RESUMO
Previous health communication research has demonstrated the negative psychological and health effects of depicting thin-sized models in mass media advertisements including on social media sites such as Instagram. However, gym advertisements are one common source for the presentation of lean and thin-sized models on Instagram. Therefore, the current study guided by social comparison theory and signaling theory aimed to experimentally examine the effect of thin-sized models relative to plus-sized models as well as slogan-type (health and wellness versus physique-based) on women's appearance comparison, body satisfaction, perceived gym fit, and intentions to join the gym. A sample of 217 undergraduate students who identified as women were randomly assigned to one of four Instagram gym advertisement conditions varying in model body-size and slogan-type. Appearance comparisons, perceived gym fit, and intentions to join the gym were measured post advertisement exposure and body satisfaction was measured pre-and-post advertisement exposure. As expected, exposure to Instagram gym advertisements featuring thin-sized models resulted in greater appearance comparisons and lower body satisfaction than exposure to Instagram gym advertisements featuring plus-sized models. Moreover, the combination of plus-sized models with health and wellness slogans in Instagram gym advertisements resulted in greater gym fit perceptions although there was no effect of model body-size and slogan-type on intentions to join the gym. This study supports social comparison theory, signaling theory, and practically the findings indicate that Instagram gym advertisements that depict plus-sized models (versus thin) with health-and-wellness slogans (versus physique) generate fewer body image concerns and lead to greater gym fit perceptions.
RESUMO
To counter the negative effects of viewing unrealistically thin and attractive models in beauty and fashion advertisements, some companies depict women with larger bodies in their advertisement campaigns. Previous experimental evidence suggests women may feel more satisfied with their own bodies immediately after viewing advertisements featuring these models. The current study aimed to extend these findings by examining the moderating role of trait body discrepancies and the presence of objectifying advertising slogans in advertisements. A sample of 202 undergraduate students who identified as female viewed advertisements depicted on Instagram that varied in the model's body size (thin or plus-size) and slogan type (objectifying or empowering). Body satisfaction and actual-ideal body discrepancy were measured. As expected, the body size of the model significantly improved women's body satisfaction and this effect was moderated by participants' actual-ideal body discrepancy. No effects for objectifying slogans (versus empowering slogans) featured in the advertisements were discovered. The implications for these findings are discussed.
Assuntos
Publicidade , Imagem Corporal , Beleza , Feminino , Humanos , Satisfação Pessoal , Poder PsicológicoRESUMO
The purpose of this study was to examine the predictors and consequences associated with Instagram selfie posting. Thus, this study explored whether body image satisfaction predicts Instagram selfie posting and whether Instagram selfie posting is then associated with Instagram-related conflict and negative romantic relationship outcomes. A total of 420 Instagram users aged 18 to 62 years (M = 29.3, SD = 8.12) completed an online survey questionnaire. Analysis of a serial multiple mediator model using bootstrapping methods indicated that body image satisfaction was sequentially associated with increased Instagram selfie posting and Instagram-related conflict, which related to increased negative romantic relationship outcomes. These findings suggest that when Instagram users promote their body image satisfaction in the form of Instagram selfie posts, risk of Instagram-related conflict and negative romantic relationship outcomes might ensue. Findings from the current study provide a baseline understanding to potential and timely trends regarding Instagram selfie posting.