At the start of a new year, everyone wants to start fresh. A few new styles, some changes to the daily routine, and sometimes, a big resolution. A very popular New Year’s resolution is to lose weight. How to do it? There are answers everywhere! Scrolling through Instagram, Facebook, or Twitter, there’s bound to be someone talking about a new diet they’re trying. Influencers have been infamous for peddling dangerous diets to fanbases of young women and girls. Even mothers are not free from their reach. Bloggers like lonijane on Instagram showed how her body looked before and after cheating on her vegan diet. The combination of New Year’s resolutions and these various diets is a recipe for disaster. Diet culture around the first month of the New Year is intense and even dangerous.
What is “diet culture”?
Diet culture is described as a desire to lose weight at all costs, and puts losing weight over wellbeing. It is a combination of advertisements and what the advertisements make us feel. The feelings of inferiority or discomfort with your body are precisely what the industry feeds off of. Whether it’s a new diet every week, or even directly associating worth with weight, it is hard to escape.
Especially around the start of the New Year, diet culture is pervasive. Even on January 1, it’s been shown that topics surrounding dieting and exercise spike in search volume. Some particularly cruel advertisements from gyms feed into a sense of inferiority and reap the profits. In 2017, about 10.8% of subscriptions to over 6,400 gyms happened in January. The nature of what a diet should be is also constantly changing: keto, juice cleanses, the baby food diet, paleo… reading through the advertisements is enough to give someone whiplash.
Impact of influencers on diet culture
The advertisements don’t only come from the corporations— or not directly. Influencers are a major way for corporations to boost their product. Ads are nothing new, but the personal nature of Instagram, where people will also post parts of their life, is something different. What’s especially worrisome is that these influencers often have a huge following of minors, intentionally or not. More than one-third of teenagers in Germany aged 14 to 17 deliberately seek out influencers. Over 84% of the content from female influencers is related to health, diet, and fitness. Attractive and uniform, they promote a singular way of living and looking. It’s easy and profitable for them to do it that way. The issue is that there are a wide variety of bodies that exist. There is no “one size fits all” for health. Allergies, chronic conditions, and genes are all important factors.
How might influencers impact young people later in life, girls especially, as they can closely control their diet?
Guilty over existence
There are worries about “quarantine pounds”, as people have been stuck inside due to COVID-19. Nutritionists are worried that individuals will be more susceptible to weight loss advertisements. The guilt over quarantine pounds stack up, on top of the pre-existing guilt instilled by advertisements.
A poignant way that advertisers promote body shame is “before and after” shots. To show the efficacy of their product or program, diet companies will show the amount of weight lost after using their product. These pictures directly associate the “before” picture with bad or undesirable. People with these bodies are being shamed, and repeatedly seeing those images will have a lasting impression. Especially at the start of the year, when seeing one’s stomach after holiday meals, insecurity digs in.
These insecurities start young, but it’s not only by influencers. A study of mother-daughter pairs showed that daughters of dieting moms would start dieting before they were eleven. Given how close-quartered people are during quarantine, it’s likely that children will pick up on their family’s habits. Recently, there have been movements to stop mentioning weight around children. Whether the discussion is about the child’s weight or the parent’s, the children pick up on the criticism. Even people who aren’t parents can have a lasting impression. “She said, as if talking to herself, ‘Pretty face… have you ever thought about trying to lose weight?’” wrote a NYT contributor on her teenage experience with a friend’s mother. These comments linger and dig in, and around the holidays, they are especially amplified.
Hope for body positivity
Very recently, with stars like Lizzo proudly showing their nontraditional bodies, there has been an emphasis on accepting various looks. Plus-size models have made their ways onto catwalks and into major magazines, without necessarily acknowledging that they are plus size. YouTubers have made videos specifically showing how influencers may take their photos, so young girls may feel better about themselves. While the holidays are still bombarded with advertisements and commercials, there are still people reminding you of your worth.
Don’t feel ashamed for enjoying holiday food or eating more during winter! There’s a reason bears hibernate, and given the exhaustion of 2020, I think we all deserve it.