TikTok har blivit en populär plattform under de senaste åren, särskilt bland unga kvinnor. Tidigare forskning har visat att med användningen av sociala medier, särskilt visuella plattformar som TikTok, kan påverka mental hälsa hos kvinnor. TikToks algoritm översvämmar användare med riktat innehåll som fokuserar på utmaningar och trender relaterade till utseendeförändringar genom kosten, träning och försköningsfilter. För unga kvinnor kan detta leda till ökad oro över kroppen och försämrad mental hälsa. Denna studie syftar till att undersöka innehållet som publiceras på TikTok och dess potentiella inverkan på mental hälsa. En kvantitativ enkätundersökning genomfördes för att undersöka unga kvinnor i åldrarna 15-25 år och deras attityder till TikTok och kroppsideal. Genom en kvalitativ tematisk videoanalys av hashtaggen #bodypositivity identifierades strukturer för hur kroppspositivitet framställs på plattformen. Studien har funnit både negativa och positiva effekter av applikationen och vilket innehåll användarna exponeras för i relation till kroppspositivitet. Det framkom att hashtaggen #bodypositivity ibland kan missbrukas. Användarna har en viss grad av kontroll över vilket innehåll de konsumerar, vilket påverkar deras upplevelse och känsla av plattformen. Trots medvetenheten om detta har användare emellertid ibland svårt att distansera sig från negativa påverkningar och fortsätter att exponera sig för innehåll som påverkar dem negativt. / TikTok has become a popular platform in recent years, especially among young women. Previous research has shown that the use of social media, especially visual platforms such as TikTok, can affect the mental health of women. TikTok's algorithm floods users with targeted content that focuses on challenges and trends related to appearance changes through diet, exercise and beautification filters. For young women, this can lead to increased anxiety about the body and deteriorating mental health. This study aims to examine the content posted on TikTok and its potential impact on mental health. A quantitative survey was conducted to investigate young women aged 15-25 and their attitudes towards TikTok and body ideals. Through a qualitative thematic video analysis of the hashtag #bodypositivity, structures were identified for how body positivity is presented on the platform. The study has found both negative and positive effects of the application and the content the users are exposed to in relation to body positivity. It emerged that the hashtag #bodypositivity can sometimes be misused. Users have a certain degree of control over what content they consume, which affects their experience and feel of the platform. However, despite awareness of this, users sometimes find it difficult to distance themselves from negative influences and continue to expose themselves to content that affects them negatively.

This thesis is investigating how consumers’ attitudes on fashion advertisements are affected by the models featured in the advertisements, with the consumers’ own body size being taken into consideration. The topic for the thesis was formed when conducting a thorough literature search, which revealed a gap in research. My study considers consumer behavior in marketing, specifically in digital advertising, which in this case is Instagram. My study aims to identify which model body size is the most suitable and effective one when seeking to target plus-size versus skinny consumers, focusing on the female Generation Z of Finland. Ultimately, my thesis strives to help companies in attracting their desired customer base by creating positive attitudes within the consumers, which can consequently lead to increased purchase intentions. This thesis features the characteristics of a deductive, quantitative, explanatory and cross-sectional study. The data is gathered from 82 female respondents in Finland, within the age range of 18 to 27. A survey is designed to measure their attitudes towards advertisements that feature plus-size models, versus advertisements that feature skinny models. Respondents rate their attitudes towards various Instagram advertisements, and additionally choose whether they identify themselves more with a skinny or plus-size body. The results are analyzed through the Interaction term on Repeated measures ANOVA. With significance found, I proceeded to analyze it further with Post Hoc, which then revealed six new hypotheses to examine. The results of the analysis showed some significant changes between the attitudes of skinny respondents and plus-size respondents. Plus-size respondents showed more positive attitudes towards plus-size models than they did towards skinny models. Equivalently the skinny respondents had a more positive attitude towards skinny models than they did towards plus-size models. This is consistent with previous literature regarding perceived similarity and women wanting to see female portrayals in advertisements that they can personally relate to. Additionally, skinny models caused more negative attitudes in plus-size consumers, and plus-size models caused more negative attitudes in skinny consumers. Fashion industry has received a lot of criticism for their use of thin and highly attractive models, but these results give some evidence and understanding to the statement that skinny models are still effective in advertising. However, this seems to only be the case when marketing for skinny consumers. When considering the plus-size consumers, their attitude was more positive towards plus-size models. That being the case, my study suggests that fashion companies should firstly determine their main target group, and whether it is skinny consumers, or plus-size consumers. Secondly, their marketing strategies should be planned accordingly, by casting the models suitable for the target group.

