Indonesia Conference Directory

Abstrac A fitness center called Elise Ladies Gym is specifically aimed for female consumers. The owner acknowledges there is a special need for women especially those who wear hijab to have exclusivity, so they can do their exercise comfortably without being seen by men. But in reality this fitness center then uploads various photos and videos of the activities of its customers while they are exercising at some social media for advertisment purposed. So that ultimately the privacy they have been promised before actually not fulfilled. The purpose of this paper is to see how women interpret their body shape and how the discipline of a woman body mecanism happend in the case of ladies gym. This research also looks about how social media plays its role in this mechanism process. This research use a qualitative research method of obtaining data through observation, and interviews. In this study it was concluded that women have the desire to have an ideal body shape. This self disciplinary process is carried out like a closed trainning camp. Institution is one of the perpetrators of this thinking, but on the other hand it is actually only used as a marketing trick. The economic benefits are then obtained by inculcating this engagement through conventional mass media and social media.