Hashtag Havoc: Unmasking Young Women’s Reactions to Health, Fitness, Food, and Disordered Eating Content on TikTok

 

Ava Girardi

Journalism, Elon University

Submitted in partial fulfillment of the requirements in an undergraduate senior capstone course in communications

Abstract

With more than 1 billion downloads, TikTok offers global connectivity through short-form videos for creative self-expression. Females are the platform’s largest demographic segment and the most frequent users. The purpose of this research was to explore young female users’ comments to the top-liked videos that use hashtags related to fitness, health, eating habits, and weight loss. Specific hashtags were selected for a thematic content analysis, identifying the top related videos. The research identified themes including body dissatisfaction, low self-esteem, disordered eating, and fixation on food and health. Female users expressed concern about content promoting low-calorie counts, often justifying their own body shapes by judging creators’ appearances. They eagerly consumed such content, demonstrating the adoption of disordered eating habits, with criticism being harsher towards plus-size creators. Users even desired more content, admired fit creators, and expressed vulnerability about weight loss and body image.

Keywords: TikTok, disordered eating, body image concerns, dieting, fitness
Email: agirardi2@elon.edu

1. Introduction

TikTok has emerged as an innovative platform, revolutionizing the way we connect, communicate, and view the world. The platform serves as a space for female creators to express their own unique insights and opinions on topics relating to health and fitness. While the platform can offer inspiration for individuals pursuing a healthier lifestyle, it has also imposed emotional and mental pressures on female users regarding their self-image. The enticement of TikTok, with its short video format and viral trends, has led some female users to express feelings of body dissatisfaction and plummeting self-esteem, often driving the consideration for adopting extreme dieting habits or exercise.

While previous research has analyzed the role of social media in promoting dietary restrictions and extreme weight loss methods, there is still a lack of studies exploring TikTok’s influence on the emotional responses and implication of actions of its female users. Employing the Media System Dependency Theory and thematic content analysis, this study looks further into how female users react to content containing hashtags centered on health, fitness, and weight loss. Some of the findings of the study indicated body dissatisfaction, low self-esteem, self-comparison, and indications of further actions geared toward weight loss or more frequent exercise among female users.

II. Literature Review

Previous research has explored the connection between social media use and adverse body perception among young women. Furthermore, scholars have examined the influence of consuming brief video content on body image and self-objectification of young females. Additionally, studies have discovered how weight loss content is disseminated on platforms such as TikTok, particularly including hashtags that have contributed to negative reactions from women concerning their body image and eating habits. An integral aspect of this research is understanding the response patterns exhibited by young females toward such content in the context of the Media System Dependency Theory.

Body Image Concerns in Correlation to Social Media Use

In the digital age, the persuasive influence of social media has transformed the landscape of interpersonal communication and self-expression. The particular significance of social media development has led to an even greater risk of eating disorders among young females. In a 2022 study, 12 female participants discussed how social media influencers, false information on social platforms, and unique platform features influenced people’s diet and body image decisions. Observed outcomes included alterations in self-perception regarding physical appearance, aspirations to attain an ideal body weight, and the impact of both positive and negative influences within the realm of social media (Lopez et al., 2022).

Previous research has even shown the core of the matter resides in the nature of the content. In Hogue and Mill’s study (2019), an examination of social media engagement with specific content led to negative body image among young women. When young females viewed social media images of attractive peers compared to ones of their family this resulted in “worsened body image in young adult women, whereas interacting with that of family had no effect on state body image” (Hogue & Mills, 2019, p. 3). A study conducted from 2013 to 2022, involving a sample of more than 267,000 U.S. undergraduate participants, revealed an increase of 13.3% in the reported cases of eating disorders among young women. This is significant considering the short timeframe from 2020 to 2021 when the social media platform, TikTok, became immensely popular (Daly & Costigan, 2022).

