Available online at:
https://cc.arcabc.ca/islandora/object/cc%3Apsycjournal

J Camosun Psyc Res. (2019). Vol. 1, pp. 43-58.
Submitted April 2019; accepted 12 July 2019.

The effect of social media on body image.
Author: Sierra McKenna* and Stacey Johnston
Supervising Instructor: Judy Caldwell, Psyc 201 (“Research Methods”)
Department of Psychology, Camosun College, 3100 Foul Bay Road, Victoria, BC, Canada V8P 5J2
*Corresponding author email: simckenna88@gmail.com

ABSTRACT
The present experiment examined the levels of body satisfaction of 30 female participants
using two questionnaires created using Survey Monkey. Participants were randomly assigned to
either a thin ideal or non-thin ideal condition. They were then administered a questionnaire,
which included images of women with either ideal body types or more relatable bodies, and
asked to indicate their level of satisfaction with their own bodies. The questionnaires were
identical in all ways except for the body types portrayed in the images used. It was hypothesized
that the increased exposure to the ‘thin ideal’ body image standards in the thin ideal condition
would lead to an increase in body dissatisfaction as measured by the questionnaire. The results
did not support the hypothesis, as there was no significant difference in body satisfaction across
the two groups. These results provide further insight into social media’s effect on body image
perception and are discussed in terms of their relevance to current understanding of this topic.
1. Introduction
Social media plays an integral role in the
way individuals perceive, address and
internalize familial, peer, and societal
pressures. As the ubiquitous nature of social
media allows it to pervade people’s daily
lives, it is vital to understand this influence
and the myriad of effects it has on
individual’s thoughts, feelings, and
behaviours. Research on social media and
body image has focused primarily on the
effects that social media has by examining
its omnipresent nature, the causal link
between the concept of social comparison
and body dissatisfaction, and how negative
body image perception can be combated
through media literacy initiatives.
Due to their notable reliance on social
media (research has shown that women use

social media sites including Instagram at
slightly higher rates than men, Andsager,
2014), young women have been the most
examined demographic when conducting
studies relating to social media and body
image (Perloff, 2014). Society often defines
women by their bodies and this
objectification leads to self-objectification.
Moreover, the pervasive nature of social
media has intensified how women receive,
interpret, and internalize unrealistic images
of beauty. Collegeaged women (ages 18 to
29 years) are particularly vulnerable.
Traditional forms of mass media, notably
magazines and advertising, have always
been influential in shaping societies
perceptions of the ideal body image –
deciding and defining what it means to be
‘beautiful’. In Western societies, the ‘thin
ideal’ has become the norm, a standard to
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which women compare themselves, which
leads to the mindset that “you can never be
too thin.” This ‘thin ideal’ has been
presented through the media as desirable
while any other body type is considered less
desirable in comparison. A study conducted
by Harper and Tiggemann (2008) examined
the influence of this ‘thin ideal’ on women’s
body image perception and found that
participants exposed to advertising depicting
the thin ideal exhibited significantly greater
body dissatisfaction and higher levels of
negative mood compared to members of a
control group that was exposed to
advertisements not depicting thin, ideal
women. These results reflect the findings of
previously conducted experiments and
existing empirical evidence which supports
the assertion that exposure to the unrealistic
body image ideals portrayed in the media
leads to increases in body dissatisfaction
among women. Social media personalities,
including models, celebrities, and
influencers, are often airbrushed, edited and
retouched creating an unattainable standard,
which makes it difficult for average women
to feel content when looking at their own
bodies. This unrealistic standard can lead to
the development of a destructive sense of
self and the belief that there is something
wrong with the way we look, but not with
the faces and bodies of those we admire in
the media (Klein, 2013).
Social Comparison Theory, proposed by
Festinger in 1954, suggests that people use
social standards and perceptions of others to
evaluate themselves (Sheldon, 2010). This
relates to women’s widespread reliance on
the media as a model for the features,
characteristics, and behaviours that are
considered desirable and attractive. If
women fail to see these ideal attributes
within themselves it can lead to negative
body image perceptions and body
dissatisfaction. The ubiquitous nature of

