Digital Marketing and Social Media's Impact on Eating Disorders: A Comparative Analysis of the Roots of Appearance Anxiety in China and the West

In the modern age marked by digital advancements and innovation, the global diffusion of social media and digital marketing has started shaping and defining contemporary society’s new cultural norms, ideals, and interpersonal relations. In this context, this thesis aims to explore the potential impact that digital marketing and related advertising campaigns may have on people’s body perceptions and eating habits, with a particular focus on the differences and similarities between China and the West. By examining different cultural, economic, political, and social factors, this comparative analysis will provide insights into the diverse strategic approaches to marketing campaigns and their potential influence on body image across the globe. The key consideration is how the rapid proliferation of digital ecosystems may have ushered in an era of new marketing, as the centrality of human bodies could become a source of dissatisfaction, possibly contributing to the diffusion of eating disorders such as anorexia, bulimia, and binge eating. Therefore, by analyzing recent studies conducted both in China and globally, this thesis seeks to establish a solid connection between social media usage, the impact of digital marketing campaigns, and the increasing prevalence of eating disorders and appearance anxiety worldwide.