in 2000. Focused on high-intensity movements with lots of variation, the workout program emphasizes functionality and community (Pickett, Goldsmith, Damon, and Walker, 2016). High intensity interval training is a form of fitness exercise in which movements are repeated in succession with little rest time, and CrossFit relies on high-intensity movements but switches the movements themselves day- by-day. Utilizing a workout structure called the Workout of the Day (WOD), CrossFit athletes all over the world are able to create a global community by doing the same set of movements in their daily workout. The workout itself is completed in a group setting, often in a “Box”, which refers to a CrossFit affiliate gym space. The class structure follows a model where the CrossFit instructor leads the group through the workout, from warm-up to the WOD. Part of CrossFit culture is an unspoken expectation that individuals will put forth their maximum effort in each WOD. In describing his creation, Glassman emphasized CrossFit as not only an exercise program, but also a sport; “the sport of fitness,” measuring fitness as a whole rather than through 5 One of the main tenets of CrossFit is the workout structure: the WOD is completed by every member at the same time within the Box, regardless of an individual’s fitness level. This forces CrossFit members to interact socially, providing instant accountability by giving members the ability to self-govern the space. Crockett and Butryn, (2018) found that a CrossFitter used the word “cult” to describe the gym itself, finding that CrossFit holds its members to a certain standard in their exercise movements, referred to as “Rx”, like a prescription from a doctor. Likewise, the researchers found a shift from comparing performances in one’s head to comparing them physically in person through the use of the “leaderboard,” a white board where the instructor would write members’ times for each WOD (Crockett and Butryn, 2018). Instead of having to rely on memory, CrossFitters now had the ability to compare abilities in time and will often gravitate toward the board once the workout is over, analyzing their scores and comparing to others. The pressure to complete workouts, complete them fully to the “Rx Standard ” and complete them faster than everyone else led to competitive and collaborative behaviors. The competitive nature of the workout can be either embarrassing or encouraging, depending on how the individual views it. CrossFit offers members the opportunity to improve not only their physical health and wellbeing, but also their personal identity; in this way, authors suggest that to be a CrossFitter brings with it a certain sense of responsibility that ranges into both physical and mental commitment to the culture (Dawson, 2015). While many other fitness organizations start and end at the gym, CrossFit culture seems to permeate the lives of its members, incorporating a sense of CrossFit identity into their everyday lives (Bailey, Benson, & Bruner, 2017). A Box’s culture speaks not only to what the organization cares about, but also what the members identify with. 6 The organization has taken fitness from simply exercise to a form of sport, creating with it a culture of collaboration, competition, and community. While competition can refer to simply trying to get better standing on the leaderboard, there are also more professional venues in which CrossFit enthusiasts can show off their skills. The Reebok CrossFit games is an annual event in which the 40 most elite athletes from across the world come together to compete in a competition to discover who among them is the “fittest on earth” (Reebok CrossFit Games, nd). Winners of the grueling games can take home hundreds of thousands of dollars in prize money if they make it to the top of the podium, and the exposure has led to the development of a few fan favorites among the regular competitors. While there is a huge spotlight on elite CrossFitters (who can be seen training throughout the year on CrossFit’s YouTube channel, promoting products on their Instagram pages, or featured CrossFit’s annual documentaries that depict the games), the average CrossFitter is not trying to achieve this level of athleticism. Rather, their form of competition is within their own Box, trying to beat their personal record as well as be the strongest among the group. CrossFitters can connect in a variety of ways: in person at the Box, at CrossFit sanctioned events, and through social media platforms. The official CrossFit Facebook page has 3,092,310 likes and 3,011,901 people following the page at the time of this study, and continues to grow (CrossFit, Dec 1, 2018). The ability to connect through computer mediated communication offers CrossFitters the opportunity to move their “real life” passion to online platforms and therefore connect to others in a new way. Due to the fact that CrossFit is so impactful in today’s fitness society and the sheer amount of interaction between the CrossFit community and the official Facebook, it is worth researching further to see how members chain out ideas in a rhetorical vision. With the context and background of CrossFit established, I will now move 7 forward to a review of literature on research concerning CrossFit, Symbolic Convergence Theory, and Fantasy Theme analysis. Literature Review CrossFit Current academic research and examinations of CrossFit have been focused more within the fields of sport and fitness, as seen by the journals that publish CrossFit studies, such as the International Review for the Sociology of Sport, the Sociology of Sport Journal, and the International Journal of Sport and Exercise Psychology (Dawson, 2017; Crockett and Butryn, 2018; Bailey, Benson, & Bruner, 2017). Pickett, Goldsmith, Damon, & Walker (2016) studied how attending a CrossFit Box was related to an individual’s perceived sense of community, comparing data from individuals involved in either CrossFit, a more traditional group fitness class, or members of gyms who worked out alone, a multiple regression analysis suggested that the more committed the members are to community building, the higher they valued their fitness organization. Since CrossFit prides itself in developing the individual perception of community, it makes sense that they have such a loyal fanbase. This insight into the way that individuals measure their commitment to a gym gives a good basis on which to analyze the development of community, particularly through a communication lens. The culture of CrossFit lies in part in its inception. As discussed, the primary goal of CrossFit as designed by Glassman was to offer individuals the ability to combat health problems with a fitness regime (Glassman, 2007). These core values have carried on into 2018, with participants reporting that the common beliefs among members help to connect them. In particular, the goal of personal betterment in health and fitness is what drives a lot of people to CrossFit, and the shared experience of working out together, doing the exact same workouts at 10 some to be skeptical of CrossFit, and opinions on the organization tend to vary greatly across the fitness world. Some researchers have gone as far as to compare the mentality of a CrossFitter to that of an attendee at church; the levels of trust, acceptance, cooperation, and blind faith (as well as factors like guilt as a motivation) that go into working out at a Box can mirror religious institutions (Dawson, 2015). Various books offer personal narratives to explain the way CrossFit has pushed back from traditional gym structure and encouraged results, offering commentary on the impact human connection personal narratives (Belger, 2012; Murphy, 2012). Language such as “If we are open to the idea of being in a community where people may look different, come from different backgrounds, and have different interests, as it tends to happen in a CrossFit community, then there’s the possibility that a CrossFit affiliate can offer a similar function that a church does” (Murphy, 2012, p. 91). Comparisons to cults can come from feeling like other CrossFitters are “family”, the “habit-forming” nature of the workouts, to the development of a shared language, such as “The Box” and “WOD.” Likewise, the structure of CrossFit suggests incorporating a day of rest into the exercise routine one day of the week, not unlike many religions’ form of sabbath. By relying on one another, there is an expectation of performance and consistency that keeps members coming back. There are specific aspects of CrossFit that mirror organizations that display cult-like behavior, including “devotion to the leader (coach), assumption of an exalted status, censure of dissent, gradual inability to relate to outsiders” and attitudes such as “do whatever it takes to achieve the goal” (Dawson, 2015). These behaviors encourage members to push themselves past comfort in various ways, and likewise there is an underlying expectation that they will invite others to the CrossFit way of life. Some have even compared CrossFit to a 11 cult based on a set of expectations, such as the common meeting place (the Box), the promotion of a specific diet or way of eating, the phenomena of CrossFitters adapting to a certain way of dressing (a sort of unofficial CrossFit uniform), and the creation and acceptance of specific jargon (Herz, 2014). The CrossFit way of life extends beyond the Box itself. In one study, a workout led out into the street, and a CrossFit coach went as far as to spray paint the ground in order to set boundaries for members (Crockett and Butryn, 2018). Likewise, authors emphasize that lifestyle changes are sometimes expected of members, even if just through social norms and expectations. These studies found that CrossFit media and affiliates support the idea that the WOD, the Box, and the overall structure of the workouts help people to become the best versions of themselves, and therefore some individuals will take on significant changes in lifestyle. Dawson (2015) crafted critical theoretical essays to reframe the way that researchers looked at CrossFit when conducting studies. She suggests that rather than simply falling into the typical format of a “cult”, CrossFit is a reinventive institution. As defined by Scott (2010), a reinventive institution is “a material, discursive, or symbolic structure through which voluntary members actively seek to cultivate a new social identity, role, or status.” (p. 226). This shapes research to view CrossFit as a voluntary form of reinvention, in which members react positively to their own transformation. It happens not only in formal, institutional forms of rhetoric, but also through performative means. The study relied on personal testimony and lived experience to develop a better understanding of CrossFit as a connecting force. She found that community building is developed in part through the participation of supportive messages during workouts. In addition to cheering one another along as individuals complete the WOD, the personal interaction with others is integral to the success of a Box. Dawson (2015) refers to this as 12 “performative regulation,” in which individuals model their behavior and adapt it based on what they see from other members. Therefore, if somebody notices that it is the norm to loudly cheer others on during a workout, that individual will incorporate that into their own habits. Dawson (2015) analyzed specific CrossFit affiliates, finding that some Boxes have incorporated religious aspects into their Boxes. CrossFit FMS (which stands for “For My Savior”) uses a motto that reads “I CrossFit for my Savior, because my Savior was fit for the cross” (Dawson, 2015). This study suggests that incorporating aspects of faith into a workout may not seem as far-fetched when considering how CrossFit operates as a community and support system. This focus on social behaviors leads to questions about communication practices within the Box, as well as the media that CrossFit produces to recruit. Other researchers have relied on a more personalized experience of the fitness community; in an ethnography titled “Chasing Rx,” Crockett and Butryn (2018) joined a Box for five months in order to “experience the lifecycle of CrossFit membership,” specifically how social acceptance interacts with a subcultural space (p. 100). The authors analyzed social behaviors within the gym, including how members feel the need to earn acceptance from other members of the CrossFit Box. By analyzing how established members of the Box to new members with subtle intimidation tactics, the study helped explain the displays of dominance within the CrossFit community. They also examined how the development of a hierarchy within the group leads to individuals sizing one another up in order to evaluate technique and skill, leading to a power struggle as “one’s perceived social standing in the gym depended largely on the demonstration of athletic skill, regardless of other characteristics such as years of membership, attractiveness, or visible muscularity” (Crockett and Butryn, 2018, p. 101). 