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Abstract
Sociocultural models of body image highlight the role of the media in the development and maintenance of women’s body image concerns, and suggest that appearance comparisons may be responsible for this association. Most of this past research has been conducted on traditional media formats (e.g., magazines, television), but much less is known about the impact that social media has on women’s body image. This program of research used a mixed-methods approach to examine the relationship between social media usage (particularly Facebook) and body image concerns among young women, as well as the role of appearance comparisons in that relationship. Correlational studies found that Facebook usage was positively associated with body image concerns (in Study 1) and self-objectification (in Study 2), and that these relationships were mediated by young women’s tendency to make appearance comparisons, particularly to peers on Facebook. In an experimental study (Study 3), brief exposure to Facebook had no impact on women’s appearance concerns. However, spending even a brief amount of time on Facebook put women in a more negative mood, and for women who were high on appearance comparison tendency, spending time on Facebook made them more concerned about certain aspects of their face, hair, or skin. Study 4 used ecological momentary assessments to examine the frequency and impact of appearance comparisons through social media and other mediums (e.g., traditional media, in person) in women’s everyday lives. Women reported more appearance comparisons through social media than any other media type (e.g., magazines, television), and the majority of comparisons made through social media were upward in direction. Furthermore, upward comparisons through social media were associated with the most negative mood, and were associated with less appearance satisfaction and more thoughts of dieting and exercising than were comparisons made in person. These findings highlight the important role of appearance comparisons through social media on young women’s body image. Given the popularity of social media, and the potential negative impact it has on its users, it will be important for future research to identify ways to minimise any negative influence of social media usage.