The Butterfly effect: An impact of materials related to anorexia in audiovisual media

Abstract

Background. Anorexia is an eating disorder, which affects 14/100 000 people each year. Currently, influence of social media contributes to promoting anorectic behavior. Despite of increasing number of pro-ana websites, the scale of phenomenon were not studied. Objectives. The aim of this study is the assessment of methods used to present anorexia in audiovisual media and social reactions evoked by delivered content. Material and methods. Data used in study included 150 videos submitted to YouTube in 2009-2017 and classified as promoting anorexia (n = 75) or as educational materials (n = 75). Videos were assessed for technical aspects, content and dynamics distribution (comments, like ratio and views number). Results. In both groups of audiovisual materials, women were the authors of 96% videos. Despite of higher views number in educational materials, both pro-ana and educational materials did not significantly differ in like ratio (p = 0.11). Significant difference was observed in presentation of content (p < 0.05). 93.3% authors of pro-ana videos have previously published pro-ana or suicidal content on their channel. Moreover, 75% comments for pro-ana videos were related to the willingness to join pro-ana groups. Conclusions. Regardless of significant differences in content presentation and views number, both pro-ana and educational materials, are characterized by similar dynamics of social reactions. Obtained results confirm problem of promoting anorexia through modern social media and suggest possibility of using social media as a tool in work with anorexia patients.