Comparing Ourselves Online: A Study of Social Media's Role in Self-Perception
DOI:
https://doi.org/10.52340/healthecosoc.2026.10.02.12Keywords:
Digital Well-Being, Appearance Comparison, Social Comparison Theory, Self-Perception, Body Image, Social MediaAbstract
Introduction: Social media platforms play a central role in shaping how young people evaluate their appearance. Exposure to appearance-focused content is strongly linked to body dissatisfaction and lower self-esteem. This study examines the relationship between social media use, body image, and self-perception among young adults in Georgia. Methods: A two-phase, mixed-methods approach was conducted. Phase 1 involved seven semi-structured qualitative interviews (five users, one influencer, and one psychologist) analyzed thematically using MAXQDA. Phase 2 deployed an online survey targeting active social media users in Georgia (N=120), with descriptive statistics computed in SPSS. Results: Qualitative findings highlighted appearance comparison, filtered self-presentation, and online validation as primary drivers of body image shifts, with women reporting more frequent, emotionally charged comparisons. The survey confirmed these patterns quantitatively: 78% of respondents were aged 18–28 and 78% were female. Over 75% spent more than four hours daily on social media, primarily Instagram (80%) and TikTok (69%). Overall, 83% reported comparing their appearance to others online, and 47% stated social media strongly impacted their body satisfaction. Fitness content (44%) and influencer posts (42%) were the primary triggers of dissatisfaction, while 52% frequently compared life achievements. Additionally, 43% felt less confident after platform use, and body reshaping (49%) emerged as the most influential photo modification. Positively, 56% followed body-positive creators and 76% acknowledged that digital breaks improved mental well-being, though few implemented them consistently. Conclusion: Social media significantly influences body image among young Georgians through appearance comparison and curated content. Because cognitive awareness alone does not prevent negative impacts, fostering a healthier digital environment requires a combination of platform-level policy changes, media literacy education, and personal coping mechanisms.
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