Consuming Short Video Content on Body Image

TikTok offers a new way for users to engage with another individual’s content as it can be more engaging and lead to high levels of consumption (Harriger et al., 2023). A survey in 2022 of 1,236 participants concluded that 66% of social media users considered short-form video content to be more appealing than other media forms (Gurtala & Fardouly, 2023). Such content is “more preferable as shorter videos may be deemed to be more convenient and may also appeal to individuals with shorter attention spans” (Gurtala & Fardouly, 2023, p. 191). However, even though short video content is deemed to be more appealing and allows for more online interaction, viewing such content increased women’s self-objectification. In one study, viewing videos and images promoting an ideal appearance caused more dissatisfaction with one’s looks, negative mood, and self-objectification (Gurtala & Fardouly, 2023).

Using hashtags is deemed essential on TikTok as it effectively sorts posts into different themes using the platform’s algorithm. For example, it is a common practice for users to include hashtags related to body positivity in their content, irrespective of whether the content genuinely adheres to the core principles of body positivity (Harriger et al., 2023). This practice may result in users encountering videos labeled as body positive under a specific hashtag, even when such content does not align with the principles of body positivity.

Hashtag Use in Health and Body Positivity Content

TikTok’s platform utilizes algorithmic technology, and one of its distinctive features is its “for you” page. As described by Minadeo and Pope’s research study (2022), this feature serves as a generated guide, consistently presenting users with the content that interests them the most. When users interact with content associated with specific hashtags, they are given the freedom to access an unlimited stream of videos under those listed hashtags. In their research study, Minadeo and Pope identified hashtags, such as “diet,” and “weightloss journey,” which collectively gathered 1.1 billion views. Their investigation revealed that 42.2% of content creators employing these hashtags were young college females (Minadeo & Pope, 2022).

An additional and widely popular hashtag, “WhatIEatInADay,” had been viewed 15.1 billion times on TikTok as of January 2023. In a study, researchers performed a qualitative analysis of the first 100 videos that appeared when the hashtag was searched on TikTok. After the analysis of the videos, the hashtag fell commonly under the theme of lifestyle, which included 25-48 percent of videos with the “promotion of weight loss, the thin ideal, and/or ED behaviors” (Davis, 2023, p. 4). While numerous videos under this hashtag show aesthetically pleasing and nutritious food, concerns arise about its potential impact on individuals with a history of disordered eating (Davis, 2023). With the popular use of TikTok, young females tend to rely on the platform, thinking that watching food-related content will encourage healthier dietary habits.

The Media System Dependency Theory

The pursuit of ideal health and wellness has gained popularity on TikTok, as “media content presents a thin ideal body type to women and girls and promotes the message that thinness signifies success and health” (Barnes, Newman & Keenan, 2023, p. 1). While social media is commonly viewed as a means of passing time, research indicates social media engages an “active rather than passive audience” (Patwardhan & Yang, 2013, p. 57). The Media System Dependency Theory, created by Sandra Ball-Rokeach and Melvin DeFleur in the mid-1970s, explores to what extent individuals rely on mass media to fulfill their specific objectives. This theory delves into the connection between media and its audiences, highlighting the extent to which individuals and communities rely on media for information and communication. While this theory originated prior to the introduction of social media, current researchers use it as a framework to understand the various responses users have to specific content on social media.

This theory can help explain how users respond to and behave in response to content related to weight loss, fitness, and health. For example, a study identified YouTube, TikTok, and Snapchat as the most popular social media platforms among college students. Among the participants who stated they used these specific platforms the most reported having “greater body image disturbances, more frequent vomiting and laxative use” (Sanzari et al., 2023, p. 1). The study conducted by Sanzari and Gorrell makes it clear that users are not passively consuming this content but rather taking action to attain an ideal body image.

Previous research has shed light on the detrimental effects of specific content found on TikTok, which has been linked to reports of body dissatisfaction, diminished self-esteem, and the onset of symptoms related to disordered eating among users. However, there remains an unexplored section of this research. To address this gap, this study will delve deeper into the analysis of comments made by female users on videos posted on TikTok that employ specific hashtags closely aligned with health, food, fitness, and body image themes. This study aims to provide an understanding of the impact of such content within the TikTok community, particularly among female users. By doing so, this research can provide valuable insights into how young females are reacting to this content and adhering to the information presented.

