In the social media context, body shaming refers to belittling, discriminating against, or harassing people because of their body or physical appearance. It can take the form of insulting comments, humiliating posts, or hurtful comparisons and can be part of cyberbullying. It can target body weight, height, proportions, or certain skin features, among other things.

Its forms include fat-shaming, belittling a body perceived as too heavy, and skinny-shaming, which targets people whose bodies are perceived as too thin. Supposedly caring remarks about someone’s weight or unsolicited diet tips can also feel shaming. Judgments like these can be internalized and intensify dissatisfaction with one’s own body as well as constant comparison with others.

Influencers and models play an especially important role as role models in this context. Their content can influence which body images are perceived as beautiful, desirable, or socially accepted. Young followers in particular often take their cues from these portrayals. A mindful approach to staging, filters, and photo editing, as well as the visibility of different body types, can help challenge one-sided beauty ideals.

This is where body positivity comes in as a countermovement to body-related belittling and exclusionary beauty ideals: it stands for the acceptance and appreciation of diverse bodies and especially empowers people whose appearance is devalued by society. Influencers can convey this approach in their role as role models – for example, by speaking respectfully about their own and other people’s bodies, making different body types visible, and clearly standing up against body shaming in their community. In brand partnerships, too, this attitude shows in the imagery, the choice of words, and the selection of messages conveyed.

As a model, you may face degrading comments about your body on set or at castings. You don't have to accept them, so raise them with your agency, which should protect you and stand up for respectful working conditions with clients. As an influencer, you mainly experience body shaming in comments and messages as soon as you show yourself and your body. Make sure your own content doesn't send demeaning messages about bodies either, because your community takes its cues from you. Either way, it helps to report and document hurtful comments and to get support from people you trust. You can also get free, confidential advice on the German helpline of the Federal Institute for Public Health at 0221 892031, available Monday to Thursday from 10 am to 10 pm and Friday to Sunday from 10 am to 6 pm.

See also: Cyberbullying, Fat-shaming, Skinny shaming, Follower, Body positivity.