(PS4-81) A Social Media Content Analysis of the Health at Every Size® Advocacy Movement Using Instagram Images and Videos

Weight stigma is recognized as a public health problem. The Health at Every Size® (HAES®) movement counters issues with weight stigma by challenging the promotion of weight loss and dieting attitudes and alternatively focusing on intuitive eating and health equity. With the high prevalence of social media use, understanding how the HAES® concepts are portrayed in social media is critical for practitioners to accurately integrate social factors into therapy when advocating for and working toward improving clients’ mental health. This study was designed as a content analysis to examine key themes of the HAES® advocacy on Instagram. We expected weight inclusivity would be portrayed more by individuals of a higher weight with empowered/confident or supporting moods. Portrayals of positive body image for those with larger bodies could be associated with improvement in mental wellbeing. 280 images/videos were collected from Instagram over 7 days using metadata tags promoted by HAES® (#HAES, #HealthatEverySize, #BodyPositive, #IntuitiveEating, #WeightInclusive). 87 posts were excluded (duplicates, non-English language, no visible content). 193 posts were coded with elements adapted from previous analyses. Descriptive statistical analyses were conducted using RStudio. The theme of weight inclusivity comprised 43.5% (84/193) of posts. 45.2% of the 84 posts portrayed confidence/empowerment, 26.2% were supporting/inspirational, and 14.3% were judgmental/critical of traditional dieting and weight loss. 45 of the 84 posts depicted individuals, and 68.9% were in high weight/larger bodies, 22.2% without high weight, and 8.9% with low weight. Confidence/empowerment was the most prominent feeling coded. The majority of posts depicted high weight/larger bodies suggesting an embodiment of positive body image and could encourage self-care. However, these could be seen as body objectification and appearance focused, which are risk factors for mental wellbeing. Understanding social media content for the HAES® movement is important for both advocates and clinicians addressing body image, weight, and/or eating-related issues. Clinicians can utilize this information to better understand their clients’ experiences with social media based on the types of social media posts they are interacting with. This can inform both advocacy and more targeted treatment for those clients struggling with experiences of weight/fat stigma.