15 members of groups, identification, or perceiving the need or benefit of belonging to a group, and intergroup comparison, engaging in “in” vs. “out” group thinking. It therefore stands to reason that group identification and the subsequent social support from group members is an integral part of health communication and the development of identity within fitness groups. While social network refers to the ties between people, social support refers to the relational actions that one takes to further interpersonal relationships and communication practices. (Berkman, 2000). Feelings of being cared about and cared for lead to positive associations; for example, when a person feels properly supported in a workout, they she attributes her feelings to that support group. These positive feelings then affirm the group, and the cycle continues. Self-efficacy is also important when considering behaviors specific to decisions about health and wellness. Bandura described self-efficacy as a person’s beliefs and judgments about her own ability to enact a particular behavior (Bandura, 1977). His research suggested that by observing others enacting a particular behavior (such as attending a morning workout class regularly), an individual is more likely to believe that she has have the ability to complete this behavior as well. Likewise, if an individual identifies strongly with a group, she is more likely to conform to the group’s social norms and appropriate behaviors (Terry, Hogg & White, 1999). Individuals partake in social identity creation through social support networks using both in- person and mediated communication. The following section will provide some background on the social media platform Facebook. Facebook Individuals engaging in fitness groups may turn to the Internet as a way of connecting with others who share their interests and experiences. With 1.49 billion daily active users, Facebook is a form of social media that has a large scope and following (Facebook Newsroom, 16 2018). Offering users the ability to interact personally with friends, family, and organizations of interest, Facebook lets companies create their own sense of self online. Members engaging in computer mediated communication on Facebook have the ability to craft their content in a way that they can promote the best version of themselves, their ideal social identity, to others, disclosing only information they want to share (Qiu, Lin, Leung, & Tov, 2012). Social media also provides a space for individuals to support one another in health- related behaviors; with the rise of new media, the opportunity to join specific groups and receive support online has become easier than ever. Facebook users can engage in self-disclosure ranging from status updates to uploading their own photos and videos, as well as commenting on others’ content (Qiu, Lin, Leung, & Tov, 2012). In this way, individuals now have the ability to create their own unique content online, and by sharing their experiences in this new medium, they are able to ask questions and receive answers to their own inquiries, all the while fostering a sense of community and mutual understanding. Facebook can offer individuals space for self- expression that can improve perceptions of self and overall attitude; Gonzales and Hancock (2011) found that “selective self-presentation, afforded by digitally mediated environments can have a positive influence on self-esteem” (p. 81). Facebook can bring people from different walks of life and different geographical locations together to talk about a common experience or interest; research by Hajli et. al, (2015) found that having a community to help provide a sense of understanding during a relational or medical crisis is beneficial to stress levels, and can lead to higher reports of satisfaction; the immediate access that online communities provide is a welcome addition to the lives of people suffering from stressors related to health and fitness, as they can have instant support from a 17 variety of people. This evidence of social support can provide individuals that sense of belonging that many are searching for online. While research into online support via social media is relatively new, platforms like Facebook add to the health communication field, giving a space for individuals experiencing anything from eating disorder groups to individuals with mental illness. In addition to the ability to connect with others previously unavailable, Mehta & Atreja (2015) found that these groups provide an extra sense of anonymity by eliminating nonverbal behaviors from the situation. In this way, even shy individuals can gather to talk about their favorite workout or their experience at their fitness class. Facebook gives individuals unbridled access to different interest group web pages and groups, providing people with the opportunity to connect online to express their thoughts and feelings about their fitness experiences. Mehta and Atreja (2015) suggest that the ideal online support-focused social group would include “right balance between flexibility and security, anonymity and authenticity, openness and moderation, and be patient-centered and patient-powered while encouraging appropriate participation by healthcare providers” (p. 122). With the rise of new technological advances, particularly the booming use of social media, some researchers feel that health professionals may be able to use these new mediums to their advantage. Hajli et. al (2015) discovered that there are many people who join various health communities online; in sharing their experiences, they receive social support through the online medium, specifically informational and emotional support. Beck et. al (2016) suggested that certain online support groups focus primarily on emotional support, yet most communication centered on “task messages ” or how to solve a specific problem. Emotional support in particular may fill a void in which an individual does not have the proper self-efficacy to enact healthy fitness behaviors without support. In this way, computer-mediated communication on a platform 20 Bales (1950) found that, when in groups, individuals will discuss events and topics that others may not have personally experienced and others will feel comfortable adding in their own similar experience to the conversation. Bormann (1985c) explained that when people start to relate to one another in their experience, they add details of their own and often become excited by the conversation. This is referred to as a fantasy chain, or “the moments when communicators are caught up in the sympathetic participation of a common drama” (p. 51). By all agreeing on a shared meaning, this convergence offers connection for the group that moves beyond the symbols themselves to the creation of a shared identity. In this sense, a fantasy is not the traditional definition of a fairy tale or story, but rather a shared understanding, a message that dramatizes an experience for a group. In this way, fantasies can meet the needs of a group and put individual experiences into context with the overarching beliefs of the group. For example, imagine a group of individuals that play a popular online game; these players may start to use shared language, such as abbreviations of fictional locations and creatures that one would only know if they were a part of the multiplayer universe (“I’m heading over to fight the orcs on the rocky shores and collect some gold!”). Other players would immediately have a clear picture of the monstrous orcs, know where the rocky shores are situated on the gameplay map, and think of how much gold they have in their own account at the moment. The connection over these shared meanings helps shape group perception, and when one player mentions a certain phrase or character name, it can bring every member into a common understanding of what part of the game the player is at. From here, players can start offering their own experiences with that section of the game (“Last time I went over to the rocky shores, it was totally unguarded!), laughing or venting to one another over their shared 21 experience within the online world. Individuals can offer their own narratives, make jokes, and engage in wordplay within the shared world. Moving from Bales’ research on small groups, Bormann (1972) applied the assumptions about shared group beliefs to rhetoric, developing a connection between the way that groups converge in their thinking and the way that they communicate. He argued that shared fantasies are not just for small corporate groups, but also for large, informal groups. Bormann (1972) suggested communication among a group can create a specific shared reality and that the words and images that a group uses can impact the way that they perceive their world. This shared reality is convergence, which can shape beliefs as well as eventually motivate a group to action. By discussing these common meanings, symbols, and experiences, a shared meaning is developed within the group. Just as perceptions can change over time, a group’s shared consciousness surrounding a particular subject can shift with the use of language and understanding of group experience. If the aforementioned gamers suddenly found a part of the game had changed, they could come together to lament the change to the game map, or the phrase “orc” might move from being a descriptor of a monster to a descriptor of the electronic company that changed the game design. A main assumptions of the theory is that symbolic convergence is inherently dramatistic; that is, dramatization refers to the group communication that engages certain fantasy themes, or some type of word or phrase that connects members of a community to fantasize about an event. The way that a group engages in dramatization can result in the social construction of perceived reality. Bormann (1972) described it as follows: The tempo of the conversation would pick up. People would grow excited, interrupt one another, blush, laugh, forget their self-consciousness. The tone of the meeting, often quiet 22 and tense immediately prior to the dramatizing, would become lively, animated, and boisterous, the chaining process, involving both verbal and nonverbal communication, indicating participation in the drama (p. 397). Essentially, members of a group will interact with one another and their versions of reality, thereby affecting further communication; this can range from the tempo of the conversation increasing as members get excited, to the expression of emotional responses to the topic at hand. Individuals who adopt the group’s fantasy respond with the appropriate responses; for example, if the fantasy theme is an inside joke about animal medicine that only veterinarians would understand as a result of their work experience, other vets in a group may respond to that joke with laughter and offering their own, similar stories. On the other hand, if the fantasy theme is one related to a shared experience of tragedy, such as losing a loved one in an automobile accident, other individuals who engage in the dramatization may respond with tears and words of support. Individuals dramatize stories, making