Research Questions

This research will answer the following questions:

RQ1: How do young female TikTok users react when they view food and health related content?

RQ2: What emotions are evoked when young female TikTok users encounter such content? Are these emotions consistent across different users or do they vary?

RQ3: Do the comments imply future action by the users?

This research holds significance because it builds upon the existing research regarding the impact of social media on women’s perceptions of their bodies and dietary behaviors. Specifically, it also sheds light on the influence of a new social media platform, TikTok, in shaping the mindset of young women in relation to their eating habits and body image. Examining hashtags becomes vital for categorizing these responses, as content employing these hashtags often centers on subjects such as dieting, body image, and potentially harmful eating behaviors. Understanding how young female users react to such content can provide insights into the potential impact on their mental and physical well-being.

Potentially unhealthy eating habits and extreme dieting practices have serious mental health consequences, including certain forms of eating disorders such as anorexia, bulimia, and orthorexia. It is crucial to investigate users’ responses to content associated with eating disorders on TikTok, using hashtags related to this topic. This research aims to understand how such content can perpetuate harmful behaviors like food restriction, excessive exercise, and unhealthy body image. By delving into the comment section of specific and sorted content, this study attempts to uncover nuanced insights into how users engage with and respond to such content. This approach provides a deeper understanding of the dynamics at play, offering valuable data for both educational studies and public health initiatives seeking to address these concerns.

III. Methods

For this research, the primary approach will be a thematic content analysis. The study’s method involved the selection of six hashtags, followed by a selection of the top videos associated with the hashtags. Additionally, the study analyzed the top comments accompanying these videos, with a focus on identifying prevalent themes such as body dissatisfaction, low self-esteem, disordered eating, and obsession with food, health, and fitness.

Drawing on the insights of scholars like Marks and Yardley, this method enables one to provide “greater attention to the qualitative aspects of the material” (Marks & Yardley, 2004, p. 56). Thematic content analysis is a qualitative research technique used to identify, analyze, and interpret themes or patterns in textual or visual data. This analysis is essential for exploring complex phenomena and gaining deeper insights into the underlying qualitative components of this topic (Marks & Yardley, 2004).

More specifically, this study examined the reactions of users to content that contains hashtags relating to fitness, health, eating habits, and weight loss. With the help of thematic content analysis, codes and themes were established to examine the mentions of specific terms to “understand the latent meaning of the manifest themes observable within the data, which requires interpretation” (Marks & Yardley, 2004, p. 57).

A similar strategy was employed in the study by researchers Mindeao and Pope (2022). They devised 30 hashtags by “brainstorming a possible list of food, weight, and body image-related words based on professional expertise in the nutrition field, as well as using TikTok for multiple weeks noting what hashtags were commonly used on food, nutrition, and weight-related posts” (Mindeao & Pope, 2022, p. 3). To streamline the process, rather than creating an extensive list of 30 hashtags, this study concentrated on a curated selection of hashtags including “calorie counting,” “What I Eat In A Day,” “girl dinner,” “skinny,” “summer body,” and “weight loss.” It is worth noting that some of these hashtags have been examined in the Mindeao and Pope study (2022).

In replicating the approach from the Mindeao and Pope study for downloading TikTok videos, 10 videos were obtained for each hashtag. As stated in the study, “each hashtag’s videos are displayed from the most views to the least views,” leading to the collection of the most viewed videos in each hashtag by downloading the initial 10 videos (Mindeao & Pope, 2022, p. 4). From these videos, the top 30 comments were extracted to create a codebook using both inductive and deductive coding methods. According to Joffe and Yardley, deductive coding includes “existing theoretical ideas that the researcher brings to the data” while inductive coding involves developing ideas based on raw information (Joffe & Yardley, 2004, p. 57). These codes were created based on the same method used in the Mindeao and Pope study (2022) by incorporating a “template analysis approach” (Mindeao & Pope, 2022, p. 4). This approach meant that the codes created encompassed the expected findings in the data, covering elements like posts related to food, exercise, reflections of body image, weight loss.

