This chapter explores shifting social media and self-tracking sharing and performative etiquettes over time, including practices of both technological compulsions and ‘addiction’ (Dong and Potenza, 2014; Alter, 2107; He et al, 2017), as well as the complexities around narratives and practices of digital detoxing (Kent, 2020a). Through analysis of the empirical data (interviews, reflexive diaries and online content), this chapter examines how and why users digitally detox from self-tracking (devices) and social media platforms for a time or indeed quit them altogether. This chapter presents users’ perceived burdens of self-tracking and the self-regulation promoted by these technologies: how they can become emotionally detrimental to users’ sense of wellbeing, mental and physical health. It is through the ubiquity of mediated identity that individuals represent and mould their diets and bodies to the desired aesthetics on social media (Kent, 2020b) and become self-proclaimed disciples of ‘health’ (Kent, 2018). This chapter looks at these practices in detail, from users becoming ‘lay experts’ of health in their striving for health knowledge, to the technical issues they can face during this self-policing knowledge cycle, to related compulsive practices and ‘addictive’ behaviours, to burdens of being a health disciple and practices of digital detox. We begin with a detailed definition of a health disciple.

Health ‘disciples’

Being a ‘disciple’ of health means capturing and sharing health-related content simultaneously, which over time becomes both a conscious and an unconscious desire. The focus on ‘healthiness’ dominates these users’ everyday lives; even if they are not able to maintain ‘healthy’ behaviours, health disciples genuinely identified with being a healthy person due to past self-tracking and representational behaviours.