them their own and communicating through this process. This shared reality offers a sense of community to group members, strengthening bonds among members. From large speeches to the masses to the utilization of media to spread messages, dramatizations can increase a sense of community and “provide them with a social reality filled with heroes, villains, emotions and attitudes”, and the narratives that bring people into a shared reality are “rhetorical vision[s]” (Bormann, 1972, p. 398). Since its origins in the 1970s, SCT has grown and evolved “as part of a general movement in communication studies to recover and stress the importance of imaginative language (and the imagination) in nonverbal and verbal transactions” (Bormann, Cragan, & Shields, 1994, p. 263-264). The theory has moved from being a way to explain small group 25 emotions, individuals eventually are able to interpret their own experiences in the same way that another member of the group would. Bormann (1972) suggests that “motives do not exist to be expressed in communication but rather arise in the expression itself and come to be embedded in the drama of the fantasy themes that generated and serve to sustain them” (p. 406). Theoretical concepts. The base unit in SCT analysis is that of a fantasy theme. Foss (1996) defines the fantasy theme as “a word, phrase, or statement that interprets events in the past, envisions events in the future, or depicts current events that are removed in time and/or space from the actual activities from the group” (p. 123). It serves as a depiction of the common beliefs and experiences among a group that form into collective knowledge. For example, a group of elementary school teachers may say something like “the school board is more concerned with its reputation with local businesses than providing funding for classroom essentials.” This would be a fantasy theme representation within that community that makes up a larger shared reality among the teachers. When a fantasy theme is created, others are then invited to share this specific point of view in order to join the in-group through the dissemination of information from those who already have adopted the group’s beliefs. Fantasy themes can be anything from a phrase to a collection of words that refer to something in the group’s collective knowledge of the past, present, or future. These themes then help to further construct reality for the members of the group, developing a type of shared language that only they know the meanings for. These understandings of words, images, and phrases all provide members with a thread of connection, tying them to a specific, creative interpretation of specific events. Fantasy themes can be broken down into three distinct types: setting themes, character themes, and action themes. Setting themes are those which depict the location where something 26 is taking place; this can refer to a physical location or even a location within a certain time period. These themes provide a context in which an action is taking place, the background for the event. Character themes offer an understanding of the tropes used to describe the players in the event- are they a hero, or are they a villain? Is this person the main focus of the event, or somebody in the background? Character themes also provide better understanding of characteristics, beliefs, and motives of the characters themselves. Action themes refer to the plot itself, the timeline in which the characters act. What are they doing, and why? These themes provide a better understanding of what is happening within a particular context. Symbolic cues are words, phrases, nonverbal cues, and other signs that signal shared understanding. Simple phrases can bring common understanding to a reader; for example, students on religious college campuses may be familiar with the phrase “ring before spring,” referring to the high population of students that get engaged before graduation. Outside of this experience, however, one may not understand the phrase, so it would not trigger shared fantasies like it would for those who take part in the experience of many college seniors getting engaged. Fantasy types, on the other hand, are fantasy themes that are widely understood across a variety of groups. Rather than be limited to the specific population that shares a specific fantasy, a fantasy type offers a reference that helps an individual make sense of a new situation or experience by offering context. For example, referring to a situation as “the new Bernie Madoff scandal” will automatically trigger a connection to Ponzi schemes, so when another big Ponzi scheme story breaks, a person does not have to explain the concept in depth each time. Instead, she can simply refer to it being “like the Madoff scandal,” and that gives the listener the ability to understand the new situation. 27 A saga refers to a story or narrative that is commonly repeated within communities, emphasizing the journey and achievements of a certain person or group. Cragan & Shields (1992) suggested that these are often referenced within the frame of nations, such as “the spirit of entrepreneurship” as an American saga that references how Americans value hard work and success (p. 201). Organizations and interest groups all have sagas that help express stories and values that are important to them, and the telling and subsequent retelling of a saga furthers its significance to the group. Rhetorical vision is the main structural concept within SCT. Cragan & Shields (1992) suggested that a rhetorical vision is a “composite drama that catches up people into a common symbolic reality”, and these can often be referenced with a symbolic cue (p. 201). Rhetorical visions are constructed through five elements: dramatis personae, plotline, scene, sanctioning agent, master analogue (Appendix A). The dramatis personae is also commonly referred to as the actor who gives life to the specific vision. Characters within the vision may commonly act a certain way or emit certain values and beliefs in their actions, and they can fall within various tropes. From heroes and villains to main characters and supporting characters, the dramatis personae vary depending on the rhetorical vision’s goals. For example, in the earlier elementary school teacher example, the teachers may portray the school board officer as a villain for taking away funding for resources, while other board members may portray him as a hero for developing a positive connection with an investor. Depending on the rhetorical vision, the dramatis personae can be portrayed certain ways to fit the vision. The plotline refers to the vision’s course of action. Much like a book has a plot, so do rhetorical visions; while some fantasy themes may focus more on characters, other focus on the actions that the characters are taking. For the teachers, the school board deal is a 30 creative, productive imagination” (p. 50). Gunn also agreed with Mohrmann that SCT is ultimately grown from Freudian theory and therefore cannot inherently predict any behaviors or identify specific motives for those behaviors. He found that SCT failed “in responding to the charge that the Freudian roots of the theory preclude its predictive value” (Gunn, 2003a, p. 51). Bormann, Cragan, and Shields (1994) responded to these concerns about the theory and provided clarification about its purpose and applications. They identified four main criticisms: (1) a lack of clarification on SCT’s basic presuppositions, (2) SCT is only applicable to small group communication, (3) SCT is dependent on researcher rather than theory, and (4) SCT is simply a relabeling of old concepts with new jargon. In response to the first concern, raised by Mohrmann (1982), they provided clarification by outlining four clear presuppositions of SCT. Bormann, Cragan, & Shields (1994) offered “that a grounded approach to theory building can result in a good general theory of communication” (p. 263). They explained that the theory was built on the work of others, developing concepts further, rather than creating a concept and going out to look for some sort of evidence. The second presupposition was that SCT is “an empirically based study of the sharing of imagination can provide a viable account of the rhetorical relationship between the rational and the irrational” (Bormann, Cragan, & Shields, 1994, p. 263- 264). They highlighted the assumption that the audience is integral to the rhetorical paradigm within SCT, suggesting that “the concept of rhetorical community and consciousness as related to consciousness creating, raising, and sustaining is a major finding of subsequent research in the symbolic convergence theory”, and therefore the audience is integral to the practice of SCT (p. 267-268). Finally, authors reinforced the final presupposition of SCT, that making generalizations based on the findings of previous studies is not only possible, it is important to 31 the field because generalizability is beneficial to a unified approach to rhetorical criticism (Bormann, Cragan, and Shields, 1994). Addressing the second concern, Bormann, Cragan, and Shields (1994) reminded critics that Freudian terms are not used within SCT studies and that there was not an influence from Freudism within the work, as “psychoanalytic interpretation is based on an entirely different set of central concepts” (p.270). By combining social scientific and humanistic perspectives, the theory is applicable to the sharing of fantasies small groups, large groups, and any in between. Again, generalizability is beneficial to the field as the theory can be applied to a variety of communication practices, rather than be limited to one type. In responding to the third concern of SCT as researcher-dependent, Bormann, Cragan, and Shields (1994) suggested that SCT “provides a clear technical vocabulary for the general analysis of imaginative language”, thereby letting a researcher craft an analysis of shared consciousness within a particular community (p 276). The theory helps researchers understand the development of a community consciousness by analyzing the fantasy themes that brought new people in and sustained the belief of group members over time. In this way, it is clear that the theory is not researcher-dependent but rather a theory that gives researchers a basis on which to craft an analysis by utilizing theoretical assumptions rather than just personal expertise. Finally, Bormann, Cragan, and Shields (1994) rejected the idea that SCT is simply a rehashing of old ideas with confusing new language by explaining the necessity for technical terms within the theory. While constructive criticism is beneficial to the development of new theories, many of SCT’s criticisms have been addressed, and it is clear that the theory has a grounded epistemology and is beneficial to the study of how groups create a shared consciousness. Gunn (2003b) pushed back against defenses of SCT, but not many other critics 32 have spoken out against the theory and it is widely accepted and used in the rhetoric community. Therefore, I selected this theory for my study. The next section will show how others have used the theory in their own research Previous SCT Studies. SCT is useful for its ability to explain how certain fantasies succeed and grow, while others die down over time. Individuals in a position of power or people trying to further a specific point of view will better be able to craft their messages in order to sustain consciousness for their vision by understanding what works and what doesn’t. Specifically considering organizations, the recruitment and retention of members is heavily dependent on how engaged the members are. Understanding the development and sustaining of convergence within a group can be key to keeping a movement or business alive. Likewise, fantasy themes that can stand the test of time may be useful in future campaigns and efforts, so leaders of groups need to understand how rhetorical visions thrive. SCT offers critics the ability to understand how persuasive claims grow within a group, as well as the development and evolution of relationships within the group. Once