Conversations and Marketing of Women’s ‘Thick’ in African Social Media Spaces: Implications for Health Communication on Overweight

Abstract

A captivating advert for a body enhancement pill ran as '"Get thick"' potent weight gain pills with enhancement herbs for bigger butt". This advert captures the frenzy for 'thick' bodies that has gripped most African youths and self-mediated on social media platforms for various reasons that may include getting views, gaining popularity, enhancing sexual attractiveness and enhancing self-confidence, among many others. It is within this context that this social media ethnographic study explores the social influence of 'thick' body trends on X, focusing on African bloggers and their audiences. The study further explored the implications of the social influence of body enhancement posts on efforts by the World Health Organisation (WHO), African Union and its affiliated countries to address overweight among their populations. The findings revealed that illicit weight gain remedies were sold on X, facilitated by disinformation. In countering this disinformation, medical experts and enlightened individuals educated their audience about the risks of taking illicit body enhancement remedies.

Received: 26 March 2024 / Accepted: 25 June 2024 / Published: 8 July 2024