Rhetoric of Health and Medicine Oct 2020 Open Access

Social media influencer rhetoric and the domestication of Health at Every Size on Instagram

Mariah Lynn Wellman

Abstract

Weight-inclusive approaches such as Health at Every SizeÒ (HAESÒ) that once were used primarily by scientists or other health experts are more frequently being taken up by lay audiences. Most notably, popular members of online communities known as social media influencers rely on principles of HAESÒ to spread weight-neutral rhetoric across platforms like Instagram. Analyzing how influencers domesticate, or make their own, the specific science-based principles of HAESÒ warrants exploration. In this study, I draw from an analysis of 20 Instagram accounts run by influencers to explicate how domestication occurs within the body positive and weight-inclusive community. The findings suggest three primary patterns through which domestication occurs: anecdotal narratives and personalization, science and education, and social justice. I argue these influential users domesticate HAESÒ by drawing on their own education, life experience, and personal identity while upholding the core norms of the influencer industry: authenticity and credibility.

Journal
Rhetoric of Health and Medicine
Published
2020-10-24
DOI
10.5744/rhm.2022.5003
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Topics
rhetorical criticism social media race and writing
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