Tide Pod challenge creating brand crisis?

Do you ever just remember something that was popular or trending and just think wow the human race is just insane, like really really stupid? I mean how are we supposed to be the most intelligent mammals when things like this become a thing. Well this is exactly what I thought when I heard about the ‘tide pod’ challenge

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Basically, it became trendy to eat tide pods- yes as in the ones you put in the washing machine to do your laundry. Which by the way, contain ethanol, citric acid and other dangerous chemicals that are poisonous. The whole thing started when tide pods became known as a ‘forbidden snack’ online due to their colourful appearance making them appear like sweets. Soon after videos emerged of teenagers (yeah not toddlers) eating the laundry detergent. While it was later confirmed most people where only pretending to take a bite, a lot of people actually did. American association of poison control reported 86 cases of teenagers intentionally ingesting laundry detergent in 2017. I’d also like to highlight the point about this being teenagers involved, I mean I would of understand if my 3-year-old godson was fooled by this. The main problem was both social media and the headlines in the mass media. Social media is dangerous in that everyone seems to want to be famous on it these days so will do whatever to keep up. It also made the few serious incidents of actual ingestion look like a worldwide epidemic. Image result for tide pods challenge gronk video"

I also think the mass media look for any reason to blame the younger generation for all the worlds problems. They also in some ways fear the popularity of social media and so want to undermine its positivity. For example, headlines started along the lines of ‘teenagers eating laundry detergent pods and posting the videos online’ to ‘teenagers risking their lives for internet challenge.’

For Tide pods this was a serious PR disaster. Many headlines suggested that it was even time to ban tide pods for good. Whether people where really eating them or just pretending to it brought forward a real danger about the design of the pods. They have been known previously to confuse the elderly people with dementia and of course young kids with their bright colouring. Therefore, this viral trend had others thinking in this way and demanding something be done. The owners of tide pods could not in their right minds predict that teenagers would take up eating their products as a hobby. Due to this they were probably not well prepared for this particular PR crisis, however, their parent company Proctor and Gamble handled the situation quite well considering. They got American footballer Rob Gronkowski nicknamed ‘Gronk’ involved in the recovery. They uploaded a tweet of them asking Gronk should people ever eat tide pods to which he replies ‘no’ several times. He then goes on to say use tide pods for washing not eating. Teenagers today are obsessed with celebrities, so It was smart of Proctor and Gamble to use one promoting safe use of their products

.Image result for tide pods challenge gronk video"

They didn’t really go crazy with their crisis management over social media. There was that video and one other tweet ‘Only things that should be on today’s menu: nachos, wings and plenty of team spirit. Save your tide pods for the stains later.’ This was probably the best thing to do as most parents will agree telling teenagers not to do something seems to make them want to do it a whole lot more. The product itself was already safe as it was properly locked so focusing on the social media craze was all they could really do. They also tried to get the videos removed to stop them from reappearing or becoming another PR crisis in the future. YouTube did eventually start to delete the videos however the jokes and memes will live on forever really

.Image result for tide pods challenge meme"

That being said in a world where there are now apparently over 100 genders is it really that much of a reach that people would eat laundry detergent to gain internet fame. The real problem here is that teenagers need to learn the difference between famous and infamous.

Katie Doyle is a final year Bsc in Communication Management and Public Relations student at Ulster University. She can be found at: Instagram-@katiedoyle54 LinkedIn-https://www.linkedin.com/in/katie-doyle-9a0551195/ Twitter-https://twitter.com/ktdoyle6

Does WIFI connect us?

Does WIFI connect people?

