Are diverse models really non-idealized? Investigating body positivity public feed posts of fashion and beauty brands on instagram

Abstract

Research increasingly explores body positive (BoPo) messaging and diverse model representation in advertising. Fashion and beauty brands are incorporating diverse models in traditional media to address criticisms of promoting narrow appearance ideals, yet their social media communications remain understudied. This content analytical study (n = 460 models, 16 brands) analyzes BoPo messages and diverse model representation in fashion and beauty brands’ Instagram posts. Variations according to the brands’ reputation, posts’ framing, and posts’ popularity were considered. Results showed that although diverse models appeared to be prominently featured in the brands’ Instagram posts (71.50 %; n = 329), the majority of these posts displayed only one aspect of diversity. Racial diversity was the most represented diversity trait (76.29 %, n = 251), while body (32.80 %, n = 151), facial (12.10 %, n = 38), and generational diversity (22.50 %, n = 73) were limited. The sexualization frame (88.70 %, n = 408) prevailed over the empowerment frame (32.40 %, n = 149). Positive changes were noted with the empowerment frame significantly relating to the representation of diverse models. Yet, this study also highlighted that such positive messages still co-occur with negative messages as an empowerment frame co-occurred with a highly prevalent sexualization frame.