Media społecznościowe a akceptacja własnego ciała – ruch body positive na Instagramie
Social media and body acceptance – the body positive movement on Instagram

Summary/Abstract: This article is an attempt to show the fundamental role of social media in promoting the bodypositive movement on the example of one of the most popular portals – Instagram. The purposeof the considerations is to present how Instagram contributes to the acceptance of one’s ownbody by its users and how this movement is presented in social and commercial advertisingon this medium. The qualitative analysis was carried out on selected social campaigns andcommercial campaigns of well-known fashion and cosmetics brands, which sparked a livelydiscussion among the public. These considerations may contribute to further media studiesin this direction, especially on the body neutrality movement, which is a response to the bodypositive movement.

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