Over the past three weeks I have been learning what life is like without WIFI, through no choice of my own I might add. I have been spending my days with my two closest friends in our new flat in Belfast. We had been excited to move in, however as nice and comfortable as the flat is, our friends still will not visit for long because of one overwhelming detail, no WIFI. There have been several phone calls made to Virgin Media and several mix ups, mistakes and confusing conversations that have happened in the past weeks to try and put the problem right. It can be argued that we are a very laid-back bunch and the problem could have been sorted sooner. However here we are, still no sign of the WIFI being sorted.
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As much as I would like to consider myself as one of the very few young people today who is not completely dependent on the internet and social media I cannot help but notice, especially over the past weeks, how much it controls so much of what I do and how much it surrounds me in my day to day life. Being twenty-one in this day and age means that a lot of our news and gossip comes via group chat messages on WhatsApp. This means we felt very in the dark about things going on the outside of our flat and relied on people visiting to gather any juicy information we were missing out on. As students all on the minimum wage at our part time jobs it’s worth mentioning that we couldn’t afford to keep buying data from O2, who charge ten pounds for the smallest amount of data and get away with it because of desperate people, like ourselves. I can’t help but think, what did people used to do?

How we survived
Boredom soon set in when we couldn’t scroll through Instagram or view Snapchats or even watch a movie together because we had no television and, wait for it, no Netflix. We were forced to entertain ourselves. One major lesson I have learned over the past few weeks is how fun it can be to cook a meal with your friends and sit down to enjoy it while having an actual face to face conversation. I Felt like I was learning things I never knew about these girls I have known for several years. However, another lesson I have learned is how easy it is to overeat when there is nothing else to do… I even had a friend turn to me and say, in a very serious tone,
‘I really don’t know what I’m going to do when I finish this yogurt’ .

We decided we would not let it get the best of us, we convinced ourselves we could be entertained without any form of internet. We ventured outdoors. For anyone out there who ever finds themselves without WIFI for long periods of time I really recomCM8mend the cinema. I know it’s not the cheapest form of entertainment for fellow students but even going one night a week was a great reason for us to leave the house and do an activity together. We even started doing home workouts together, as we currently can’t afford the gym membership, which made us feel really productive and bonded us together even more. A morning walk to buy a coffee became something to really look forward to instead of it being the chore it used to be, having to leave the house. One major thing we all noticed was how out of place we felt when standing waiting in places and not having a phone to scroll through. We noticed everywhere we looked people were staring at screens or had earphones in. The overall experience has left me pondering one big question, does WIFI bring people together, or keep us apart?

Reasons I feel we need WIFI
1- The internet is an amazing invention that enables us to instantly contact a whole group of people through one easy click.
2- We can see News from around the world at any time and because of this young people are much more involved in what is happening in the world.
3- If used correctly, the internet can really be educational. For example any random question that pops into my head during the day I can google it and find the answer instantly, this saves a lot of arguments with my brothers during debates.
4- I have stayed in touch with friends from my school who have moved countries or drifted from me in real life and I can see what everyone is up to.
5- The world, in my opinion, is much more open to different cultures and knowledgeable about them because of the internet and social influencers.
6- It’s hard to feel lonely when the whole world is at your fingertips

Reasons I feel we don’t need WIFI
1- I feel like I spend so much of my day staring at screens and this feels very unnatural to me and has affected my eye sight and attention span.
2- When being on your phone takes you out of the present moment you are in with the people really standing in front of you it is hard to argue that we are more connected because of it.
3- Social media sights can turn into popularity contests very easily when young people start competing for likes and basing how they see themselves by the number of likes their selfie got.
4-There is an evil side to the online world that opens young people up to risk and danger and online bullying.
5- While not having any form of WIFI, data or phone usage I noticed how much it had taken over my life.

So basically, overall my experience has taught me that as much of a hassle as it was and as bored as I felt at times, I need to learn to be less dependent on WIFI. I now know I can live without it, it is possible, but maybe I just don’t want to.

Ever O’Neill is a final year BSc in Communication Management & Public Relations student at Ulster University. She can be found on Instagram – emeroneill29 ; and Facebook Emer O’Neill

Keeping on top of your digital strategy

I’ll start off easy. For many of you who don’t study anything business or marketing related, you may look at the words ‘Digital Strategy’ and freak out. More haunting words that sound like you’re travelling down the wrong path, but once you come to grips with it you can turn your business into an overnight success. Okay, maybe not overnight, but you get what I mean!