After these codes emerged, the study also created codes based on the themes that surfaced from the selected TikTok posts. Over a span of 14 days, distinct themes organically surfaced, prompting the content to be reviewed several times as “the researcher not only identifies themes and categorizes but begins to provide structure to the themes that will form the emerging theory” (Thompson & Panacek, 1998, p. 121). Comments were methodically classified based on various aspects, including their impact on the self-esteem of young female users, potential contribution to body dissatisfaction, and indications of a tendency toward unhealthy weight loss and extreme fitness.

IV. Findings

Through analysis, five overarching themes of reactions were identified such as body dissatisfaction, diminished self-esteem, a strong desire to engage in rigorous fitness and diet regimens, body comparisons, and the development of disordered eating habits. In the analysis of comments, multiple key observations emerged regarding the perception of content containing hashtags relating to health, fitness, and food.

Calorie Inadequacy and Promotion of Unhealthy Eating Habits

The primary theme that surfaced was a growing concern about a female content creator’s calorie consumption in the context of weight loss, calorie tracking, and body size content. A significant portion of the users expressed apprehension regarding the creator’s calorie intake, with many voicing doubts about whether the meals shown provided adequate nutrition. To illustrate, some of the prominent comments extracted from videos featuring “What I Eat In A Day” trends included remarks such as, “That’s not enough food at all,” “That is not enough for a day,” and “umm what happened to dinner?” Many of the comments also reflected concerns about meal skipping and consuming small portions during mealtimes. Furthermore, users voiced concern when female creators shared content centered around strict calorie counting that fell below the recommended daily intake. Some of the remarks included, “I hope you don’t eat 1200 every day because that is very dangerous,” and “This is way too little.” Moreover, comments on “What I Eat In A Day” content raised concerns about the consequences of exercising with limited caloric intake throughout the day, particularly among individuals who appeared to be highly active in their TikTok videos. Users expressed shock and apprehension across numerous videos as they questioned the sustainability of such practices, expressing doubts on their overall healthiness.

Users criticized content that revolved around calorie counting, extreme dieting, and fitness. Certain “What I Eat In A Day” videos, featuring models and ballerinas consuming solely fruits and vegetables, sparked worries among female users about the possible promotion of disordered eating. Comments showed the irresponsibility and potential harm of disseminating such content. One commenter stated, “It’s one thing for you to destroy yourself, another to promote and recommend this lifestyle.” Female users also raised questions regarding why a female creator would encourage others to consume not enough calories throughout the day. Users further expressed concerns about promoting disordered eating content to young girls using the platform and how it could significantly impact their behaviors and beliefs. Comments reflecting this theme included statements such as, “This will wrongly influence to many young girls,” and “This is so unhealthy and completely ridiculous to make young girls think this is ok.” Regarding content featuring the “girl dinner” hashtag, numerous users were concerned that this trend would endorse disordered eating habits. Comments stated that the displayed meals fell far short of what would be deemed adequate for an adult. Users expressed their concern through comments such as “Nah that’s the childhood lunch,” and “HAHA this is my toddler’s dinner.”

Excuse Making, Defensiveness, and Self-Comparison

Female viewers commenting on “What I Eat In A Day” and “calorie counting” videos often judged the physical appearance of female creators to explain differences in their own body shape. In videos where a fit and toned female creator shared her daily food intake, some comments used excuse-making as a defense mechanism, especially when viewers noted differences in their own appearance compared to the creator. Females respond to videos by not commenting on the aspects of the female creator’s lifestyle that might contribute to her body shape but rather make excuses that the genetic makeup of the creator allows them to look that way. Users used this defense mechanism in comments such as “She has amazing genetics,” and “You are blessed with a perfect body type.” When creators emphasized clean and healthy eating, users often credited their physique to “good genetics” rather than discussing the creator’s dietary choices or exercise routines for maintaining their shape.

