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The Thigh Gap Obsession and Social Media

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What drove us to this study?

Few days back there were much news citing Social media is feeding girls towards the dangerous thigh-gap obsession. Is Social Media really fuelling girls’ towards the dangerous thigh-gap obsession? If so, how are people using social media to encourage others to get obsessed was the primitive motive behind the study. Interestingly, when we had searched for #thighgap, #thinspiration, #thinspo, (Inspiration to become Thin) on Tumblr. It redirected us to a free help line run by the NEDA. This made us to know how big the issue was on social media

Cover page picture credit: www.wnol.info

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The Thigh Gap Obsession and Social Media

  1. 1. Is Social Media really fuelling girls’ towards the dangerous “thigh gap” obsession? July, 2014
  2. 2. WHAT DROVE US TO THIS STUDY: Few days back there were many news citing Social media is feeding girls towards the dangerous thigh-gap obsession. Is Social Media really fuelling girls’ towards the dangerous thigh-gap obsession? If so, how are people using social media to encourage others to get obsessed was the primitive motive of this study. Interestingly, when we had searched for #thighgap, #thinspiration, #thinspo, (Inspiration to become Thin) on Tumblr. It redirected us to a free help line run by the NEDA. This made us to know how big the issue was on social media When searched for #thighgap, #thinspiration and #thinspo, (Inspiration to become Thin) on Tumblr, it redirects to this page “If you can stand straight with your knees together and see a space between your upper thighs, you have what thousands of teen girls are willing to starve themselves for. The “Thigh Gap”. Reference: www.startribune.com
  3. 3. WHAT DID WE FOUND : • Based on the engagement per post on Thigh gap, it was observed that posts on thigh gap were drawing attention from people on social media • 45% of those who talked about thigh gap showed interest towards having a thigh gap while 30% of them were not interested/bothered at all • Being skinny is beautiful, Celebrity Impact, Peer Impact and to have the sexiest look were the key reasons why girls were interested in thigh gap • Luring young women to eating disorders, No thigh gap, no problem, Feed the body what it needs and stay active with a healthy lifestyle and maintaining a fit and curvy is better than sickly skinny with a thigh gap were the reasons cited by girls who are not interested in Thigh Gap
  4. 4. IS SOCIAL MEDIA REALLY FUELLING GIRLS’ TOWARDS THE DANGEROUS “THIGH GAP” OBSESSION? 787 715 146 144 122 Workout Thighgap Exercise Health Fitness Workout Thighgap Exercise Health Fitness When the top 25 most popular posts on the five categories shown below are considered, the average Notes* per post on Work Out and Thigh Gap was very high indicating how posts on Workout and Thigh Gap received more attention compared to others Thigh gap had much higher notes per post when normalized compared to work out. A single post on work out had around 13574 notes, which helped workout to have a higher average notes per post compared to thigh gap
  5. 5. HOW ARE PEOPLE USING SOCIAL MEDIA TO ENCOURAGE OTHERS TO GET OBSESSED? Most of the hashtags around Thigh Gap were around inspiration to become thin and fit 0 20 40 60 80 100 120 140 160 180 200 #thinspo #thinspiration #fitspo #motivation #hipbones #finspo #fitspiration #skinnyisbeautiful #larryforever #skinny Count of most frequently used hashtag mentions in the thigh gap data set of 3032 mentions The following are the Hashtags that young girls associated with Thigh Gap. Most of these hashtags were used in combination with motivation to become thin and fit. Most of these posts got good engagement from people
  6. 6. 6 Sample Analysis of conversations from people who talked about Thigh Gap Interested Percentage of people who showed interest towards having a thigh gap among who talked about Thigh gap Pranks Percentage of people who played pranks around the Thigh gap Not Interested Percentage of people who are not interested in having a thigh gap among who talked about Thigh gap 44.6% 25.1% Young Girls who have thigh gap were sharing their photos on Tumblr using the hashtags like #thighgap, #thinspiration, #thinspo, #skinny, #motivation, #fitspo etc. Others who see this images found to like, share and were showing interest towards having a Thigh Gap ARE PEOPLE REALLY SHOWING INTEREST IN HAVING A THIGH GAP? 30.3%
  7. 7. WHAT ARE THE REASONS CITED FOR/AGAINST HAVING A THIGH GAP? • To have the sexiest look • Skinny is beautiful • Celebrity impact: Their role models have a Thigh gap and so their thigh gap is their idol • Peer Impact: Motivation from peers who have put down the weight • No more friction burn when walking long distance in shorts KEY REASONS CITED BY GIRLS INTERESTED IN THIGH GAP1 • Luring young women to eating disorders • 1945 Miss America finalists, none of these women have thigh gaps. Not-a-one, stating the fact No thigh gap, no problem: • Attaining Thigh Gap can be a self harm to ones diet • Feed the body what it needs and stay active, with a healthy lifestyle. Beauty is not having a 6 pack or a thigh gap • Maintaining a fit and curvy is better than sickly skinny with a thigh gap KEY REASONS CITED BY GIRLS WHO ARE NOT INTERESTED IN THIGH GAP2
  8. 8. SAMPLE CONVERSATIONS AROUND PEOPLE SHOWING INTEREST IN THIGH GAP https://twitter.com/Starvingcinders/status/490204383226134528
  9. 9. SAMPLE CONVERSATIONS AROUND PEOPLE SHOWING INTEREST IN THIGH GAP https://www.facebook.com/photo.php?fbid=661676413886283&set=p.661676413886283&type=1&permPage=1
  10. 10. PEOPLE WHO SAID THIGH GAP IS NOT SO IMPORTANT
  11. 11. PRANKS AROUND THIGH GAP http://instagram.com/p/ql05obTeqQ/
  12. 12. WHICH REGIONS ARE TALKING THE MOST ON THIGH GAP? People from United states were more interested in talking about Thigh gap; There are significant number of mentions from India, however at the overall level it constitutes only to 1% 42.3% 8.1%8.1% 3.6% 37.9% United States Canada United Kingdom Netherlands Others
  13. 13. WHO ARE MOST INTERESTED IN TALKING ABOUT THIGH GAP? Teenagers who are around 13-20 age range shown interest in talking about Thigh Gap
  14. 14. Methodology Simplify360’s proprietary listening tool is used for collecting the data and counting the number of mentions for each company. A total of 3 thousand social media conversations analyzed in July. Geography considered: Global Period of analysis: July 15 to July 21, 2014
  15. 15. Simplify360 – The Leader of Social Business Intelligence  Most admired brand for Social Media Research on Slideshare  Top 10 Product Technology Company by TechSparks 2010  Listed amongst TOP 10 SMM tools by PR2020 and SocialMedia8
  16. 16. Social Business Intelligence www.simplify360.com Simplify360 is the leading social business intelligence firm. Offerings include: •Social Marketing Suite for agencies •Social Contact Centre for BPOs •Social Command Centre for Enterprises We enable businesses to perform Online Reputation Management, Customer Service, Community Management, Social Media Research & Brand Auditing; Online Sales Lead Generation, and Consumer Sentiment Analysis.
  17. 17. Leaders use Simplify360 Clients Partners Worldwide Brazil and LatAM Saudi Arabia USA Worldwide Singapore & India
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