Social media and body acceptance – the body positive movement on Instagram

Abstract

This article is an attempt to show the fundamental role of social media in promoting the body positive movement on the example of one of the most popular portals - Instagram. The purpose of the considerations is to present how Instagram contributes to the acceptance of one’s own body by its users and how this movement is presented in social and commercial advertising on this medium. The qualitative analysis was carried out on selected social campaigns and commercial campaigns of well-known fashion and cosmetics brands, which sparked a lively discussion among the public. These considerations may contribute to further media studies in this direction, especially on the body neutrality movement, which is a response to the body positive movement.