Broad conceptualisations of beauty do not moderate women's responses to body positive content on instagram.

Body positive content on Instagram may act as an antidote to the frequent depictions of thin and digitally modified images of women. Body positivity challenges narrow ideals by promoting diverse appearances and encouraging body appreciation. We examined the effects of congruent body positive messaging (unedited images of a diverse range of women presented with and without body acceptance captions) on state body image. This was the first study to investigate the moderating role of trait broad conceptualisation of beauty; a core component of body positive content and theories. Women 18-30 years (N = 233) were randomly assigned to view Instagram images of diverse women (e.g., varied body sizes, shapes, skin colour), either presented with or without body positive captions, or cityscape images. Pre- and post-test measures were taken of state body appreciation, appearance satisfaction, and positive mood, in addition to social comparison measures. Body appreciation and positive mood increased in all conditions. Appearance satisfaction only increased in the body positive conditions, with a larger effect size in the caption condition. Holding broad conceptualisations of beauty did not moderate findings. Captions did not change direction or amount of social comparison. Findings suggest that congruent body positive content may increase appearance satisfaction in viewers.