Fashion versus fitspo: The effect of viewing images of contemporary Barbie® dolls in passive versus active poses on college women's body image and affect.

The modern millennial- and Gen Z-targeted Barbiecore feminist movement has emerged in tandem with Barbie®'s reinvention to inspire inclusion and active play. Stimulated by these media trends, the present study using a pre-post experimental design evaluated whether exposure to images depicting contemporary passively-posed Barbie Fashionista® (BF) dolls versus images of actively-posed Barbie Made to Move® (M2M) "fitspiration" dolls versus images of Lego Friends® (LF) scenes would differentially affect aspects of state body image and affect in a sample of 106 racially-diverse young adult college women (M = 19.2, SD = 1.39). ANCOVA models assessed the effects of condition on post state measures while controlling for baseline state measures. Results indicated that participants exposed to the BF images reported significantly lower body appreciation relative to those who viewed the LF play sets. A similar trend emerged for participants shown the newer M2M doll images. Additionally, viewing images of the actively-posed M2M dolls was associated with marginally higher appearance comparison scores versus the LF control. These initial findings have implications for considering the relevance of expanded digital strategies for marketing more realistically appearing and functioning Barbie® dolls in affecting the body image experiences and potential purchasing choices of young adult female consumers.