individuals have “bought in” to the fantasies of the group, they are more likely to go along with the decisions that the group makes collectively. The theory has grown from a way to explain small group behaviors to a much larger scope; researchers can utilize the theory to help understand the shared themes and identity development of a variety of groups. Considering methodology, fantasy theme analysis is the basic method with which SCT operates. Studies have used SCT to study political affiliations, religion, Internet-based groups, and more. Politically, SCT can help explain how political parties develop a shared identity based on the perceived group values as well as the different ways political messages are received- nationalism being one example. Puspite (2017) analyzed an 35 in what would be otherwise considered socially unacceptable conversation while maintaining a high level of anonymity” (p. 13). This research supports the idea that actions and beliefs that others would not be able to understand make perfect sense to those who adopt the rhetorical vision. In this group, individuals with eating disorders consider their actions to be normal, while society’s view of their behavior is the abnormal and oppressive. Since fantasy theme analysis is malleable to a variety of group types, some researchers have used it to study communities such as hate groups, and how they operate online. Zickmund (1997) suggested that Neo-Nazis were able to develop their own culture through engaging in web-based communication. Likewise, Duffy (2003) analyzed members of organizations such a the Ku Klux Klan and Neo-Nazis in their online groups in order to identify what fantasy themes are common on hate group websites. In trying to understand how groups develop a shared identity, researchers may use this theory to guide their analysis of a group’s narratives. However, it is not only ostracized groups that can have rhetorical visions; Bishop (2003) looked at the way that newspaper coverage and broadcast news journalism promoted the idealized vision of Mr. Rogers, specifically that reporters at the time were “unified in their framing of Rogers as a calm, steady voice rising above the violence and packaged repetition of commercial television” (p. 27). In this way, fantasy theme analysis can highlight the ways that different groups come together to agree on a shared vision of an individual and then promote that image in the media, identifying Mr. Rogers as the hero of the story and his opponents as villains. While there is literature surrounding how SCT and FTA appear in politics, religious groups, and online communities, I was unable to discover literature surrounding convergence specifically within a fitness institution like CrossFit. Since the theory operates under the assumption that people create communities around shared symbols, SCT is an ideal fit for the 36 theoretical framework of the proposed analysis on CrossFit; this fantasy theme analysis will study the use of language, signs, and symbols from the CrossFit website and their Facebook platform. This will provide a foundation on which to build understanding of the process by which a group of individuals transforms from single beings into a cohesive group within the fitness world, with common beliefs and values that connect them all to a shared rhetorical vision. Method Fantasy theme analysis is a wide-ranging method that fits for this study, since CrossFit is a group that calls itself a community and has the trademarks of it. As discussed, a fantasy theme is the basic unit of analysis within social convergence theory. Fantasy themes represent a group’s worldview, or how they think collectively about a certain topic. Individuals communicate their common understanding to others through their own interpretation and an agreed upon value. Fantasy themes are the synthesis of the entire group’s experience, forming into one shared meaning called a rhetorical vision. CrossFit is a fitness culture that is pervasive in a variety of mediums, from the official website and social media platforms to individual blogs and platforms for self-expression. Considering the sheer scope of media available for analysis, I narrowed down the artifacts to those found on the official CrossFit website homepage, CrossFit.org. CrossFit headquarters promote their Boxes and memberships through their website, in the form of text, video, and photographs of members working out, before-and-afters, the Boxes themselves, and notable figures within the CrossFit community (viewed by both organizational and reader responses). This analysis is pertinent as it provides a glimpse into the media curated, approved, and promoted by the organization in order to encourage a certain way of thinking about CrossFit. 37 The purpose of this thesis is to utilize Bormann’s fantasy theme analysis in order to answer three main questions: What fantasy themes can be identified on the CrossFit website and Facebook posts? Are there any rhetorical visions constructed as a result of these fantasy themes? What do the fantasies and/or rhetorical visions say about CrossFit culture? Selection of Artifacts First, I collected the rhetorical artifacts for the study. I examined the official CrossFit website, Crossfit.com, and selected the main “about me” section of the website for analysis. The top of the web page lists ten subheadings that direct the user throughout the website’s content: Get Started, WODs, Courses, Certifications, Exercise & Demos, Games, Journal, Affiliates, Foundation, and Shop. Of these ten sections, I selected the “Get Started” tab, specifically the drop-Box section, “What is CrossFit?”, in order to solidify an official representation of the values of the company through their own words. The other tabs offer logistic information for individuals who already engage with CrossFit and therefore are not beneficial to this study. The “What is CrossFit” web page includes a text introduction as well as a YouTube video introducing CrossFit, both of which will be examined (What is CrossFit?, n.d.). I selected the contents of the official CrossFit website subpage, “What is CrossFit”, as a representation of the organization’s projected values. I downloaded an archived version of the website on December 1, 2018, for analysis to ensure that all content from the time I was collecting artifacts was saved in case of future changes. This way, the Facebook posts collected and the website will be a reflection of the time period, and the description of the website’s video and text were saved for future analysis (See Appendix B and Appendix C). The second artifact is a collection of Facebook posts and their comment section, selected from the official CrossFit Facebook page (CrossFit. (n.d.).). Between the time span of August 1, 40 video, how many comments the post has, how many views the post has, how many shares the post has, and the content of the video (See Appendix C). I then listened to the videos twice to identify which videos would not need transcription due to lack of speech, which would need minimal transcription for discernable dialogue in background speech, and which would need word-by-word transcriptions to provide analysis of consistent speech in the video. From there, each post was transcribed twice, then reviewed three times for accuracy. Next, I catalogued each of the comments in the posts for study. I looked for fantasy themes present in the artifacts, analyzed the artifact for symbolic cues such as dramatis personae (the characters), plotline (the actions), scene (the setting), sanctioning agents, and master analogue. Next, I looked for fantasy types present, in which several fantasy themes are connected to one another. Combining these themes, I identified any dramatization that occurred. Next, I developed the rhetorical vision, a collection of fantasy types and themes that develop the shared sense of reality and symbolic convergence among the group. After collecting information from the artifacts, I constructed a rhetorical vision of the artifact by identifying patterns in the fantasy themes discovered. Looking for patterns, I identified recurring character types, storylines, and settings. These may follow one of the three aforementioned archetypal master analogues (righteous, social, pragmatic). The setting themes will evaluate where the actions took place as well as the general characteristics of the location, time, and context of the setting. The character themes will identify the actors in the fantasies, their characteristics, attitudes, and behaviors. Some may be coded as “heroes”, “villains”, etc. The action themes will describe what took place in the fantasy, as well as the ramifications of these actions. The master analogue will provide a wider social commentary on the group convergence. The rhetorical 41 vision will act as a general understanding of the convergence of the group, and their resulting worldview. Analysis Website From the homepage of CrossFit, I selected the “Get Started” tab and observed the drop- Box section, “What is CrossFit?.” This webpage represented the content that CrossFit HQ feels is an accurate representation of corporate values and allows the organization to introduce themselves in their own words and video production. The “What is CrossFit” web page includes provides a YouTube video to the left of the screen, and a block of text to the right of the screen. This next section will present the organizations’ fantasy themes that they use in attempts to guide their members. On the website, the text provided character themes and action themes (See Table 2) . The main character theme was that of Greg Glassman being framed as the father of CrossFit, the reason that it exists today. Action themes included the focus on functional movement as the basis of CrossFit, as well as the emphasis placed on the words throughout the text, growth of the organization as a whole, and focus on collecting data and using data in the fitness world. 42 Table 2 References Organizational Website Text Theme Example Symbolic Cues / Chaining Out Character Theme Greg Glassman - “CrossFit's Founder and CEO, was the first person in history to define fitness in a meaningful, measurable way” - “He then created a program specifically designed to improve fitness and health” - Readers referred to articles “What is Fitness”, “The Garage Gym”, and “Foundations”, all of which were written by Greg Glassman. Action Themes Functional movement is the basis of CrossFit, emphasized heavily throughout the website text -“Functional movements” and “intensity” were used various times, as well as the sentence “functional movements and intensity lead to dramatic gains in fitness” - “The world’s fittest” - “Overall, the aim of CrossFit is to forge a broad, general and inclusive fitness supported by measurable, observable and repeatable results” The organization has grown exponentially - Emphasis is placed on a sense of community as the reason that it is growing and more affiliates are showing up in new places. - “Community”, “effective”, “give birth to a global network”, “natural camaraderie, competition, and fun” - “Universal scalability”, “perfect application for any committed individual, regardless of experience” - “The needs of olympic athletes and out grandparents differ by degree, not kind” - “The program prepares trainees for any physical contingency” - “Our specialty is not specializing” Focus on data - “Driven by data”, “keeping accurate scores and records”, “precisely defining the rules and standards for performance” - “derive both relative and absolute metrics at every workout” - “data has important value well beyond motivation” In the YouTube video, character themes, action themes, and setting themes were identified (See Table 3). The character theme was that of individual CrossFitters; nobody was explicitly named throughout the video, so while many different people were interviewed, they 45 Setting Theme The Box - Various Boxes shown throughout video - “You come to a CrossFit gym” Post 1 The first organizational post pulled for analysis was posted to CrossFit’s official Facebook page on August 1, 2018 at 3:54PM. Titled “Tia and the CrossFit Total”, the 13 second video had approximated around 77,000 views, 70 comments, 229 shares, and 2,000 reactions at time of collection. Description of the video, as well as the caption, can be found in Appendix C. The first post caption and video content provided character themes, action themes, and a setting theme. (See Table 4.1) Character themes included Greg Glassman being framed as the father of CrossFit and Tia-Clair Toomey as being a modern hero of CrossFit. Action themes included describing CrossFit as a community, CrossFit as the best way to measure fitness due to its complexities, and CrossFit having grown to where it is today from humble beginnings. The setting theme is the CrossFit Games open field, in which crowds of fans can watch their CrossFit heroes complete workouts to try and win the title of “Fittest on Earth”. 