To examine how social media influencers aid in the growth of the wellness industry while simultaneously reifying dangerous existing ideologies, we conducted a thematic analysis of TikTok videos created by a social media influencer during her time at a popular wellness tourism retreat known as The Ranch Malibu. In the findings, we outline how wellness tourism discourse promotes extreme dieting, the moralization of health, and elitism, all outcomes in line with previous studies explicating the dangers of both contemporary and historical wellness rhetoric. We argue that the sharing of wellness tourism content on social media platforms results in the spread of dangerous beliefs alongside health misinformation at a much faster pace than in decades prior. Therefore, we encourage communication scholars to examine wellness tourism discourse on social media platforms as a novel research area within the growing fields of digital health communication, rhetoric of health and wellness, and public health.

中文翻译：

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马里布牧场：在 TikTok 上运营健康旅游


为了研究社交媒体影响者如何帮助健康产业的发展，同时具体化危险的现有意识形态，我们对一位社交媒体影响者在一个名为 The Ranch Malibu 的热门健康旅游度假村期间制作的 TikTok 视频进行了主题分析。在研究结果中，我们概述了健康旅游话语如何促进极端节食、健康道德化和精英主义，所有结果都与之前解释当代和历史健康言论危险的研究一致。我们认为，在社交媒体平台上分享健康旅游内容导致危险信念和健康错误信息的传播速度比几十年前快得多。因此，我们鼓励传播学者将社交媒体平台上的健康旅游话语作为数字健康传播、健康修辞以及公共卫生等不断发展的领域中的一个新的研究领域。