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Having a clear understanding of what Digital Strategy is, allows you to start working on building your reputation and stacking up the dollars on a digital scale. ‘Digital strategy’ can be summarised in seven words – “achieving marketing objectives through applying digital technologies” (Chaffey and Ellis-Chadwick, 2012). Analysing a straightforward definition like that makes it feel like we’re reading ‘Digital Strategy for Dummies’ and that it could all be so simple, but we still need to consider our hyper-competitive marketplaces to allow us to take control.

So how powerful is a Digital Strategy?

In a recent study ‘Managing Digital Marketing’ by Smart Insights it concluded 46% of brands don’t have a defined digital strategy. Shocking. We’re now in 2018 and almost half of business leaders don’t realise this is how you let your business grow? You need to start making a plan! And fast.

Thankfully we have progressed since the release of the first website and the digital world continues to get more interesting. Your business can now take to the stage in more than just the newspaper, it can feature on social media sites I’m certain you’re familiar with (Facebook, Instagram, Twitter), e-mail marketing, classified ads and the easiest way of-mobile marketing. All inside that device you throw into your back pocket-well that’s if you’ve progressed from the Nokia 3310, also known as ‘The Indestructible’.

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Depending on the aspect you want your business to take and the marketing strategy you have in place, ensuring you’re going to reach the target audience you want, your knowledge of the route you want to lead needs to be concise and creative in order for it to work. Websites that are easy to use are key, keeping up with market trends, your performance as a business-how quickly you respond and the manner that you respond in, also promotional messages. Simple actions will have loyal customers rolling in, forming that purchase and re-purchase behaviour. For example-Domino’s daily texts and e-mails with discount codes and saying that they missed me encourages me to scoff those carbs down with no regret. They don’t shy away from the innovative marketing tactics and neither should you. (Which reminds me my Sizzler should be here by now, brb.)

Snapchat recently have integrated a ‘Website link’ feature which allows brands to attach their website in their snaps and direct consumers straight to their website address and browse it without having to close the app. An innovative way to up sell products, especially for smaller businesses who have just started up, increasing their digital presence and opportunity. Hurts my bank balance though.

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Do I need one?

Y-E-S! Having no direction within a business can be an absolute nightmare. And a strategic plan that is not too complicated will allow for the digital objectives that you want to pursue to be achieved. This will allow for a stronger connection with existing customers whilst developing new relationships as a result of adopting use of those digital tools. The start of your plan should be based on a detailed situational analysis. Summarising this as the process by which the company develops a clear understanding of each individual market and then evaluates its significance for the company and for other markets in which the business operates.

Google Analytics is an easily accessible tool can help to monitor these aspects, giving a stronger indication of how your success can measured. They proliferate your awareness of your target audience, improve engagement and interpret the data you need to continue to create this effective digital strategy.

Following PR Smith’s model; SOSTAC allows for a balanced strategic plan and can be used no matter if your business is big or small. Once you have analysed the situation, your objectives come into practice and you want to start engaging with your customers and ensuring their needs are satisfied. The strategy now in this modern technological world would involve getting your advertisements out on social media sites, making yourselves known, zoning in on the areas you want to target and who. With your focused and efficient tactics, the model will allow you to monitor and control, so if problems arise, they can be easily construed and stopped in their tracks before anything too crazy happens.

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What makes it so effective?

Brand identity. Is your presence known? If it’s not then you won’t be remembered in a hurry! You want to make yourself aware on and off the internet bringing brand promise, this needs to be consistent. Kapferer created a brand identity prism that is a good framework for helping you source the answers to questions like; ‘What makes a brand distinguished?’, ‘What is brand equity?’ Kapferer’s (1997) argument that this new model adheres to, is that brand identity is a richer concept to understand and build brands, than just focusing on positioning. Allowing you to determine possible limits for brand development and variation. Then, you’re on the path to success.

See, it’s simpler than you think. Although I do advise that you always plan for the worst as you cannot control every situation or employee that crosses your path. Feedback from customers can be a heart-breaking or a ‘made my day’ experience, reels in opportunities to boost your business, being inspired to improve. As Jeff Bezos, founder and CEO of Amazon says; “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Reputation makes customers.