The results in this study relate to another study where 12 women between the ages 18-25 were interviewed to understand their experiences after viewing content relating to Fitspiration and Thinspiration on Instagram. One comment from the interviewees related to the results of this present study: “You yourself think, ‘Well, if she doesn’t put effort into that, and I’m not putting effort into mine right now, obviously I’m not going to look like hers’” (Hogue et al., 2023, p. 4). Users often hold the belief that mirroring the appearance of the content creator is unattainable for them since genetics could play a factor. Despite investing considerable effort in maintaining a healthy diet and exercising, they feel that replicating the body image portrayed by the individual sharing Fitspo content is beyond their control.

Female users in the current study also responded by engaging in self-comparisons between their own bodies and those featured in the videos. In contrast to making excuses for their own behaviors, these users opted to share their own dietary and fitness practices, directly comparing them to those of the content creator. Young females did so by detailing their own eating habits, preferences, and lifestyle requirements, often expressing a sense of scarcity compared to the content. When healthy meals were presented, users would often compare their own dietary habits by stating “And here I am eating chips at work,” and “me watching this while a twizler is hanging out of my mouth.” Self-comparison of dietary intake led to self-doubt and questioning dietary intake. Users not only engaged in eating-habit comparisons but also made direct physique comparisons with content creators who identified themselves as skinny or thin, specifically in videos with the “skinny” hashtag. These comments aligned with the same theme, with some expressions including “I wish was skinny,” and “Only if that was me I’m fat.” These findings correlate with past studies, as one found that “higher levels of internalized female ideals are strongly associated with dedicating longer periods to appearance comparison in an online environment” (Lee & Lee, 2021, p. 2). Both results are representative of a broader trend where young women may be influenced by the perceived ideals presented leading to self-reflection, comparison, and sometimes feelings of insufficiency related to their own bodies.

Comments from female users indicated that the content they engaged with often inspired them to seek more for motivation, most likely influencing their current and future eating habits. Additionally, they expressed respect for female creators as a source of guidance on achieving a fit and healthy body.

Motivation and Demand for More Content

A prevalent trend in comments showed that female users drew inspiration from specific content to change their food choices and incorporate more fitness into their lives. Additionally, users not only consumed such content but also consistently asked for more. For instance, after users watched content featuring the “What I Eat In A Day” hashtag, they desired to mimic the physique of the female creator in the video. In most instances, “What I Eat In a Day” content featured brief clips of the female creator showcasing her figure. In response, many female viewers expressed a desire to attain a similar appearance and sought guidance on how to resemble the individual. The motivation and demand for more content was also evident in content containing the “weight loss” hashtag. Various comments in weight loss videos demonstrated users being dependent on the content to lose weight by commenting “Share the secret,” and “Help please.” Similarly, content relating to weight loss transformations also provoked demand for more content and motivation to change eating and fitness routines. Comments that included these themes were “I’m going to the gym now,” and “I’m going to start my cut sooner.”

Inspiration and Admiration for Thin and In Shape Content Creators

Certain users, particularly in response to videos showcasing physically fit women, openly shared their aspirations to attain a comparable physique. The “What I Eat In A Day” videos featured women with a toned and slender physique, provoking comments that primarily expressed admiration for the content creator. The admiration was reflected in the comment section with phrases like “Body goals” and “I want to be you.” An example from the collected videos was a model who shared a “What I Eat In A Day” video, featuring her flat and toned stomach. In this video, she shared her daily meals, alongside enjoying a glass of peppermint tea. Among the prominent comments were those from female viewers indicating their intention to purchase peppermint tea after watching the video. For instance, one of the many comments read, “I’m getting peppermint tea now,” demonstrating their motivation to adopt this practice with the hope of achieving a similar physique.

This theme also emerged in content relating to idealizing being thin and in shape. When thin individuals posted content about extreme exercise and diet, many users used the content as an inspiration to begin going to the gym. The admiration aspect would be the first pair of the many comments such as “I would do anything to look like you,” and “I would die for your body, ur perfect,” followed by ways users can achieve the same body for the future. Users often asked about the expected timeframe for results when exploring fitness regimens and dietary plans, seeking to apply these insights to their own lives and take actionable steps.

