Fashion stole my smile : En kvantitativ analys om hur olika kroppsideal återfinns på modeföretags Instagram och dess påverkan på kvinnor

The purpose of this study has been to investigate how women's perceptions and attitudes look around fashion companies' representation of different body ideals on Instagram.This study deals with whether the body ideal looks the same on fashion companies'Instagram and whether this is considered to affect women of different ages. The questions that are asked are about how women's perceptions and attitudes look around fashion companies' representation of different body ideals on Instagram and whetherwomen are considered to be affected by the body ideal. The question is also asked how different body ideals are found on fashion companies' Instagram. To answer the study's purpose and questions, two quantitative methods were used, this in the form of a survey and a content analysis. Materials used are the survey responses from the respondents,who were women of different ages, and a code scheme for coding different body typeson fashion companies' Instagram. The study's theoretical starting points are based on the representation theory and the social comparison theory. The study used mostly scientific articles from the journal Body Image. We also used literature to gain an insight into how women are shaped in society. The results of this study show that supermodels are overrepresented and that is why women are considered to be influenced by the bodyi deal that fashion companies represent on Instagram. These results are important as the fashion world has a strong influence on women and affects them negativel