An exploration and comparison of #BodyPositivity and #BodyNeutrality content on TikTok

TikTok, one of the most popular visual social media platforms, has been criticized for perpetuating and glorifying eating disorders. In response, content focused on body positivity (loving your body) is growing on TikTok. However, body positivity content on other social platforms promotes positive body image but also perpetuates unrealistic beauty ideals. Body neutrality (deemphasizing the focus on the body's appearance) is an alternative concept that could portray less harmful content, but has yet to be explored. Therefore, the purpose of this study was to explore and compare the content under #BodyPositivity and #BodyNeutrality on TikTok. One hundred and fifty TikToks under each hashtag were downloaded. A thematic analysis of the TikToks was conducted. Three themes were generated that captured content across both hashtags, with only minor differences in content between the two: (1) Resisting societal ideologies (with subtheme: Normalizing insecurities), (2) (Re)producing disordered content (with subtheme: Toxic (body) positivity promotes the need for neutrality), and (3) Social critique. Within the themes, there was the promotion of body positivity through self-love and body acceptance, but also content that continued to emphasize standard beauty ideals and the thin-ideal. Certain TikToks provided educational content that explained the roots of the #BodyPositivity movement and what #BodyNeutrality means as a potentially more realistic approach to body acceptance. Findings suggest that #BodyNeutrality may provide a safer space for individuals online, and future research should assess the impact of such TikToks on those viewing them to assess body and eating attitudes and behaviours.