Current and Future Action of Disordered Eating Habits

In videos discussing weight loss advice and results, some comments indicated users’ willingness to adopt or develop disordered eating habits. Users openly shared their vulnerabilities on the platform, admitting that they were already practicing disordered eating habits. In posts featuring the “skinny” hashtag, users indirectly referenced disordered eating habits, avoiding explicit terminology. When content creators shared videos about achieving rapid weight loss without exercise or dieting, the predominant reactions and comments centered around the adoption of unhealthy disordered eating practices as a method to attain results. For instance, when a young female content creator uploaded a video detailing her weight loss journey, female viewers revealed their own ongoing actions, which strongly hinted at disordered eating habits. On this video, one user stated, “I lit just ate nothing or low cal meals,” to lose weight quickly. Also, a variety of young female users used an indirect language to introduce the option of purging, a behavior indicative of bulimia, to lose weight. This language was clear in comments such as “I fear the quickest route is not one you’re gonna wanna take,” and “I mean there’s a very efficient way.” Even though it is not explicitly stated, users are demonstrating that the best future action to lose weight efficiently is to develop disordered eating habits.

Videos containing the “calorie counting” hashtag encouraged users to show disordered eating behaviors, including consuming significantly fewer calories than the norm. Users’ comments revealed they were consuming a low daily calorie intake ranging from 600 to 1200 calories. These comments present that users were excessively cautious about tracking calorie consumption, eating well below the expected daily caloric intake. In addition, female users confessed to apply extreme control over meal preparation and dining out, insisting on knowing the calorie content of their food before consuming.

Comments Vary Depending on Content Creators Physique

Female users’ responses were closely linked to the body type and size of the female creator within the content. This division in comments became prominently noticeable within content employing the “weight loss” hashtag. When featuring a slender individual’s weight loss transformation alongside a plus-size individual’s similar journey, a noticeable shift in reactions occurred. In the case of plus-size females, comments often centered on the significant improvement in the person’s appearance compared to their original weight, suggestive of a “glow-up.” This response was evident in comments such as “definitely a glow up” and “The biggest glow up I have ever seen.” These comments conveyed a lack of positive reactions to the before pictures, focusing solely on the positive transformation after weight loss. In contrast, when a non plus-size woman shared her weight loss transformation video, users emphasized her appearance before the transformation rather than the weight loss achievement. Specific comments included, “I want to look like ur before so bad” and “The fact that it looks so good before and after.” These comments specify how responses to weight loss transformations are influenced by the starting weight of the individual.

In videos featuring the “What I Eat In A Day” hashtag, female users’ reactions varied based on the body size of the individual in the video. When a plus-size individual shared content featuring an unhealthy diet with processed meals, commenters often assumed they ate excessively based on their size and suggested choosing a more nutritious diet. Comments on these videos included remarks such as “Course you be eating this much,” and “Notice how most of these meals were barely nutritious.” When a thin and in-shape individual posted a video showcasing a high consumption of processed meals and snacks, female users’ responses were often perplexed by how the content creator could maintain a lean physique while eating more than expected. In fact, users often expressed envy that the thin content creator could indulge in such a diet and still maintain a healthy physique, with comments like “How does it feel to live my dream?” and “Wish I could eat like this.” In content containing the “summer body” hashtag, the comments also varied. For example, when an individual who was considered plus-size celebrated their summer body, they often received negative comments from female users, including remarks such as “If you’re happy then that’s ok,” and “You really need to lose it all.” However, when a thin individual posted about being confident with their summer body, female users often commented “You’re so gorgeous wow,” and “This is natural beauty.”

V. Discussion

Upon thorough examination of the top TikTok videos, it became evident that young female users engage with content containing the researched hashtags in multiple and intriguing ways. These responses demonstrated behaviors such as endorsing disordered eating habits, revealing defensiveness, engaging in self-comparison, craving more content, expressing admiration for content creators, demonstrating signs of eating disorders, and offering a range of comments pertaining to a content creator’s physique. While all these themes directly corresponded to the research questions, some of them held a particularly crucial significance.

