Consumer opinion on social policy approaches to promoting positive body image: Airbrushed media images and disclaimer labels.

Nicole Paraskeva,Helena Lewis-Smith,Phillippa C Diedrichs

doi:10.1177/1359105315597052

Nicole Paraskeva, Helena Lewis-Smith + Show 1 more

Open Access

https://doi.org/10.1177/1359105315597052

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Abstract

Disclaimer labels on airbrushed media images have generated political attention and advocacy as a social policy approach to promoting positive body image. Experimental research suggests that labelling is ineffective and consumers' viewpoints have been overlooked. A mixed-method study explored British consumers' ( N = 1555, aged 11-78 years) opinions on body image and social policy approaches. Thematic analysis indicated scepticism about the effectiveness of labelling images. Quantitatively, adults, although not adolescents, reported that labelling was unlikely to improve body image. Appearance diversity in media and reorienting social norms from appearance to function and health were perceived as effective strategies. Social policy and research implications are discussed.

Highlights

Governments, politicians, health professionals, researchers and advocacy groups have increasingly acknowledged poor body image as a public health issue requiring individual- and macro-level intervention (Paxton, in press)
The majority of participants reported that airbrushed images have a negative impact on body image (Girls: 74.1%, Women: 86.2%, Boys: 43.9%, Men: 74.4%) and this finding was consistent across gender and age groups
Adolescents’ rankings (1-6, where 1 is most helpful) of the six strategies split by gender were as follows; (a) to see people with different body shapes, sizes and appearance in the media (Girls:1, Boys:4), (b) to label airbrushed images in the media (Girls:2, Boys:4), (c) to learn about body image in schools (Girls:3, Boys:1), (d) to provide more support services in schools for young people with body image concerns (Girls:4, Boys:3), (e) to make healthy eating a priority in school (Girls:5, Boys:5), and (f) to learn about the importance of exercise and sport in schools (Girls:6, Boys:2)

Summary

Introduction

Governments, politicians, health professionals, researchers and advocacy groups have increasingly acknowledged poor body image as a public health issue requiring individual- and macro-level intervention (Paxton, in press) Underpinning this stance is evidence that body dissatisfaction is prevalent in Western societies, affecting children, women and men across the lifespan (Bucchianeri et al, 2013; Jankowski et al, 2014). Despite an increasing focus on social policy approaches to promoting positive body image, and that public support is often critical to their uptake and success (Puhl et al, 2014), consumer opinion on this type of intervention has largely been neglected We address this gap by investigating consumers’ opinions on labelling media images with airbrushing disclaimers, which is a commonly advocated social policy approach to addressing body image (Paxton, in press). Advocates argue that labelling airbrushed images with a disclaimer may reduce the negative effects of exposure to unrealistic media images on consumers’ body image

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