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Fionnuala Hegarty is a final year BSc in Communication Management & Public Relations student at Ulster University. She can be found on: Twitter – @fionnualaheg,  LinkedIn –Fionnuala Hegarty, and Instagram – fionnualahegarty

Cheating Your Way to Instagram Likes

Here we are in the Digital Era where social media rules the world, well not exactly but it does play a massive part in society. Today I’m taking the leap and blogging for the first time, sure everyone’s got to start somewhere. I decided instead of telling you about myself (which will come in my following posts) that I’d give you some helpful tips to keep those likes rolling in on your Instagram. There’s more to it than just uploading a post, there’s an art to posting and I’m going to share with you the four key factors.

  1. Prime Time

If you are into ‘Likes’ and getting as many as possible, well then I hope you already know this one. But if not let me tell you a bit about prime time. It’s probably the most important thing for getting likes. Knowing when to post not even what to post. Although, this does change from time to time. At the moment prime time is on Thursdays, both around 3pm and 9pm. Whether it’s the day when everyone’s got fed up at work or if it’s a night that people decide to sit in and chill either way people are checking their feeds that bit more.

It’s simple the more people that see your posts the more chances of getting likes you have.      

go like my post

  1. Golden Hour

If you’re in the selfie mood make sure you don’t miss golden hour. Lucky enough depending on the day there can be two golden hours. For those who don’t know this is the hour shortly after sunrise and just before sunset. Although, we can’t take all our photos at golden hour when the natural lighting is actually good it’s important to make sure the alternative lighting is actually working for you. Get moving, check all angles, try flash on and flash off until you find the perfect spot and lighting.

Lighting in photos is key, you don’t want to be using too many filters. However, if you need to use a filter, be smart about it. Make sure it improves the image as a whole not just cover the fact your face looks a bit red or makes that spot less obvious.

Oh, and be aware it doesn’t always last an hour. So get snapping when you can!

golden hour

  1. Think Square

The most annoying thing about Instagram, well apart from the fact you can’t add to your highlights without having to add the picture to your story, is the fact that most of your images don’t fit in the box that Instagram provides. Leaving most people having to put silly boarders around their photos. To be honest, I’m always this annoying person. You know yourself that on nights out it’s not the first thing that comes to mind when taking a photo.

Tips to avoid needing a boarder are to take the photos from far away so that when the Instagram box crops them they’re only cutting out the unnecessary parts of the image. Another trick is to take your photos using the square setting on IPhone’s. Sorry, I’m not quite sure if this is called on other phones. If you’re really stuck try taking the photo directly on Instagram.

fitting

  1. Captions

Captions can make or break a post. It’s easy just to choose a smiley face and post, but that’s not the best thing to do. There’s an art to writing a good caption.

Take your time thinking. Show your personality. Use your humour. Don’t be too formal or serious. If you make people laugh or smile then your post is giving off a positive impression and that’s what you ultimately want. Trust me it can be harder than you think. If you’re unsure keep it brief, no one goes on Instagram to read an essay unless you’re an influencer.

Personally, I tend to avoid going for too many emoji’s. The same goes for hashtags as I only use a personal Instagram and have it on private. However, if you are using these make sure they’re relevant and you only use a few, 3 or 4 max. Plus, check your spelling (and grammar) as this will be one of the first things people notice and trust me people will be cringing for you.

Remember a good caption encourages engagement.

grandma

By following the four hacks I’ve suggested to you above you can increase your engagement, likes and followers. A final tip I can give to you is to post often and frequently, keep those followers updated. I’m hoping these tips get you them much wanted likes and spruce up your Instagram. Fingers crossed I start to pay more attention to them on my own page and get rid of all those boarders.

Claire Loughran is a final year Bsc Communication Management and Public Relations student at Ulster University. She can be found on Linkedin – https://www.linkedin.com/in/claire-loughran-959871169/

Gone are the days when children dreamed of becoming doctors and nurses – today’s children want to become You Tubers and Vloggers

You Tubers. I mean, I would imagine that most would be aware of what a You Tuber is nowadays but incase you have indeed been living under a rock for the last 10 years, here is a quick explanation of what exactly a You Tuber is…

The explanation of a You Tuber tends to split todays society in half as the definition can vary between two. For example:

Sourced by the ever so trustworthy Urban Dictionary…

‘SomeoneWhoMakesDefinitions’ defines a YouTuber as “Someone who uploads You Tube videos, particularly someone who has some what of a fan base. Although it can mean anyone in YouTube, it specifically means someone who makes videos.”  Whilst, ‘AKACroatalin’, defines a You Tuber as “Someone who posts clips or pontificates on You Tube. Usually a brain-dead nonentity with no friends who is idolised by cretinous preteens who have no life.”