46 Table 4.1 References Organizational Post 1 Theme Example Symbolic Cues / Chaining Out Character Theme Greg Glassman as Father of CrossFit - He is cited in the caption, “wrote CrossFit Founder Greg Glassman in “Understanding CrossFit,” published in the CrossFit Journal in 2007” Tia-Clair Toomey as a modern hero - Tia-Clair is framed as the reigning champion of the CrossFit total - Footage of her celebration is shown visually Action Themes CrossFit is a Community - “evolved into a community” CrossFit is best measure of fitness - “human performance is measured and publicly recorded against multiple, diverse and fixed workloads” - “CrossFit is an open-source engine where inputs from any quarter can be publicly given to demonstrate fitness and fitness programming” - “coaches, trainers and athletes can collectively advance the art and science of optimizing human performance” CrossFit has humble beginnings - “The modest start of publicly posting our daily workouts on the internet beginning” - “Now, eleven years later. . .” Setting Theme CrossFit Games - The video is set in the open field of the 2018 CrossFit Game - From caption text: “The CrossFit Total—the sum of the best of three attempts at the squat, press and deadlift—was tested at the inaugural @CrossFitGames in 2007 where Nichole Dehart won the event with a total of 530 lb” Post 2 The second organizational post pulled for analysis was posted to CrossFit’s official Facebook page on August 5, 2018 at 3:52 PM. The untitled, 19 second video had approximated around 109,000 views, 86 comments, 237 shares, and 2,100 reactions at time of collection. Description of the video, as well as the caption, can be found in Appendix C. 47 The post caption and video content provided a character theme, an action theme, and a setting theme. (See Table 4.2) The main character theme was that of Greg Glassman as the Father of CrossFit, describing the basics of what CrossFit is composed of. An action themes included CrossFit as a superior measure of fitness, the value of hard work, and the community of CrossFit, even at the Games level. The setting theme is at the CrossFit Games competition, this time held indoors. Table 4.2 References Organizational Post 2 Theme Example Symbolic Cues / Chaining Out Character Theme Greg Glassman as Father of CrossFit - He is cited in the caption, “ “Gymnastics and Tumbling” by CrossFit Founder Greg Glassman: journal.crossfit.com/article/gymnastics-and-tumbling-2” Action Themes CrossFit is best measure of fitness - “Essential to the CrossFit concept is balanced competency in the ten general physical skills: cardiovascular/ respiratory endurance, stamina, strength, flexibility, power, speed, coordination, agility, balance, and accuracy.” - “Gymnastics has no peer among training modalities for developing the four neurological components of the ten skills— coordination, agility, balance, and accuracy” Value of hard work - The individual is shown completing a complicated CrossFit workout in which he must combine balance and speed. - Every individual at the CrossFit Games level of competition has been expected to put in hard work, which is rewarded by success CrossFit is a community - The crowds of CrossFit fans can be seen and heard cheering in the background of the video Setting Theme CrossFit Games - The video is set in the indoor arena for CrossFit games qualifying competition Post 3 The third organizational post pulled for analysis was posted to CrossFit’s official Facebook page on August 26, 2018 at 12:00PM. Titled “World Record Attempt: 950 Kettlebell Swings in 60 Minutes”, the 13 minute and 1 second video had approximated around 78,000 50 - “I guess if it was easy to do a lot more people would do it. It just goes to show no matter what caliber athlete you are, if you do specialized training and you really focus in on the goal, whether it be um, a specific workout, a weight you wanna hit, on a deadlift or a squat, or 900 kettlebell swings in an hour, you’re gonna have to train for it.” - “I know I’m gonna have to put myself into a dark place to break the record.” - “Strategizing” - “Um, I really don’t wanna get into my rep scheme, it’s proprietary information. I think anybody else, if they really use my rep scheme, maybe in a couple months they would be able to do it, so I think somebody else should just do 9,000 reps on their own and figure out their own rep scheme.” - He’s digging deep to fight through that pain so early - “RG: Did you miss a day of kettlebell swings?” / SB: “No” - moments where you have to dig deep and you have to rip your hands CrossFit is a community - “Let’s go, baby!” - Come on Steve! Pick it up! Let’s go! You got it! Come on! Hey! Pick it up! Let’s go!” - Off camera spectators: “Come on Steve!” / SB: “I’m sorry, everybody. I have nothing left.” / Off camera spectators: “No! Get back up there! Come on!” / SB: “I’m behind the pace I need to do, I’m not gonna make it.” / Off camera spectators: “Don’t give up”/ SB: “I’m sorry! I let everybody down” - You’re still inspiring, though. Somebody's gonna pick up a kettlebell because they watched this. That’s what matters - Pick it up! Right here! Pick it up! Pick it up! Come on! - “ I’m embarrassed, a little bit, that people came out here and watched it and I didn’t make it, but you know what? I kept on going to the end, and-” - “No, it, it was very inspiring. Like, he got really down on himself for a moment, and the whole community came together. Everyone just cheered him on, clapping” - “Yeah you guys did make me finish, I’m glad I did finish, I would have felt like crap” - “I mean, that’s what this is about, right? That’s what CrossFit is, everybody just coming together, um, and cheering each other on for a good cause” Confidence and Reflection - Unless something catastrophic happens, like I rip my hand open, or I get injured, I would say 99.9% chance I’m going to smash the record today. - And I’m more determined than ever that this record is going down - I was dominating the sets, I’m not making excuses, I didn’t make it today, and I think everybody who’s competed before realizes, uh, the 51 things I dealt with today. My weak hands that ripped. And, um, they’re not gonna rip next time. And I’m gonna dominate it Setting Theme The Box - The Box at Carlsbad CrossFit, industrial setting with lots of people in attendance to watch the world record attempt. Post 4 The fourth organizational post pulled for analysis was posted to CrossFit’s official Facebook page on August 1, 2018 at 3:54PM. Titled “Deadlifts at 82 Years Old”, the 40 second video had approximated around 90,000 views, 106 comments, 549 shares, and 1,800 reactions at time of collection. Description of the video, as well as the caption, can be found in Appendix C. The post caption and video content provided a character theme, action themes, and a setting theme. (See Table 4.4) The main character theme was that of Greg Glassman as the Father of CrossFit, he is often cited in the captions. Action themes included CrossFit as a community, CrossFit being suitable for anyone, and CrossFit being the superior way of working out and measuring fitness, for any age. The setting theme is the Box. Table 4.4 References Organizational Post 4 Theme Example Symbolic Cues / Chaining Out Character Theme Greg Glassman as Father of CrossFit - He is cited in the caption, “ From “Seniors and Kids” by CrossFit Founder Greg Glassman, published in the CrossFit Journal in February 2003” Action Themes CrossFit is a Community - “CrossFit endeavors to train for capacities that are valued regardless of age, gender, or sport.” CrossFit is for everyone - The post originated from a Box in South America, showing how widespread CrossFit is. - There is a focus on the elderly woman as capable and just as important to CrossFit as any other member. 52 - “The bottom line is that everyone is very different and yet again strikingly similar. Often the genius is to know where to look for similarities and where to look for differences.” CrossFit is best measure of fitness - We have in large part designed our concept around chasing capacities that are in near universal demand. Setting Theme The Box - The Box in this video is very similar to other Boxes- minimal, dark, and industrial. Post 5 The fifth organizational post pulled for analysis was posted to CrossFit’s official Facebook page on September 16, 2018 at 1:00PM. Titled “Paradiso CrossFit: Scaling a Chipper While Pregnant”, the 7 minute and 54 second video had approximated around 63,000 views, 76 comments, 127 shares, and 566 reactions at time of collection. Description of the video, as well as the caption, can be found in Appendix C. The post caption and video content provided a character theme, action themes, and a setting theme. (See Table 4.5) The main character theme was that of pregnant women who still do CrossFit as athletic heroes, bucking typical stereotypes. Action themes included CrossFit as a community, CrossFit being for everyone, CrossFit is the best measure of fitness, etc. The setting theme is the Box. Table 4.5 Theme Example Symbolic Cues / Chaining Out Character Theme Pregnant women as strong heroes - “three pregnant and badass Paradiso CrossFit Staff: Katie Plummer, Emma D'Alessandro and Chelsea McKinney” - beloved moms-to-be - “Katie chose sumo DL’s to give her bump some room” - Speaking about CrossFit in the first trimester it helped a lot with morning sickness for me. 55 Action Themes CrossFit is for everyone - Since Janet is an adaptive athlete, it is emphasized that CrossFit is for anyone and everyone, including those of varying physical abilities. Crossfit is a community - As Janet pushes to complete her workout, her coach cheers her on with phrases like “push!”, “last one!” and “nice!” reinforcing her and cheering her on throughout the workout. Hard work pays off - Although Janet has cerebral palsy, her involvement and hard work put into CrossFit is implied to have helped her maintain some level of control and autonomy over her body. In this way, it is implied that working hard in the Box at CrossFit can be beneficial for adaptive athletes. Setting Theme The Box - A Box at Adaptive CrossFit Post 7 The seventh organizational post pulled for analysis was posted to CrossFit’s official Facebook page on October 2, 2018 at 11:00AM. Titled “The Overhead Lifts”, the 49 second video had approximated around 210,000 views, 170 comments, 1,036 shares, and 3,400 reactions at time of collection. Description of the video, as well as the caption, can be found in Appendix C. The post caption and video content provided a character theme, action themes, and a setting theme. (See Table 4.7) The main character theme was that of a CrossFit instructor as an “expert” in the field, and therefore worthy of emulation. The action theme was CrossFit as ideal form of fitness, and the setting theme is a plain background to lead focus to the form. Table 4.7 References Organizational Post 7 Theme Example Symbolic Cues / Chaining Out Character Theme Instructor as expert - The individual demonstrating the overhead lifts is viewed as an expert because she has been chosen to showcase the “ideal” form of each of these lifts. 