“…Furthermore, Instagram users are consumers at the same time and can share their own images and receive feedback in terms of interactions such as likes or comments. In terms of Bandura (1971) social cognitive learning theory, repeated exposure to images in the context of beauty ideals can lead to their imitation ( Baumgartner-Hirscher and Zumbach, 2019 ), which is facilitated by a modified self-representation using the filters and image editing options freely available via Instagram, and lead to an easier consolidation of the ideal. The massive prevalence of the representation of hegemonic beauty ideals on Instagram, the slim-athletic ideal for women ( Boepple and Thompson, 2016 ; Ahrens et al, 2022 ) and the muscularity ideal for men ( Fatt et al, 2019 ), illustrates the number of posts shared (time July 2022) on hashtags categories such as #beauty (508 million), #model (348 million), #fitness (503 million), #fitspo (74.9 million), #muscle (68.4 million) or #thin, which has 2.8 million shared posts despite Instagram warning that it is a sensitive topic.…”