social media and its individual-based, user
driven format has transformed ordinary
people from mass media receivers into
active contributors. This means that not only
are young women constantly exposed to
societal ideals of beauty, they are also able
to make comparisons within their own social
network. These peer comparisons intensify
and increase rates of body dissatisfaction
(Klein, 2013). Social networking sites are
available for viewing, sharing and editing at
any time on multiple devices, allowing for
more opportunities for social comparison
(Perloff, 2014).
Although exposure to social media and its
facilitation of social comparisons has been
identified as a contributory risk factor for
warped perceptions of body image and
increased body dissatisfaction, it is
important to realize that it is not the only
influence. Perloff (2014) argued that
individual susceptibility factors and the roles
they play in how women internalize body
image concerns should also be considered
when analyzing the impact that social media
has on an individual’s body image
perception. A key aspect of social media is
the reciprocal transactions between the
media and the individual. People using
social media are able to choose what they
expose themselves to and, unlike traditional
mass media, social networking sites present
a larger array of body image ideals. Whether
mere exposure to social media inevitably
leads to body dissatisfaction is greatly
debated. Perloff (2014) suggested that
differences among women in relation to
their values, perceptions, attitudes and
beliefs surrounding societal ideals of body
image might result in the internalization of
the thin ideal for some and not for others.
Many women may welcome social media
and its varied portrayals of body image,
which allow for the acknowledgment,
acceptance, and celebration of all body
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shapes and sizes in comparison to the
traditional confines of the thin ideal that
dominates mass media. For those struggling
with body image disturbances however, the
exposure to societal ideals and peer
comparisons that social media provides can
be detrimental, leading to body
dissatisfaction (Klein, 2013; Perloff, 2014).
Whereas traditional mass media focused
primarily on body ideals, social networking
sites allow for young women to make
increased facial, hair, and skin comparisons
(Fardouly, Diedrichs, Vartanian, &
Halliwell, 2015). Social comparisons have
become a critical factor in the formation of
self worth, body image perception, and selfesteem, with the majority of college-aged
women unaware that much of what they see
as ideal and attainable is often edited and
impossible to achieve (Klein, 2013). The
ability for inauthentic representation on
social media can lead an individual to
cultivate distorted perceptions of
themselves, their peers, and broader society.
Unrealistic body image ideals are an
excellent example of this. The majority of
people take pictures posted online at face
value, rarely stopping to think critically
about the countless photos one needs to take
to attain that ‘perfect’ selfie, or the time and
effort taken to achieve a thin yet fit body.
Often we only see what others want us to see
- the part that they choose to portray online.
We live in a society in which the body
image ideals that we strive for are so easily
created and posted that what we see as
achievable is often impossible.
Today, young women live in an
environment in which looks are often of the
utmost importance, social support is low,
and the pressure to achieve cultural ideals of
attractiveness is high (Sheldon, 2010). In
such an environment, the ability to think
critically is more important than ever. Many
present the concept of media literacy as a

