Appearance Culture 2.0 –The user of appearance-related internet content – who is s/he?

• One of the most popular online activities is the use of social media (social networking sites and blogs). Arguably, with these novel types of media also arises an “online appearance culture”. For example, the “selfie” seems a necessity, and appearance commentary is widespread. Also, targeted advertising bombard internet users with adverts relating to the enhancement of appearance. The objective of this study was to learn more about the users of social media, focusing specifically on those who seek out appearance-related internet content (ARIC). By using an online questionnaire, distributed through the blogosphere, data from 2605 participants was collected. The questionnaire was presented as a survey designed to “investigate media- and internet use, self-image, and physical appearance attitudes”. The vast majority (97%) of those volunteering to the online-survey were women, aged 8-77, with the largest group being 13-19-year-olds. Fifty-four percent reported that they spent half or more of their online time on appearance-related sites. These participants were younger, had poorer self-esteem and less body appreciation. They were higher on social comparison, body ideal internalization, acceptance of cosmetic surgery, and materialistic values. Taken together, the present findings suggest that the profile of those taking an interest in ARIC involves being young, and having a strong preoccupation with physical appearance. We propose that this preoccupation may be fuelled by the content on these sites. Thus, we need to further the understanding of the consequences of partaking in the appearance culture 2.0, with a specific focus on developmental considerations, and the directionality of effects.

Ämnesord

SAMHÄLLSVETENSKAP  -- Psykologi (hsv//swe)

SOCIAL SCIENCES  -- Psychology (hsv//eng)

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