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Research has suggested that Instagram is detrimental to one’s body image and health, as a result of its image-driven nature and the social comparisons that are commonly made between users’ bodies and the bodies they see portrayed. This study was designed to provide a better understanding of the effects of thin and fat body types portrayed in Instagram posts. This was done by examining how such body type portrayals influence attention to the posts, in addition to influencing outcomes such as body dissatisfaction and appearance management behavioral intentions. A total of 309 college students viewed 30 Instagram posts in an online experiment with a 2 (portrayed body type: thin vs. fat) X 15 (message repetition) within-subjects design. The findings indicate that thin-body portrayals increase audience self-reported attention to the posts and state body dissatisfaction, but female users who self-perceive themselves as fat report a similar level of attention to the posts regardless of portrayed body types. Additionally, Instagram use (defined as the number of photos users personally post) is found to moderate the effects of the body portrayals.

Effects of Instagram Body Portrayals on Attention, State Body Dissatisfaction, and Appearance Management Behavioral Intention