Seeing the beauty in everyday people: A qualitative study of young Australians’ opinions on body image, the mass media and models

While governments have called for greater body size diversity in media imagery to promote positive body image and prevent disordered eating, the fashion and advertising industries often argue that average-size models do not appeal to consumers. Focus groups were conducted with 76 young Australian women and men to provide a previously neglected consumer perspective on this debate. Thematic analysis identified dissatisfaction with the restricted range of body sizes, and the objectification of women, in media imagery. Participants indicated a desire for change and positive reactions to average-size models in advertising, but also suggested barriers to their increased use, including concerns about the promotion of obesity. The results suggest that there is some consumer support for increased body size diversity in media imagery. Consumer and industry barriers, however, will need to be addressed in the future if this is to be an effective public health intervention to promote positive body image.

► Consumers are concerned about the impact of thin and muscular media imagery on body image.
► Consumers support government calls for more body size diversity in media imagery.
► Weight stigma is a barrier to consumer acceptance of body size diversity.