Perpetual waiting: Analyzing dieters’ time in WW’s Instagram posts

IF 0.8 Q3 SOCIAL SCIENCES, INTERDISCIPLINARY Fat Studies-An Interdisciplinary Journal of Body Weight and Society Pub Date : 2021-07-12 DOI:10.1080/21604851.2021.1950307
Or Glicklich, Sara Cohen Shabot
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Abstract

ABSTRACT WW (formerly known as Weight Watchers) is one of the biggest and most successful diet companies in the world, and its social media presence, showcasing the company’s mostly female clientele, is saturated with messages regarding time and temporality. Unlike many descriptions of dieters’ experiences from their own points of view, this article examines WW’s corporate perception of dieters’ time as evidenced in its Instagram publications. We argue that WW presents to its online audience a dual conception of dieters’ time, in which the present is both missing and at the same time present in hyperfocus. It is missing in that the fat body is seen as an obstruction to a life of fulfillment and happiness, as merely a step on the way to unlocking one’s true potential via thinness; it is present in hyperfocus in that the monitoring and disciplining of the body through the program’s point system requires constant vigilance and preoccupation with food and eating. Since, as the research indicates, the promise that dieting will result in a thin body is rarely realized, dieters are thus left in a cycle of dissatisfaction, an existence taken over by calculations, and a perpetual state of expectation and waiting.
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永恒的等待:分析WW Instagram帖子中节食者的时间
WW(原名慧俪轻体)是世界上最大、最成功的减肥公司之一,它的社交媒体上充斥着关于时间和时间性的信息,该公司的客户主要是女性。与许多从他们自己的角度描述节食者的经历不同,这篇文章研究了WW在其Instagram出版物中对节食者时间的企业看法。我们认为,WW向其在线受众呈现了一种节食者时间的双重概念,在这种概念中,当下既缺失,同时又处于高度聚焦状态。它的缺失在于,肥胖的身体被视为满足和幸福生活的障碍,仅仅是通过瘦身释放一个人真正潜力的道路上的一步;它存在于过度聚焦中,因为通过程序的积分系统对身体的监控和纪律要求始终保持警惕,并专注于食物和饮食。正如研究表明的那样,节食能带来苗条身材的承诺很少能实现,因此节食者就陷入了一个不满足的循环中,一种被计算所取代的存在,一种永恒的期待和等待状态。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
1.80
自引率
20.00%
发文量
32
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