56 Action Themes CrossFit is best measure of form and fitness - The video is instructional in nature, providing a tutorial for shoulder presses, push presses, and push jerks. It is implied that proper form is integral to the workout, and CrossFit standards are the ideal. Setting Theme Instructional video backdrop - The video is set to a white backdrop so the focus is on the form, not anything else. Post 8 The eighth organizational post pulled for analysis was posted to CrossFit’s official Facebook page on October 17, 2018 at 11:00AM. Titled “Rope Climb J Hook”, the 2 minute and 1 second video had approximated around 279,000 views, 66 comments, 240 shares, and 844 reactions at time of collection. Description of the video, as well as the caption, can be found in Appendix C. The post caption and video content provided a character theme, action themes, and a setting theme. (See Table 4.8) The main character theme was that of the coach being an expert in the field. Action themes included focus on functional fitness as leading to success, the value of form and hard work, and CrossFit as a learning community. The setting theme is the Box. Table 4.8 References Organizational Post 8 Theme Example Symbolic Cues / Chaining Out Character Theme Coach framed as the “expert” in the room - The coach, Matt Chan, commands the attention of those in the room to share his expertise with them. Although he is not the one completing the workout, he is viewed as the person “in charge” of the Box. He exists as the position of authority. 57 Action Themes Functional fitness and form are integral to success - Chan explains the reality of the movement itself- “People think of this movement, often times, as a pulling exercise. But in reality, this is a squatting exercise.” Value of form and hard work - “we’re seeing this again a lot of competitions”, therefore the CrossFitters want to be able to do it the best and be rewarded for their success. CrossFit is a learning community - Chan interacts with the crowd, even as he is in a position of authority. He asks them, “What is keeping him on the rope then?”, and the crowd responds “His feet”, to which Chan affirms their response. The interactions are supportive, rather than talking down to the crowd. Setting Theme The Box - A CrossFit Box Post 9 The ninth organizational post pulled for analysis was posted to CrossFit’s official Facebook page on November 7, 2018 at 7:50PM. The untitled, one minute video focused on the implementation of a competition titled the CrossFit Commander’s Cup, in which members of the Armed Forces would be able to compete in CrossFit workouts to win the title. It had approximated around 89,000 views, 63 comments, 272 shares, and 815 reactions at time of collection. Description of the video, as well as the caption, can be found in Appendix C. The post caption and video content provided a character theme, action themes, and a setting theme. (See Table 4.9) The main character theme was that of framing individuals who serve in the military as heroes, for their service and for their valuing CrossFit in physical preparation.Action themes included the value of hard work, comparing CrossFit culture and military culture, and viewing CrossFit as a community. The setting theme is set on base, where the Box is more imagined than a physical space. Table 4.9 References Organizational Post 9 60 Facebook Comments The following tables provide examples of chaining out for the comment section for each of the Facebook posts. Chaining, the moments when an individual relates to an experience and is inspired to include her own details, is important to convergence because it encourages participation in the overall drama of a rhetorical vision. Each of these tables offers examples of symbolic cues, specific statements from individual community members that reflect agreement and integration of the organization’s fantasy themes. Collectively, all of the posts included individuals tagging others in the videos to show them the content and, at times, engaging in conversations about them. This shows how the community accepts content from the organization and feels inspired to respond, therefore recognizing the symbolic cues and chaining out the present fantasy themes. Below, in Table 5.1, I detail the examples found in the Facebook comments as well as their connection to the organization’s provided content. Table 5.1 References Organizational Post 1 Facebook Comments Theme Example Symbolic Cues / Chaining Out Character Theme Games athletes as heroes/ideals for comparison ● Referencing Tia-Clair, one commenter said “Not surprised. Incredible athlete. She also represented Australia in the Olympics a couple weeks after the crossfit games in weightlifting” ● One commenter mentions Kara Webber, another Australian CrossFit Games competitor that many in the community viewed as competition. “Still going for Kara” and then they tag a friend who agrees, “absolutely” ● “My prs would just give me 1st at the games, not with a 12 min cap though”, and “I’m basically Mat Fraser right??”, to which their tagged friend responds “you and Fraser are basically related now” ● Mentions of “vellner” and “annie”, referring to Patrick Vellner and Annie Thorisdottir ● Referring to Tia as “the pride of Australia” Action Themes best measure of fitness / ● “crazy what the athletes are capable of now in this sport” ● “I can’t speak for other sports” 61 CrossFit is a sport ● An individual says “I heard that crossfit isn’t a sport tho.” Another person comments “It’s not a sport,” but then after watching the video says “I’ve changed my tune. It is a sport”. Value of hard work / being inspired by the footage ● Many marveled at the feat and other CrossFit Games events, one commenting “I did watch the row and I think I died watching it” ● “impressive!”, “wow, incredible”, “insane”, “awesomeness”, “monstrous”, “awesome”, “fire”, “beast”, “brutal” ● “unbelievable warrior” ● “off to a brilliant start” ● “this is Sparta!” ● “fucking insane totals” ● “full dedication, full passion-mega emotions I’d like to have it more often” ● “these numbers a superb for a non-specialist!” ● “I’m watching this before every work out. What a warrior!” ● “I needed to save this video for future when I feel like I can’t do it. Yes, I can. Yes, I can, and yes, I can!!!! There, I feel better now” CrossFit is a community ● Many individuals tagged friends to introduce them to the post. ● One individual mentioned watching “it before the 5am this morning”, referring to their own CrossFit workouts. ● One individual tagged three people can commented “this is what I was talking about … that’s 396kgs….WTF?????.” Her friends then respond with encouragement “that will be you one day” and saying that one of the friends “is our Tia!!” ● One individual tagged a friend asking what their total pounds was, and then they discuss him compared to Tia-Clair. ● Another person tagged a friend and said the video could be “reference for your dead lifting technique” ● One individual asks a friend to help explain what is happening in the video, to which their friend responds “deadlift weight + squat weight + shoulder press weight = total score”, explaining the Games rules to her Pushback ● An individual commented “Drugs help!” which sparked a conversation. Others pushed back against the criticism with comments mentioning drug testing “They are tested before and after almost every event. They aren’t even allowed to use the bathroom between walking off the floor and getting tested”. ● One individual offers Lance Armstrong as an example “most drug tested athlete…never failed” ● The original commenter responded to the drug-testing comments with “yes just for the games….. don’t be fool !!!! They all do drugs (or something they not allowed to) the rest of the year but 62 they just don’t get cut …. To reach a certain level they have no choice. It’s my opinion…” ● New commenters then joined the conversation, mentioning that Tia-Clair had competed in the Olympics as well so she had likely been tested then too, all generally defending the athletes. Setting Theme CrossFit Games ● The CrossFit Games Table 5.1 focused on individuals responding to the footage of Tia-Clair Toomey winning an event. Largely, the response was positive and filled with admiration for the athlete and her successes. The fantasy themes that arose mirrored some of those seen in the organizational post, such as the athletes being seen as heroes and CrossFit as a community. While organizational post 1 only focused on Toomey and Greg Glassman, the creator of CrossFit, members of the community chained out from these example to include other athletes in the CrossFit games, such as Kara Webber and Patrick Vellner. This shows how chaining out occurs, when one mention of a hero in the narrative inspires comments about other CrossFit athletes. CrossFit is framed as the best measure of fitness in the comments as well, suggesting that it is a sport and the athletes are on a different level of fitness. Table 5.2 References Organizational Post 2 Facebook Comments Theme Example Symbolic Cues / Chaining Out Character Theme Games athletes as heroes/ideals for comparison ● “this one blew me away, amazing athletes!” ● “if you like to watch the crossfit game focus at Netflix”, referring to the documentary about the CrossFit Games that profiles the athletes 65 CrossFit is a community ● Tagging individuals with comments such as “maybe something for you guys to try”, and “next weekend what to do?” ● “nice idea for a lesson ● One person thinks they have figured out a rep scheme, and a friend comments “let me know when you’re doing it… come cheer you on…. No doubt in my mind you could!” ● Multiple conversations between individuals talking about getting together to try and train for a similar goal ● One individual tagged a friend with the comment “this sounds like your kind of crazy” Confidence and Reflection ● “such a pity he couldn’t make it” ● “motivator”, and “strength is never a weakness” ● “it’s a worthy attempt” ● “it’s inspiring to watch” Setting Theme The Box ● Box at Carlsbad CrossFit Table 5.3 focused on individuals responding to the footage of a CrossFit member attempting to break a world record. This content mirrored themes found in the organizational post, one being that CrossFit as parallel to military service community and work ethic. There seems to be a certain number of veterans that get involved in CrossFit, and the Facebook comments reinforced this with support for the Sergeant Major. Again, CrossFit as the best form of fitness comes up with conversations about specific form and how the Sergeant Major was completing his reps. This shows how the community accepts CrossFit standards as the ultimate goal, and they praise those that live up to these standards of functional fitness. Table 5.4 References Organizational Post 4 Facebook Comments Theme Example Symbolic Cues / Chaining Out 66 Character Theme Elderly CrossFitters as inspiration ● “a genius that you want to get like this at your age” ● “Yassss mama!!! Get it!!” ● “she is my hero” ● “All my respects for this great lady” ● “love this!! Get it girl!!” ● One individual tagged a family member and said “seeeee could get you moving! Be able to play with those kids easier!” Action Themes CrossFit is a Community ● “Thank you for sharing my grandmother’s story. I am very proud of her and how the crossfit has changed our lives” ● “awaits us may years of Crossfit” ● “I’m 65 and love doing crossfit” ● Tagging a friend and saying “you have no excuse the lady is 82!!!” ● One referencing their own Box workouts “I miss those routines together” ● “no one is there pissed that she’s holding up their work out!” and “now I really can’t cause she would be better than me lol” Value of hard work ● “now I feel shame” ● “fight frailty!” ● “respect!” ● “ugh! Is she deadlifting more than me?! Lol” and “she’s better than me” ● “she just keeps on repping! Drop, wipe sweat,adjst feet, flex fingers, take a drink, then do next lift rookie!” CrossFit is inspiring ● “does it better than us” ● “I love this so much!!!!!!! Seeing people later in life do CrossFit gives me hope that age definitely doesn’t define how you life your life fitness-wise” ● “Great example, there are no limits or excuses” ● “awesome”, “fabulous”, “impressive”, and “beautiful” ● “I want to be like her!” ● “what a champion” ● “yeah! Go granny!” ● “This is awesome, so much benefits for the elderly! Thank you so much for someone who pays for the course” Setting Theme The Box ● The Box Table 5.4 focused on individuals responding to footage of an elderly woman completing a CrossFit workout. The response here was overwhelmingly positive, full of affirmations and 67 support for the woman in her completion of the workout. Some suggested that she was an inspiration to their own fitness journey, and the examples of CrossFit as a community are evident through the support shown in the comment sections and how others shared it online. The elderly woman’s granddaughter even commented on the post, connecting her to the online community from all over the world. This reflects the action theme found in the organizational content, valuing CrossFit no matter the age or ability (See Table 4.4). 