Abstract
Research suggests that exposure to social networking sites portraying a thin and often sexualized beauty ideal reduces young women’s body satisfaction, while exposure to body-positive content improves it. However, it is unclear whether sexualization could impair the beneficial effects of body-positivity messages. Young Italian women were exposed to one of three experimental conditions showing sexualized beauty ideals, sexualized body positivity, or non-sexualized body positivity that appeared either on Instagram (Study 1, N = 356) or TikTok (Study 2, N = 316). Across the two studies, results showed that, regardless of sexualization, exposure to body positivity increased body satisfaction and positive mood compared with pre-exposure measures, while exposure to sexualized beauty ideals reduced it. Participants in the sexualized beauty ideal condition also engaged in upward appearance social comparison whereas body positivity elicited downward comparison. Problematic social networking sites’ use moderated the effects of condition on body satisfaction, appearance social comparison, and positive mood, while downward comparison mediated the relation between condition and body satisfaction and positive mood. Our results highlight both beneficial and critical aspects of body positivity that should be taken into consideration when designing body image interventions and policymaking.