First, a noteworthy recurring theme prevalent in most of the analyzed videos was female users employing justifications, expressing defensiveness, or engaging in self-comparisons. When exposed to content created by female creators with notably fit and toned physiques, a significant number of comments were characterized by attempts to rationalize the differences between the viewers’ own body shape and that of the content creator as “individuals tend to compare their own abilities and attributes with those of others, to form a perception regarding themselves” (Pan et al., 2023, p. 4). Excuse-making served as a defense mechanism, allowing viewers to distance themselves from any potential feelings of insecurity. Comments such as “She has amazing genetics” and “You are blessed with a perfect body type” indicated that viewers attributed the physical differences to factors beyond their control rather than factors that have to do with a specific lifestyle. This phenomenon reflects a coping strategy for managing the discomfort associated with social comparison. Findings also suggested that excuse-making is not limited to specific types of content but is a consistent response among female viewers seeking to alleviate feelings of self-doubt.

Alongside excuse-making, this study also unveiled responses among female viewers involving self-comparisons. These viewers engaged in direct comparisons between their own dietary and fitness practices and those presented in the videos. When content creators shared their own habits, preferences, and lifestyle, viewers expressed a sense of insufficiency, particularly when confronted with content emphasizing clean and healthy eating. For instance, past studies “suggest that emotional consequences, such as appearance shame and anxiety, are likely to occur when women feel obliged to meet such unrelenting standards” (Seekis & Kennedy, 2023, p. 122). Comparing their dietary choices triggered feelings of uncertainty and guilt, showcasing how social comparison affected viewers’ self-esteem and illustrated the possibility of self-improvement by adopting the lifestyle choices of the content creator.

Two additional intriguing themes that emerged were the varying comments based on the size of the female content creator. In the case of plus-size females, comments primarily focused on the significant improvement in the person’s appearance after weight loss, often referred to as a “glow-up.” These comments reflected a lack of positive reactions to their initial appearance, and rather only emphasizing the transformation resulting in a slimmer physique. These observations highlighted the influence of body image on TikTok, shedding light on how individuals’ reactions varied based on the physical attributes since the “creators were positive about their body image because they had lost weight, and rarely were depicting body positivity for a body that would not be deemed ‘acceptable’ by diet culture” (Minadeo & Pope, 2022, p.6). However, when a female user who was not plus-size shared a weight-loss transformation video, comments tended to place less emphasis on the weight-loss achievement and were more inclined to highlight the attractiveness of the user’s appearance before the transformation. This suggested that responses to weight-loss transformations are heavily influenced by the starting point of the individual, with different reactions for those who were plus-size before their transformation and those who were already relatively thin and fit. Also, when plus-size individuals showed a diet featuring numerous unhealthy and processed meals, commenters often made assumptions about their substantial food intake due to their size, along with suggestions for a more nutritious diet. This finding correlates to the idea that “on almost a daily basis, media portrays people living with obesity in a stigmatizing manner, reinforcing stereotypes, and dehumanizing people living with obesity” (Brown et al., 2022, p.3).

In contrast, when thin individuals shared similar dietary habits, viewers were more likely to express surprise and envy at their ability to maintain a lean physique while indulging in processed foods. This is due to the case that “internalizing thinness standards can lead to an alteration in body image, resulting in body dissatisfaction and exaggerated concerns about body and weight” (Jiotsa et al., 2021, p. 2). These findings suggested the significance of body image in shaping user responses on TikTok. The varying reactions highlighted the dynamics surrounding beauty standards and societal expectations, with different standards applied to individuals of varying body sizes.