70 Action Themes CrossFit is for everyone ● “I just love this so much! CrossFit is for all...all you need is the will and the rest will take care of itself” ● “Love this video!!! It shows that crossfit really is for everyone!!!” ● “Her burpees look better than mine. So happy she’s not letting her circumstances hold her back” ● “Crossfit is for everyone” Crossfit is a community ● “This makes me happy”” ● Thanks for the support guys. ● “Welcome to the temple of CrossFit, where miracles happen every single day.”, to which another individual responded with “amen!” ● This is why I coach and why I love crossfit ● “this looks exactly like me! Thanks for being so encouraging and training me though! I do appreciate it!” ● “Crossfit strong” ● One individual tagged a friend with the comment “what did you say you don’t have time?” ● “Always reach for the highest heights!” ● “Love this! I know a little girl who could come with me and would crush it!” Hard work pays off ● “This is why I push myself with you guys. ● “Nothing is impossible!” ● “Everything is possible. We give up nothing” ● Another example of why “can’t” should be erased from your vocabulary!! ● One person tagged a friend and said “I really have no excuses not to be there!” ● Look at the determination on the rope climbs! ● “Such determination” ● “I can’t doesn’t exist in our vocabulary!” ● “No excuses for my lazy ass! She is an awesome example!” ● “The faces she pulls show her determination… love it” ● “This is awesome and the next time burpees are programmed I will watch this before I complain about them” ● “Watching this, I will never say that I can’t make it through a WOD again” ● “No excuses for those that say they can’t. Love this!!” ● “Sport can defeat everything… bravo” ● “Kicking major ass!” ● “We have no excuses” multiple times ● “Lots of willpower” ● “Yas girl! Look at all that fight in your eyes!” ● “Kudos” ● “Wow! So much willpower” Pushback ● “No full extension on top of the Box...no rep” ● “Freak!” 71 Setting Theme The Box ● A Box, Adaptive CrossFit ● Mention of the CrossFit Games Open: “I first saw her go after it in the Open. I love her drive and determination. Truly inspiring” Table 5.6 focused on individual responses to footage of an adaptive athlete with cerebral palsy completing a CrossFit workout. This post in particular had a lot of engagement, with many people expressing support, admiration, and feelings of inspiration after viewing the video. Just as seen in the organizational content, emphasis is placed on supportive community and working hard to push one’s limits. The Box as a setting reinforces the idea that it is an open, accepting place for anyone regardless of physical ability. Many individuals tagged friends and offered their own interpretations of the video, finding it to be inspiring and full of determination. Table 5.7 References Organizational Post 7 Facebook Comments Theme Example Symbolic Cues / Chaining Out Character Theme Instructor as expert ● Many instances of people referencing the video to help others understand the difference between the exercises ● One reference to a Games athlete- “Camille clearly had a bounce on that in the Games!” Action Themes CrossFit is best measure of form and fitness ● One individual tagged a friend to look at the example, “so you can see the difference” ● One individual tagged a friend and said “For the next vocabulary test”, suggesting their local Box ● “Thanks for posting this, it shows really good form” 72 ● “Her form is amazing!” ● “Great demonstration” ● “This is the progression how i tach the jerk to my clients CrossFit is a community ● Many individuals tagging others ● “Start reminding you some exercise” ● One individual tagged a friend and said “Do you see the difference?” ● “Thanks for posting...people get these 3 mixed up all the time” ● One person said “why can’t I do the last one?”, to which their tagged friend responded “you can! #dontoverthink” ● “We could’ve done with this for last nights class ● One person tagged a friend and asked opinions on which they liked vs didnt like, with various responses ● One individual tagged a friend with the caption “little memo for your crossfit lexicon” ● A few mentions of working on these moves in their own Boxes ● “You’ll get better at it! You’re already getting there” Pushback ● “Y’all are going to hell” ● “This is so confusing” Setting Theme Instructional video backdrop ● “A good example of all three together” ● “Save the video and then study it!” Table 5.7 focused on individuals responding to footage of a tutorial on how to complete a rope climb. As seen in the organizational post content, individuals agreed with the CrossFit coach being seen as the expert on the technique, and as the CrossFitter in the video simulates the workouts, individuals in the audience are responding with grateful messages of support for helping them to improve their own form. Likewise, some used it as motivation for their own workouts, tagging friends and extending the content further online. Table 5.8 References Organizational Post 8 Facebook Comments Theme Example Symbolic Cues / Chaining Out Character Theme Coach framed as the “expert” in the room ● “Good tutorial” ● “Very well explained!” ● “Thanks for this” 75 ● “Yep, all while they promote "The Murph" which is a physical workout routine developed by a now-deceased Navy SEAL (May he forever backstroke in peace). Oh the irony!! LOL” ● “I guess the Coast Guard isn’t included? The PFT doesn’t prepare you for the unexpected like Crossfit does…” ● “Have fun trying to get an LOD when tendinitis sets in.” Setting Theme On base ● One conversation surrounding deployments and volunteering for missions ● “That’s actually west point in the background despite having the AF comm.” Table 5.9 focused on the CrossFit Commander’s Cup series, in which military members complete various workouts to claim the top prize. There is an emphasis in the comments on the connection between military service and CrossFit community. Just as there is competition between the branches of the armed forces, there is competition within the Box as members of one community come together to try and best one another. This video had a small number of negative comments, some focused on military service and what branches are included in the competition. Many veterans tagged one another in the video in order to share their thoughts and extend the military content. Table 5.10 References Organizational Post 10 Facebook Comments Theme Example Symbolic Cues / Chaining Out Character Theme Adam and trainer Stephanie as hero/inspiration ● The trainer commented “Thank you CrossFit for sharing this! It’s hard to put into words how special it has been being apart of Adams fitness journey!” ● “ this video made my day as a mom of a child on the spectrum. Kudos to u” ● “ this is amazing! I’m a social worker and love crossfit. Have always felt crossfit would benefit the sensory needs of people with Autism. Would love to know more!” ● “Special guy doing big things!” ● “How amazing I love this way to go Adam and Stephanie how encouraging!!!” ● “This is so awesome” 76 ● “So amazing” ● “Way to go Adam! Keep up the great work” ● Many variations of “way to go Adam”, and praise for Stephanie ● “I love this so much!!!” Action Themes CrossFit is for everyone ● Trainer commented” Adam is really enjoying it! It’s a dream come true when fitness can be fun!!” ● One individual tagged a friend, who responded “I totally can see how this would help Ricky regulate. He needs resistance and doing heavy work to slow down his overloaded sensory system.” ● Love this! I have a son with autism, he has been doing home CrossFit workouts for almost a year. Have seen a difference in his regulation and moods CrossFit best measure of fitness ● “I have a child on the autism spectrum. This made my day to watch this child with a big smile on his face killing his workout. It’s functional fitness” Crossfit is a community ● Many individuals tagging others in the comments ● The trainer is tagged in the comments, and she responds “I think I’ve learned more from these athletes than I’ve taught them” ● “We will have to look into this! Thanks for sharing!” ● “I’m not crying you’re crying” ● “I can always count on the Crossfit FB page for some daily motivation and good news. Setting Theme The Box ● Adam is seen working out in a Box that works with individuals with autism, identified in the caption as CrossFit O'Fallon. Table 5.10 focused on an adaptive athlete, Adam, who has autism. Footage of him working out in the Box prompted a lot of engagement online, with the message of adaptive athletes as heroes and CrossFit being a community for everyone. The trainer herself even engaged in the comment thread, thanking the CrossFitters for their support online. Again, the Box serves as the setting as a blank slate where others can achieve goals. Considering all of the posts and their comments, it is evident that there is evidence of symbolic convergence. Fantasy types, or fantasy themes that are widely understood across a 77 variety of audiences, include various CrossFit values. From a focus on working hard to achieve maximum results to building a supportive community, the content found in CrossFit media suggests the creation of rhetorical visions and strong symbolic understanding. In the following discussion, I will attempt to identify the rhetorical vision with the content found in analysis. With the fantasy themes found in the analysis I will place these rhetorical visions in context and provide an analysis of how the rhetorical visions reflect the values and beliefs of CrossFit. Discussion Now that the fantasy themes present in the CrossFit organizational website, its corresponding Facebook posts, and the community responses have been identified in analysis, it is important to look at how rhetorical visions were constructed as a result of the fantasy themes. The fantasies all come together to create the rhetorical vision, suggesting an overall picture of what CrossFit culture values and how it establishes reality. In the case of CrossFit’s home page corresponding Facebook posts, there were three main rhetorical visions that were coordinated through official media and chained out by community members. The various fantasy themes and types converged into a common symbolic reality called the rhetorical vision. The rhetorical vision, as discussed earlier, is the ultimate goal of discourse within a community. The goal is to create a symbolic convergence, an understanding of how to view the world through that vision. When the organization and community members combine their messages, they create “a composite drama that catches up people into a common symbolic reality” (Cragan & Shields, 1992, p. 201). The five elements of a rhetorical vision are dramatis personae, plotline, scene, sanctioning agent, and master analogue. For the CrossFit community, the rhetorical vision can be referenced by the various symbolic cues. While sagas revolve primarily around the CrossFit Games and the heroes at the 80 intensity is a sanctioning agent as it leans into the value of hard work and being willing to sacrifice to create results. Just as Terry, Hogg & White’s research suggested, strong