In today’s digital landscape, social media is not just a tool for connection but a powerful creator of collective imagery. The way people perceive beauty, food, and well-being is heavily influenced by the content they consume daily. However, this narrative is often distorted by marketing strategies, filters, and careful image selection, leading to alarming phenomena such as body dysmorphia and eating disorders.
The construction of the “Perfect Life”: marketing the unrealistic
Understanding the power of images and digital narratives is crucial. Brands and influencers know that aesthetics are key to engagement: perfect colors, sculpted bodies, meticulously plated meals, and dreamlike lifestyles capture attention and drive interaction.
However, this curated aesthetic does not always equate to authenticity. The lives displayed on social media are narrative constructions, not reflections of reality. Every post is the result of planning, editing, and storytelling—elements that often go unnoticed by the audience, leading to unfair comparisons with impossible standards.
This discrepancy significantly impacts self-perception, especially among younger generations, who are the most exposed and vulnerable to these idealized images.
The myth of perfection and harmful trends
One of the most dangerous aspects of social media communication concerns the relationship with food. Today, the concept of healthy eating is often distorted by extreme trends that either promote hyper-controlled diets or glorify excessive binge eating.
Platforms like Instagram and TikTok are filled with videos showcasing flawless dishes, minimal portions, and rigid dietary regimens disguised as “healthy lifestyles.” This “clean eating” aesthetic leads many young people to develop food obsessions and orthorexia, an unhealthy fixation on eating only “pure” foods. On the opposite end, the mukbang phenomenon, where influencers consume massive amounts of food, normalizes uncontrolled binge eating, further confusing perceptions of balanced nutrition. Viral challenges such as “water fasting” or “dry scooping” exemplify how social pressure and the desire to conform to certain beauty standards can result in harmful behaviors.
Body dysmorphia: the distorted reflection of digital communication
Body dysmorphia, the obsession with nonexistent or exaggerated physical flaws, is amplified by constant exposure to retouched and filtered images. Today, editing tools like FaceTune or Instagram filters allow anyone to modify their appearance within seconds. The result is an entire generation growing up with an artificial standard of beauty that is unattainable without cosmetic procedures or extreme dieting.
From a communication perspective, the issue is not just the use of these tools but their normalization. When an entire platform is flooded with flawless faces and sculpted bodies, perceptions of reality shift, and audiences begin to see these images as natural standards.
Responsibility and solutions in the communication industry
While visual marketing is a crucial part of social media success, there is an increasing need for responsibility in digital narratives.
More and more brands are embracing authentic aesthetics, showcasing unretouched bodies, natural skin, and realistic food portrayals. Campaigns like #NoFilter and the body neutrality movement highlight the importance of moving beyond unattainable standards to promote a healthier, more inclusive image.
Similarly, companies and influencers in the food and wellness industries must avoid glorifying extreme diets and messages that encourage unbalanced eating habits. Instead, they should focus on promoting well-being responsibly. Educating audiences to distinguish between reality and curated content is essential to reducing toxic comparisons and social anxiety. Additionally, platforms must commit to regulating harmful content, limiting the spread of dangerous challenges and distorted body ideals.
Towards more ethical communication
The role of social media and digital marketing in shaping perceptions of body image and food is undeniable. Those working in communication have both the power and the responsibility to redefine narratives, fostering a more inclusive and realistic message.
Creating authentic content does not mean sacrificing aesthetics or engagement but rather adapting to a new era of communication, one where balancing aspiration and reality can make a real difference in the mental and physical health of millions.
If we want a healthier digital future, we must start today.
