Love Your Body Discourses

Love your body (LYB) discourses are "positive, affirmative, seemingly feminist-inflected media messages, targeted exclusively at girls and women, that exhort us to believe we are beautiful, to 'remember' that we ae 'incredible' and that tell us to believe we are beautiful, to 'remember' that we are 'incredible' and that tell us that we have 'the power' to 'redefine' the 'rules of beauty.'"

LYB discourses have appeared recently due to capitalize on the trend of critiquing the media for promoting unrealistic and harmful ideals concerning women's bodies. These discourses tell women that they are "beautiful just the way you are", and then implicitly suggest that women need to purchase some product in order to be beautiful.

LYB discourses combine capitalism and feminism, and it is important to note that these discourses are commercially-motivated. Companies are motivated to "maintain female body dissatisfaction in order to sell their products." They also depend on and perpetuate the idea of the female body as inherently "difficult to love" and sugest that women are responsible as individuals for hating their bodies, rather than acknowledging the social and cultural structures that exist to suggest women should dislike or change their bodies.