identification with a group leads to adoption of norms such as valuing hard work (Terry, Hogg & White, 1999). The scene is the Box, in which all of the hard work takes place. Examples were found in videos and comments for posts 1, 2, 3, 8, 9 and the website. CrossFit is a community The third rhetorical vision was a sense of community and accountability within CrossFit. Again, the scene of the Box as a place of connection and support was prevalent in the discourse, with an emphasis on openness and that CrossFit is for anyone and everyone. The website explained that all workouts could be customized to individual skill level, and the pregnancy video spoke to the community that women can feel in the Box by saying that their workouts are inspirations and examples of succeeding despite circumstance. This can also be seen through support for adaptive and elderly athletes as well. Dramatis personae here focused on coach/mentor relationships, the sense of teamwork, and individual CrossFitters taking on one identity together through the WOD. The Box workouts are where the connections happen and where people feel most themselves, the scene in which CrossFitters follow the plotline of developing those relationships. These can range from daily workouts to cheering each other on. The sanctioning agent is, once again, the self and the Box. The Box as a community and a space offers a sense of connectedness and social identification (Terry, Hogg & White, 1999; Tajfel & Turner, 1979). individuals used language describing CrossFit as “emotional”, and “just what I needed”, some going as far as to say that CrossFit is their “family.” In this way, both self- expectations of having a certain level of intensity and the Box serve as a way to legitimize the 81 rhetorical vision. As seen in Bailey, Benson, & Bruner’s research (2017), community serves as a sense of pride for the group through connection. Examples found in videos and comments for posts 2, 3, 4, 5, 6, 8, 9, 10 and the website. Rhetorical Visions The master analogue of the rhetorical visions was demonstrated in the organizational videos. As a reminder, master analogue refers to the overall structure that the vision resides in. The organizational videos focused on two types of master analogues: pragmatic or social in nature. Pragmatic master analogues rely on practicality to be accepted for success of a rhetorical vision, and these are demonstrated in instructional videos. Social master analogues focus more on interaction and communication, shown in inspirational videos and aspirational videos. Instructional videos include organizational posts 7 and 8, as each of these videos included specific instruction on how to complete a CrossFit move to organizational expectations. These exist as examples of CrossFit’s standards, and the comment sections were filled with individuals tagging friends to show them the proper form of a move. The pragmatic concept of what must be done in order to achieve success is clearly articulated. Organizational videos representing the inspirational aspect of the social analogue included posts 4, 5, 6, and 10, as each of these videos showcased individuals overcoming obstacles in order to reach their CrossFit goals. From completing workouts while pregnant to working in the Box, regardless of a physical or mental disability, all of these videos served as inspirational material for the CrossFit community. The Facebook comments were full of support from the community, as well as many comments about feeling inspired and the general sense of “no excuses” after viewing the footage. As seen in the Belger (2012) and Murphy (2012) research, personal experiences and narratives impact the sense of human connection. These 82 videos are not only inspiration for working harder at CrossFit, but also proof that hard work should “overcome” issues in ability. Regardless of how realistic these standards may be for others in the community, the stories in the videos provide a space for support and admiration. Organizational videos supporting the aspirational aspect of the social master analogue included posts 1, 2, 3, and 9, as these videos are largely examples of what individuals in the CrossFit community can strive to be like and can work to emulate. Just as Tajfel & Turner (1979) suggested, the idea of an “in” vs “out” group comes into play here, with CrossFitters as an “us”, and everyone else as the “other.” Tia-Clair Toomey is one of the “Fittest On Earth,” a champion of the Reebok CrossFit Games, so her video serves as a visual representation of a CrossFit hero. Watching her succeed can give “regular” CrossFitters (that is, CrossFitters who are not trying to become professional CrossFit athletes) motivation to work harder in the Box. These videos serve a different purpose than the inspirational videos in that they are less about overcoming obstacles and more about pushing yourself harder towards a personal goal. The idea is not that you are pushing through a disadvantage to succeed, but that you are pushing towards the goal of improving your base physical performance. The Facebook comments often expressed awe and a sense of pride for the success of CrossFitters and an aspiration to be more like those who were thriving in the community. Symbolic cues are the words, phrases, and nonverbals that have special meaning for a group, offering a shortcut to the rhetorical vision as a whole by immediately putting an individual in the CrossFit mindset. CrossFit key symbolic cues included the following: fitness, Box, intensity, community, accountability, and WOD., These cues also serve as an instigator for action, inviting the audience to participate in CrossFit culture through reality construction, 85 using the platform as a social network because they do not have access to a Box locally. As such, the Facebook platform fills the void that sometimes occurs in real life; even if somebody does not have a lot of friends that go to a Box close by, she can connect with other CrossFit fans online through the Facebook comments. Seen in the variety of languages represented in the Facebook comments, CrossFit is a global organization with converts from Spain to Mexico, Italy to America. Although CrossFitters are separated geographically, their interests and passion for CrossFit can bring people from across the world to the same space. Just as Heywood’s (2015) research suggested, digital media plays a significant role in CrossFit’s successful connection to the community. As anticipated, CrossFit puts forth a certain image through the content that they promote on their website, encouraging conversation from their publics. Computer-mediated communication can act as a CrossFit support system for these individuals as they share stories, experiences, and opinions. In this way, the Box can be represented online by the various individuals engaging in and sharing the themes that establish CrossFit vision. While CrossFit physically centers itself in the Box, symbolically it extends far beyond that, and social media facilitates the opportunity for the rhetorical vision to spread beyond the physicality of the Box. My research echoes that of others regarding the impact of social media to provide social support and to join groups of mutual interest (Gonzales and Hancock, 2011;, Hajli et. al, 2015; Qiu, Lin, Leung, & Tov, 2012). While CrossFit is open to a diverse audience, it is not for everybody in terms of pricing. The sheer cost of the program is a hindrance to certain people, and it establishes a very specific community. Largely, individuals who engage in workouts at a Box have the time and funds to complete the Rx, the workout as “prescribed” by the CrossFit coaches. As a result, while people may see CrossFit and be intrigued, the financial aspect may be a hurdle that some cannot 86 overcome. In this way, the online communities exist to offer individuals the sense of diversity and connection to others that they may not get to experience in reality. Due to these online opportunities, people can still live the CrossFit lifestyle because the rhetorical vision plays out online as well as in person. As supported by the Crockett and Butryn (2018) research described previously, the Box is a high cost environment, so this may shift the perceived notion that the Box is conceived as essential. In fact, the cost and time commitment might hinder those who need the added accountability of the Box, but it does not necessarily deter an individual willing to do the hard work to join the community. This shows again the feelings of inspiration to do better, and aspirations for future success. In sharing CrossFit values and vision, the online community offers everyone the chance to live the CrossFit lifestyle, because the rhetorical vision plays out on line as well as in person. In this way, the Facebook posts about affirmations and inspirations also reflect Berkmann’s definition of social support (Berkmann, 2000). With the conclusion of this project brings an illumination on certain aspects that can be approved upon in the future. One limitation of the study is that fantasy theme analysis has numerous, sometimes confusing, terms. Evidence of this was found during the review of previous literature and was evident in this paper as well. The language of the method can be confusing to many, as there is a distinction between fantasy theme vs. fantasy type, for example. All of these terms may be difficult not only for the researcher to clearly communicate, but also for the reader to track them and their hierarchy. Other methods may provide further insight into the culture of CrossFit and its creation of reality; however, the method chosen was successful in offering insight into how group consciousness was created. Secondly, in the time between the collection of the Facebook posts and comments and completion of the analysis, CrossFit revealed a rebrand of their official website. This new 87 website removed the previous introductory page, including some content that was included in analysis. In order to circumvent this issue, I used my own screenshots of the content as well as a backup of the original website. In the future, it would be beneficial to analyze the new CrossFit website in comparison to the old website to see how the content may have changed. Other than one video, there was a small amount of pushback in the comments for several of CrossFit’s Facebook posts (see Table 4.1, 4.2, 4.6, 4.7, 4.8, 4.9). These posts all allowed a little bit of pushback to happen, but there was little direct hostility towards CrossFit as an organization. Only in Post 5.1 do arguments appear in the comment section, concerning drug use. This can either suggest that the comment section is simply largely composed of individuals who love and support CrossFit, or the page is monitored and this thread was left in because the “criticism” is more focused on individuals rather than at CrossFit as an organization. Finally, the sheer amount of content surrounding CrossFit was overwhelming. From their own website to the dozens of Facebook posts and comment threads, there were thousands of examples to choose from. In the future, other methodologies may benefit by looking for overarching themes in consistency of certain content, while this thesis serves as a more in-depth analysis of specific examples representing a holistic view. When these messages motivate individuals to feel a certain way, such as the adaptive athlete videos “inspiring” the viewer, the audience is moved to act in response to these perceived meanings. In this way, the fantasy theme chains out as individuals watch the video and feel compelled to comment on the Facebook page about their own experiences and feelings of motivation and inspiration. Likewise, the videos and stories may inspire a viewer to feel that the program is worth the cost after all. Through multiple messages that represent key fantasy themes, people come together to participate symbolically in a commonly shared reality called the 90 Bishop, R. (2003). The World’s Nicest Grown-Up: A Fantasy Theme Analysis of News Media Coverage of Fred Rogers. 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