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You can make up your own mind.

It may seem surprising that this activity even pays enough to be taken as a full-time job but it is important to understand that the figures vary depending on many different factors.  For most You Tube channels, it can take more than a few years before they start seeing a consistent income through the use of online advertising, sponsored brand posts via Instagram and by earning money through their amount of views per video.

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British beauty and fashion vlogger, Zoe Sugg, better known as Zoella has an estimated net worth of £2.5 Million as of 2019. She first began her channel in 2009 and currently has almost 5 Million subscribers to her main channel.

According to CelebsNow, You Tube vloggers earn approximately ‘£0.0007 per view’ and Zoella’s channels average out to 22 million clicks per month, resulting to monthly earnings of £15,000.  CelebsNow also reported that her written blog Zoella.co.uk makes around £4,000 per month from ads alone, with approximately 7.4 million clicks each month. Zoe & her boyfriend, Alfie Deyes who also happens to be a YouTuber even have their own wax figures in Madame Tussauds, London!

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I have actually seen these in real life and I can confirm, they are just as creepy in real life as they are in this picture.

But where is the downfall with all of this? Why should we be worried about young children aspiring to be You Tubers?

Due to the likes of Zoella and many others, you may find that a large amount of young teens today when asked ‘What do you want to be when you grow up?’, they will answer ‘A YouTube Star’.

A recent survey by LEGO & Harris to mark the 50th anniversary of the moon landing showed that children were three times more likely to want to become a YouTube Star than an astronaut. Only 11% of 8-12 year olds said that they wanted to work for NASA whilst 29% said they wanted to show their life through content online. Five of the top ten earning You Tubers in 2018 were men who filmed themselves playing video games which results in thousands of young boys having a new ambition – playing video games. This is something  that’s widely seen as grim.

“Gone are the days when children dreamed of becoming doctors and nurses – today’s children want to become You Tubers and vloggers,” wrote the Daily Mail in 2017.

And to be honest, I find this is absolutely terrifying! I fully understand that it can be a great outlet for those who flourish when it comes to creativity but we all know how hateful the online world can be and how much of an effect it has on large amount of people’s mental health, especially young people! Some may argue that it’s no different than a child wanting to become a famous athlete, singer or actor but I disagree. People in these jobs can switch off, however, You Tubers & Social Influencers cannot as their life is online.

Children and young teen’s interests no longer lie with getting outside to play with their friends and roll in the mud as quickly as they possibly can, it’s all about getting onto their iPads and iPhones to look up their next You Tube video.

All I can say is that I will forever be thankful that I was born in 1997 and somewhat avoided the deep dark hole of social media at a young age.

 

Laura Magennis is a final year BSc in Communication Management and Public Relations Student at Ulster University. She can be found on LinkedIn at  linked.com/in/laura-magennis-035529157/

 

 

 

 

 

 

 

The ‘Rise and Shine’ of Kylie Jenner

It is without a doubt that everyone under the age of 30 knows the infamous Kylie Jenner who has made her mark on the beauty industry. She was recently proclaimed as the youngest ‘self-made’ billionaire at just 20 years old but given her family background this term is debatable and sparked major controversy in the online community.

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As the youngest member of the Kardashian/Jenner dynasty, it is clear that she had a lucky start to wealth and fame that many cosmetic brands and people can only dream of. Before Kylie Cosmetics there was the hit reality show ‘Keeping up with the Kardashians’, 12 years and 17 seasons later we have seen her life and personal growth projected on our screens. But Kylie became her own person aside from her family and built an enviable social media platform, with 151 Million followers on Instagram she is the 7thmost followed person in the world, alongside sister Kim placing 6th. So, on the marketing aspect of things she had already created her own brand and status even before Kylie Cosmetics, but the financial aid from her family and amazing looks made it easy for her to create her own business and become the woman she is today.

