Digital Persuasion and the Normalization of Eating Disorder Content: Gen-Z Engagement with Online Eating Disorder Communities of X (Formerly Twitter)
Abstract
Recent research trends have shown increasing visibility of eating disorder–related content on social media. This has raised concerns about how persuasive communication promotes the normalization of harmful narratives among young users. The purpose of this study is to examine how digital persuasion is constructed and experienced within online eating disorder communities on X (formerly Twitter) and how Gen-Z users interpret and engage with such content. Drawing inspiration from rhetorical persuasion theory, the study concentrates on the use of ethos, pathos, and logos in community-generated content and their role in shaping users’ engagement and meaning-making. This study employed a qualitative research design, using in-depth interviews with 10 participants who actively engage with eating disorder-related content on X. The findings of the research show that emotional appeals, peer credibility, and shared experiential narratives play a central role in sustaining engagement and contributing to the normalization of eating disorder behaviours within these online communities. Participants reported that repeated exposure to such content fostered feelings of belonging, validation, and perceived understanding. Furthermore, they highlighted that even when the users were aware of the potential harm associated with the content, they still felt persuaded. This study contributes to communication scholarship by demonstrating how persuasive strategies function within harmful online communities to shape users’ interpretations and engagement practices. It highlights the importance of addressing digital persuasion in media literacy efforts and communication-based interventions aimed at reducing the normalization of harmful health-related content among young audiences.
Keywords: Digital persuasion, eating disorder content, online communities, Gen Z, X (Twitter).
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