way of combating the negative social
comparisons and body dissatisfaction that
can result from social media use (Andsager,
2014; Klein, 2013; Perloff, 2014). Perloff
(2014) suggested that the pervasive nature of
social media itself could provide solutions to
this growing problem. By posting and
sharing words and images that promote a
wide variety of body types and encourage
perceptions of source-receiver similarity,
individuals can come together to challenge
the thin ideal that has been normalized
within society. Even brief media literacy
training, in the form of workshops and
lectures, has been shown to be effective in
moderating young women’s response to the
thin ideal body image standards imposed by
the media (Andsager, 2014). Media literacy
has also been credited with improving
women’s levels of body satisfaction
(Andsager, 2014).
The present experiment compared the
levels of body satisfaction of 30 female
participants using two questionnaires created
through Survey Monkey. This genderspecificity related to the fact that the
experimental research design focused
exclusively on images of women on social
media. The questionnaire administered to a
thin ideal group contained images of women
on social media that reflect the ‘thin ideal’
that pervades society as the desirable body
image type. These images include skinny,
yet fit, women with toned stomachs and
slim, muscular legs. The questionnaire
administered to the non-thin ideal group
contained images of the same women posted
on social media but with rounder, softer, and
more attainable body types. Body
satisfaction was then measured. Based on
previous research studying the effect of
social media on body image perception it
was expected that participants exposed to
thin-ideal images would exhibit lower levels
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of body satisfaction than those exposed to
non-thin ideal images.
2. Methods
2.1 Participants
Participants in this study were females
over the age of 18 years. The majority of
participants were between the ages of 20 and
25 years. Participants were recruited in a
variety of ways including face-to-face
interaction, where the experimenters asked
female students at a community college
directly if they would be willing to
participate in the study, and through the use
of social media, where the experimenters
messaged friends and asked them if they
would be willing to take part in an
experiment. Participants were randomly
assigned to either the Thin Ideal
(experimental) or the Non-Thin Ideal
(control) Group. All participants completed
their respective surveys, but one participant
chose not to answer the final question, for
reasons unknown to the researchers. This
meant that the data from a total of 29
participants was analyzed.
2.2 Materials and Apparatus
This study utilized two questionnaires
created using Survey Monkey. The
questionnaire that was administered to the
thin ideal condition used images of women
on social media that reflect the ‘thin ideal’
that pervades North American society as the
preferable and desirable body type. The
other survey used images of women on
social media that represent a more natural,
typical and attainable body type. The only
differences across the two questionnaires
were the type of images used.
Images chosen for the thin ideal condition
questionnaire were classified based on their

portrayal of the ‘thin ideal,’ that is, a type of
body image that is virtually unattainable for
the vast majority of women. These images
include skinny, yet fit, women with toned
stomachs and slim, muscular legs. This body
type reinforces the thin ideal that pervades
mass and social media in Western cultures.
It is not only uncommon among the majority
of women, but is often unachievable, even
with proper diet and exercise, due to genetic
predispositions. As a result, the body image
type represented in these images does not
reflect the body type of most females.
When choosing the images for the nonthin ideal condition questionnaire, the
researchers looked for more attainable and
relatable body image portrayals of the same
women pictured in the experimental images.
These were found on the Instagram profiles
of the women selected. Although social
media often mirrors mass media in its
reflection of the thin ideal, there is one
important difference between the two.
Unlike traditional mass media (e.g.,
magazines and television), social networking
sites present a larger array of body image
ideals. This allowed the researchers to find
images of the same women wherein they
reflected both the thin ideal and a more
realistic body image type. When it came to
defining what was meant by an ‘attainable
body type’ the experimenters purposely
chose body types that could be achieved
without extreme lifestyle changes in diet or
exercise. Essentially, the main requirement
for these images was that they represented a
range of different, relatable, and attainable
body types. The reason the images chosen
depicted the same women was to ensure that
the only notable difference was the body
type shown, in order to limit the influence
any other confounding variables.
Each questionnaire contained 10
questions, 9 of which were fillers and 1
target question that measured body
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satisfaction. Additional questions were used
to gather demographic information about
participants (age) as well as to encourage
them to focus on the body image of the
women shown in the images provided. The
target question, which was used to measure
body satisfaction, contained a 7-point scale
with the numbers and corresponding labels.
The question asked participants to indicate
their overall level of body satisfaction from
very dissatisfied (1) to very satisfied (7).
Each numbered alternative was labeled in
order to clearly define the meaning of each
option and to reduce measurement error
associated with an individual’s possible
interpretation (see Appendix A and B for the
complete questionnaires used in the
experiment).
2.3 Procedure
Participants were approached, either in
person or online, and asked to take part in
the present experiment by completing a brief
questionnaire. If participants agreed they
were provided with an informed consent
form to sign and date. Participants were then
randomly assigned to the Thin Ideal or NonThin Ideal Groups by being given a link to
one of the questionnaires. This resulted in
both the researchers and participants being
unaware of which participants completed
which questionnaire. Once respondents
finished their respective questionnaires, they
were instructed to inform the researcher.
This was done to ensure accurate
documentation of consent and completion.
Following the experiment, all participants
were debriefed and thanked for their
involvement.
3. Results
The level of significance set in this
experiment was .05. The mean body

satisfaction rating for the Thin Ideal Group
was 3.93 (SD = 1.71) and the mean body
satisfaction rating for the Non-Thin Ideal
Group was 4.50 (SD = 1.79). These data
were analyzed using an independent samples
t-test and the results were not statistically
significant t(27) = 0.87, p = 0.39, suggesting
that the two groups had an equal level of
body satisfaction after viewing the images.
See Figure 1 for a summary of descriptive
statistics.