 Ultimate Influencer

There is no question that she is the ‘ultimate influencer’ and unlike a lot of beauty companies she only needs to rely on herself to promote and model her products due to her porcelain features and infamous lips, therefore saving money and creating demand as consumers will see every product on her and influence their decision.  This was unsurprisingly the starting point for kylie cosmetics as the ‘Kylie Jenner lip’ trend peaked in 2015 and is still the standard look for many wanting to get lip filler. Whether it is a new holiday/birthday collection, skincare or Collab with her family, Kylie Cosmetics has come a long way from the ‘OG’ lip kit trio, Candy K, Dolce K and True Brown K.

Although there is a major comparison between Kylies’ personal account (151M) and Kylie’s Cosmetics (22.4M), she is still ahead of her game with beauty giants such as Anastasia Beverly Hills (20M), Jeffree Star Cosmetics (6.9M) and ColourPop (8.6M). All of which specialise in their own products, but have expanded due to the pace of the beauty community, and its demand for new and out of the box products.

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Kylie Cosmetics is able to survive because of successful marketing tactics, and with her being such a relatable and influential figure to a demographic of 18-24-year olds they have developed FOMO. The ‘fear of missing out’ happens to so many of the beauty communities’ consumers as products are marketed on a ‘need to have’ and ‘limited quantity’ bases. An example of this is the very first sale of the original Kylie Lip Kits, the lipstick and liner set came in 3 shades and due to the hype it caused ripples on social media, and those ripples caused waves. The kits were sold out in 30 seconds and crashed the website due to extreme online traffic. With every purchase of a lip kit, girls were being sucked into this fantasy of getting the perfect ‘Kylie lip’. This set the bar for the company and over the years they have expanded into eyeshadows, highlighters, blushes, brows and skincare and became more versatile in such a competitive industry.

In terms of driving demand her brand was based in the US and created urgency from those in other countries to buy her products, meaning people were waiting in different time zones at launches and willing to pay more for shipping. She also used the tactic of pop up shops for the first 2 years of running Kylie Cosmetics. Since her products were only sold online it created a want in customers as it was a one-time opportunity to get her products and potentially meet Kylie, so they were inclined to go. Although she was known for her amazing swatching videos, the pop-up shops gave customers a real-life experience to try the products and not be stuck into the commitment of making a purchase solely based on images and reviews. This is an appealing aspect for her target audience of young women who most likely do not have the income and need to ‘try before you buy’ as her brand was not portrayed as being cheap or drug store.

Whether you gravitate to Kylie or her family, it is undeniable that her marketing strategies are simple but effective, and regardless of her pretty face she is able to connect with her fans and create such a strong brand image that drives demand. But on top of being a makeup mogul she has recently become a ‘meme queen’ with her hilarious line ‘rise and shine’ as she woke up her daughter in one of her YouTube segments, to which she trade-marked and merchandise was on her website within a few days. Further showing she is business savvy by capitalising on viral trends. It will be interesting to see how her empire develops as she recently sold 51% of the company to COTY, who deal with the likes of Rimmel and Covergirl, as well as other major self-care brands. They see potential in expanding Kylie Cosmetics and Kylie Skin into more in-store retailers around the US and internationally.

Chloe Light is a final year BSc in Communication Management and Public Relations student at Ulster University.  She can be found on LinkedIn at https://www.linkedin.com/in/chloe-light-358421172/ and Instagram @Chloe_lightbulb

 

Is social media normalising being unhealthily overweight?

Is social media normalising being unhealthily overweight?

Everyone has a love-hate relationship with social media; why?

Pros:

  • Easy way to keep in touch with friends
  • Easy access to current affairs
  • Enables us to educate ourselves

The list goes on. There are endless reasons why we love social media; the extent to which can be seen in cities like Augsburg, Germany where pedestrian crossings signs have been put on the ground; because we spend most of our time with our heads down, engrossed in our phones. 