Syftet med studien är att genom en semiotiskt bildanalys och genusvetenskaplig ansats undersöka hur det kroppspositivistiska bikiniföretaget Elsa and Rose Swimwear framställer kvinnan i sin marknadsföring på Instagram. Då tidigare forskning kring kvinnlig framställning i reklam till stor del fokuserat på endast kroppsstorlek och attraktivitet har vi valt att inkludera analysverktyg som pose, gaze, samt etnicitet och hud. Detta för att bidra med ny kunskap om kvinnlig framställning inom reklam och sociala medier. Genom att studera sju bilder, som alla publicerades under 2018, på Elsa and Rose Swimwears Instagram-konto har vi undersökt hur kvinnan framställs, samt om och hur denna framställning av kvinnan skiljer sig från den normativa kvinnan som vanligtvis syns i media. Studiens resultat visar att ingen av de sju bilder som ingick i analysen demonstrerar “den perfekta kvinnan”, som vanligtvis syns i medier och reklamsammanhang. Ingen av kvinnorna i bilderna innehar alltså alla normativa attribut, som till exempel både en extremt smal kropp och perfekt hud. Bildernas huvudsakliga syfte är således inte att marknadsföra sina produkter med hjälp av normativa kvinnokroppar, utan att genom sin marknadsföring även sprida budskap om att alla kroppar är värda att synas i media, oavsett storlek, hudton och utseendemässiga attribut. Slutligen sänder kvinnorna huvudsakligen signaler av självsäkerhet och kontroll genom sina blickar och poseringar, vilket demonstrerar deras medvetenhet om åskådaren. Resultatet i den här studien visar således att det kroppspositivistiska bikiniföretaget Elsa and Rose Swimwears huvudsakliga framställning av kvinnan skiljer sig från den traditionella och normativa kvinnan som vanligtvis syns i media. / The purpose of the study is to, through semiotic analysis and gender theory, investigate in which way the body-positive bikini company Elsa and Rose Swimwear is representing women in their Instagram marketing. Since earlier research on female representation in advertising is largely focused on body size and attractiveness, we have in this study chosen to include analysis tools such as pose, gaze, as well as ethnicity and skin. This will contribute to new knowledge on female representation in commercials and on social media. By studying seven images, all posted in 2018, on Elsa and Rose Swimwear's Instagram account, we have investigated how women are represented as well as whether and how this representation differs from the normative female image usually seen in media. The result of the study shows that none of the seven images included in the analysis display "the perfect woman" that is usually seen in media and advertising. None of the women in the pictures possess all the normative attributes, such as both an extremely thin body and perfect skin. We find that the main purpose of the images is not to for the company to market their products with normative women's bodies, but rather market their products while spreading a message saying that all bodies are worth being seen in media, regardless of size, skin tone and appearance. Finally, the women in the pictures communicate self-confidence and control through their gazes and poses, and therefore demonstrating their consciousness of the observer. The result of the study shows that the body-positive bikini company Elsa and Rose Swimwear's main representation of women differs from the traditional and normative female image.

No description available.

Den här studien undersöker hur kvinnor upplever och tolkar hur kvinnokroppens representation i sociala medier påverkar deras självkänsla och psykiska hälsa. Genom en översikt av tidigare forskning, intervjuer med sex kvinnor i åldern 20-30 år samt tillämpning av social inlärningsteori och receptionsforskning, syftar vi till att ge en nyanserad insikt i detta viktiga samhällsproblem och ge läsarna en stark teoretisk grund för att förstå problemet. Kombinationen av social inlärningsteori och receptionsforskning ger oss möjlighet att få en nyanserad förståelse för hur publiken tolkar och interagerar medieinnehållet, detta genom att använda oss av begrepp som bland annat aktiv publik, mediebruk, inlärning och modellering. Resultaten av studien visar att sociala medier kan ha en negativ påverkan på hälsa och självkänsla på grund av den utbredda förekomsten av orealistiska skönhetsnormer och den konstanta jämförelsen med andra. Detta kan vara skadligt och i en del fall leda till ätstörningar. Vårt resultat visar också på att det finns positiva aspekter av sociala medier som kan främja en hälsosam självbild, såsom möjligheten att få tillgång till kropps-positivistiskt innehåll. / This study examines how women perceive and interpret the representation of the female body on social media and its impact on their self-esteem and mental health. Through a review of previous research, interviews with six women aged 20-30 years, and the application of social learning theory and reception studies, our aim is to provide nuanced insight into this important societal issue and give readers a strong theoretical foundation for understanding the problem. The combination of social learning theory and reception studies allows us to gain a nuanced understanding of how the audience interprets and interacts with media content, using concepts such as active audience, media use, learning, and modeling. The results of the study show that social media can have a negative impact on health and self-esteem due to the widespread prevalence of unrealistic beauty standards and constant comparison with others. This can be harmful and, in some cases, lead to eating disorders. Our findings also highlight that there are positive aspects of social media that can promote a healthy self-image, such as access to body-positive content.

No description available.

Магистерская диссертация посвящена изучению оценочного содержания нового для русского языкового сознания концепта «бодипозитив». Работа содержит обобщение социологических, психологических и лингвистических исследований бодипозитива. Описана оценочная интерпретация феномена бодипозитива на основе метаязыковых комментариев, дефиниционных предложений и предложений другого типа. В газетных и журнальных контекстах со словом бодипозитив доминирует негативная оценка. На основе результатов анкетирования студентов УрФУ выявлено психологически реальное значение слова бодипозитив, составлено ассоциативное и паремиологическое поле концепта, отражающие противоречивое отношение к данному явлению. / The master's thesis is devoted to the study of the evaluative content of the concept " body positivity", which is new for the Russian language consciousness. The work contains a generalization of sociological, psychological and linguistic studies of body positivity. An evaluative interpretation of the body positivity phenomenon based on metalanguage comments, definitional sentences and other types of sentences is described. In newspaper and magazine contexts, the word «body positivity» is dominated by a negative assessment. Based on the results of a survey of UrFU students, the psychologically real meaning of the word «body positivity» was revealed, an associative and paremiological field of the concept was compiled, reflecting a contradictory attitude to this phenomenon.