In addition, vulnerability emerged among users in the comment section relating to content concerning weight loss. For example, when a content creator posted content about being treated better after a significant weight loss, this sparked a sense of vulnerability and obligation to share their own stories. This theme was evident in comments such as, “I hate it when they are like ‘you look so much better now’ so basically my 24 years of existence prior to weight loss I looked bad. Great.” Individuals often exposed the reality of their weight loss by recounting experiences where they were treated more favorably or received compliments after losing a significant amount of weight. Such remarks can be interpreted as implying that their previous selves were unattractive or undesirable, causing them to question their self-worth. In addition, the results demonstrated some users expressed that the worst insults they had received were, in fact, disguised as compliments related to their weight loss. These comments, though seemingly positive, can carry a negative undertone that can be emotionally distressing.

Additionally, many female users admitted they faced a form of critique of their body image before their weight loss. While they may have achieved a significant physical transformation, they admitted experiencing the unintended consequences of comments that suggested their previous selves were unworthy or less valuable. The implication that their pre-weight loss selves were inferior had the potential to undermine the self-esteem and self-worth of these individuals, ultimately leaving them feeling worse about themselves making weight loss not as eventful as one would deem it to be. One of the comments that indicated these specific reactions among users included, “The people that say ‘oh don’t even go back” why was she less worthy than the person I am today?” These comments indicated that thinness is often correlated with one’s perceived value, which can place a significant emotional and psychological strain on individuals maintaining or undergoing a current weight loss. With this content, it prompts women to evaluate whether weight loss is indeed a noteworthy achievement. This is because they persistently receive feedback that serves as a constant reminder that their previous selves did not conform to society’s ideals.

The learning gained from this research reinforces the Media System Dependency Theory, because when women are exposed to content relating to body image, they “regularly engage in unrealistic upward social comparisons on TikTok, they might begin to self-objectify where they engage in body surveillance in order to determine if they are as good as these idealized images” (Mink & Szymanski, 2022, p. 206). Young women are not just internalizing videos they see on TikTok, but they continuously go back to be exposed to more content as it aligns with their values concerning fitness, body image and health. For instance, “the Transaction Model of Social Media Effects predict that individuals seek out media that are in line with their personality and identity” (Sumter et al., 2018, p. 1167). The study clearly demonstrated that the typical perspective of media consumption is not a one-way process. Participants consistently demonstrated to stay active when viewing this type of content, expressing their distinct desire for content that reinforced or validated their personal beliefs, cultural background, and lifestyle choices.

Even with these findings, there are limitations to this study which include the sample size of TikToks collected, which was small and may have constrained the scope of the analysis. With additional time and resources, a more extensive collection of videos under each hashtag could have facilitated a more thorough examination of the comments. Also, studying more hashtags, particularly those related to fitness, health, food, and dieting, would have allowed for a wider array of reactions and perspectives from the users. Overall, these findings revealed that the reliance on videos containing these specific hashtags is heavy and young women react accordingly. With this, women exposed to this content in the future should develop increased discernment and awareness regarding the potential long-term repercussions that the content may bring about.

VI. Conclusion

This study examined the various types of reactions and emotions of female users to content containing hashtags relating to fitness, health, dieting, and weight loss on TikTok. The reactions and comments consisted of concerns about calorie inadequacy and the promotion of unhealthy eating habits, excuse making, defensiveness, and self-comparison. Also, these comments implied that users may take further action to achieve weight loss. There is a motivation and demand for more content, as well as inspiration and admiration for thin and in-shape content creators. Additionally, the current and future actions of disordered eating habits seen in the comments depended on the physique of content creators. Along with these findings, another prominent theme included women expressing vulnerability in the comments to weight loss and body image concerns. For future endeavors for this research, it would be impactful to analyze additional hashtags with a substantial number of views and then expand the sample size of the TikTok content. This broader approach would facilitate a more wide-ranging study of diverse comments and reactions. It also might be considered for future research to explore the responses of female users to content creators based on their body image and size as it could be a valuable avenue to understand the varying behaviors among users on TikTok.

Acknowledgements

I am deeply grateful to Professor Daniel Haygood for his constant support and guidance throughout the entirety of this process. His consistent enthusiasm for my topic and research has been the driving force behind the seamless progression and success of this project.

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