Cons:

  • Depression
  • Cyberbullying
  • FOMO (Fear of missing out)
  • Negative body image
  • Unrealistic perceptions of other people’s lives

Social media also has its pros and cons on the subject of body image. It can be a source of ‘fitspiration’ to people striving to lead healthier lives. Aroosha Nekonam battled with anorexia for years and claimed social media helped her in the midst of her eating disorder. https://www.healthline.com/health/social-media-choices#inspiration-vs.-expectation 

female bodybuilders’ Instagram and Youtube accounts provided something to aspire to

This is, on the other hand, is one of social media’s biggest downfalls; and dangers! Constantly flicking through Instagram, seeing models with perfect physiques on regular holidays; wearing expensive clothes, and driving expensive cars. This can have a profound impact on someone’s mental health; especially when they start comparing their lives to what they see on Instagram.


The question I pose is: are the various body positivity campaigns such as the 2012 #FatKini, or #LoseHateNotWeight encouraging us to be more physically unhealthy? In a time where positive mental health is so important, could we be losing sight of how necessary good physical health is to compensate?

losehatenotweight

For years, the ideology that you have to be a size 4 to be regarded beautiful was all that we knew. In an age of mental health being so prevalent, businesses and individuals with a platform have tried to combat this mentality, which in my opinion is a huge positive and step forward. It is completely unrealistic to assume that all women should be a certain size as we come naturally in different shapes and sizes.


Dr. Stephanie Buttermore, a Ph.D. academic turned fitness model from Canada, is going “all in” in an attempt to prove that people’s bodies have a natural ‘set point’. Buttermore describes going ‘all in’ as eating until your hunger is completely satiable. Stephanie expects that by the end of the process her body will return to a size where it is genetically supposed to be.

Stephanie Buttermore

She delves into the process on her YouTube channel, self-titled, Stephanie Buttermore https://www.youtube.com/watch?v=DotlyWhBhak


Returning the focus to social media body positivity campaigns: I fully understand the main point of these; to be happy in your skin. As we are trying to push away from the thinking that you have to be ‘skinny’ to be viewed attractive. For example, Dove’sReal Beauty’ campaign, showing a diverse range of models; one that I thought displayed the message of body positivity in a healthy way.

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Another company that I feel tried to jump on the bandwagon with this, and in my opinion, failed was Gillette. Gillette’s April 2019 Twitter advert featured a plus-size model, Anna O’Brien.

Gillette

This campaign faced major backlash stating that the model shown is not healthy, and listing health problems that arise from being obese.

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Companies like Dove are positively combating the mentality that being dramatically underweight is not healthy, however, they are not using models at the other end of the spectrum to show this – surely this would be contradicting anyway?


We cannot deny the implications that come with being overweight: In England, obesity rates have increased from 16.4% in 1993 to 26.8% in 2015 in women (with similar statistics in men) costing the NHS £6.1 billion between 2014-2015 alone. Obesity is a trend that is on the rise and these figures are only going to vastly increase.

Now let’s look at the actual health risks associated with obesity:

  • 3 times more likely to develop colon cancer
  • 2.5 times more likely to develop high blood pressure (higher risk of heart disease)
  • 5 times more likely to develop type 2 diabetes

Obviously, obesity blame is not solely on campaigns like Gillette but isn’t helped by businesses on social media trying to normalise it to appear more inclusive with the sole purpose of generating more sales; disregarding the physical health risks that are brought with it.

I appreciate that businesses using these campaigns have an aim to make women feel more confident in their skin; although I think that we need to be more conscious of how this can be perceived. Many people may look at these campaigns and think that being physically healthy is not a priority so long as you’re happy, which to an extent may be true. Looking at social media for a perfect figure is unhealthy as often these figures are naturally unattainable. Pictures have been airbrushed and models have had surgery but it can be a great source of information and motivation to get on the right track.

My point is that we cannot neglect our physical health in the hope that we will feel more mentally healthy, instead, we need to work on getting to a place where our bodies and minds are both happy and with a healthy diet and regular exercise this can be achieved.

 

Orlaigh Doherty is a final year Bsc Communication Management and Public Relations student at Ulster University. She can be found on: LinkedIn – https://www.linkedin.com/in/orlaigh-doherty-7351a7139/