4. Discussion
The current study examined the effect of
social media on body image perception,
focusing specifically on how the thin-ideal
body image standards of social media
impact a woman’s level of body satisfaction.
It was hypothesized that respondents
exposed to thin ideal images would exhibit
lower levels of body satisfaction compared
to participants exposed to nonthin ideal
images. The results did not support this
hypothesis, as participants exposed to thin
ideal images did not exhibit statistically
significant lower mean levels of body
satisfaction than non-thin ideal participants.
These findings were therefore not consistent
with those of other studies that have
demonstrated that the thin ideal body image
standards depicted in the media can decrease
an individual’s levels of body satisfaction
(Fardouly et al., 2015; Harper & Tiggemann,
2008; Klein, 2013; Sheldon, 2010).
There are several limitations relating to
the current study. The first has to do with
sample size. The small sample size used in
the study may account for the lack of
statistical significance found. Future
research utilizing larger sample sizes that are
more reflective of the population of interest
is recommended to allow for definitive
conclusions to be drawn. Secondly, the
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4.5

Average Level of Body Satisfaction

4

3.5

3

2.5

2
Thin Ideal

Non-Thin Ideal

Type of Body Image Exposure

Figure 1. The mean level of body satisfaction in the Thin Ideal and Non-Thin Ideal Conditions.

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gender specificity of this study, which was
based both on previous research conducted
on this topic that has focused predominantly
on females, as well as the availability of
social media images, may have
compromised the external validity of the
study. An exclusive focus on college-aged
females limits the generalizability of results
to other demographics, namely younger
girls, older women and men of all ages.
Third, the inability of the present experiment
to control the environment or conditions in
which participants completed their
respective questionnaires may have
impacted results in unintended ways.
Finally, the self-report nature of
questionnaires must be acknowledged as it
may have resulted in the misreporting by
participants of their overall levels of body
satisfaction, either consciously or
unconsciously, due to social desirability or
bias.
Though the results of the current study
were not statistically significant, the findings
provide supplemental insight into the effects
of social media on an individual’s body
image perception. This information could
inform future research into this and related
topics; research that is essential in order to
understand the complex and multifaceted
ways in which social media influences
individual’s thoughts, feelings, and
behaviours. As social media plays an
integral role in the way individuals perceive
and respond to their social environments,
any research in this area has multiple and
varied practical applications throughout
diverse disciplines.

Fardouly, J., Diedrichs, P., Vartanian, L., &
Halliwell, E. (2015). Social comparisons
on social media: The impact of Facebook
on young women's body image concerns
and mood. Body Image, 13, 38-45.
Harper, B., & Tiggemann, M. (2008). The
effect of thin ideal media images on
women’s self objectification, mood, and
body image. Sex Roles, 58, 649-657.
Klein, K. M. (2013). "Why don't I look like
her?" The impact of social media on
female body image. Claremont McKenna
College, Department of Psychology.
CMC Senior Theses.
Perloff, R. M. (2014). Social media effects
on young women's body image concerns:
Theoretical perspectives and an agenda
for research. Sex Roles, 71 (11), 363-377.
Sheldon, P. (2010). Pressure to be perfect:
Influences on college students' body
esteem. Southern Communication
Journal, 75 (3), 277-298.

References
Andsager, J. L. (2014). Research directions
in social media and body image. Sex
Roles, 71 (11), 407-413.
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Appendix A
The Questionnaire used in the Thin Ideal Condition

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Appendix B
The Questionnaire used in the Non-Thin Ideal Condition

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