Centre for Appearance Research, University of the West of England, Bristol, United Kingdom.
Brunswick Group LLC, London, United Kingdom.
Body Image. 2019 Sep;30:93-106. doi: 10.1016/j.bodyim.2019.06.004. Epub 2019 Jun 20.
The fashion, beauty, and advertising industries have been positioned as key contributors to body dissatisfaction through the promotion of unrealistic and homogenous appearance ideals. Recently, some businesses within these industries have started to disrupt the status quo by taking actions that can be seen to be fostering positive body image (e.g., through representative and diverse imagery, body acceptance messages, and inclusive product ranges). The aim of this study was to explore the opportunities and challenges to foster positive body image from a business perspective. Participants were purposively selected based on their experience of leading business actions to foster positive body image in fashion, beauty, and/or advertising. In total, 45 individuals (82% women) took part in semi-structured interviews, which were transcribed and then analysed using thematic analysis. Four themes were identified: (1) Personal motivations for championing change, (2) Industry ingrained appearance standards, (3) Business barriers to fostering positive body image, and (4) Fostering positive body image as an effective corporate social responsibility (CSR) strategy. This study provides future directions for research aimed at creating healthier body image environments in addition to considerations for businesses seeking to foster positive body image.
时尚、美容和广告行业通过推广不切实际和同质化的外貌理想，被定位为导致身体不满的主要因素。最近，这些行业中的一些企业开始通过采取一些行动来打破这种现状，这些行动可以被视为培养积极的身体形象（例如，通过有代表性和多样化的形象、身体接受信息和包容性的产品范围）。本研究旨在从商业角度探讨培养积极身体形象的机会和挑战。参与者是根据他们在时尚、美容和/或广告领域领导促进积极身体形象的商业行动的经验有目的地选择的。共有 45 人（82%为女性）参加了半结构化访谈，访谈内容被转录，然后使用主题分析进行分析。确定了四个主题：（1）倡导变革的个人动机，（2）行业固有的外貌标准，（3）培养积极身体形象的商业障碍，以及（4）将积极身体形象作为有效的企业社会责任（CSR）策略。本研究为旨在创造更健康的身体形象环境的研究提供了未来的方向，同时也为寻求培养积极身体形象的企业提供了一些考虑因素。
