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International Journal of Innovation, Creativity and Change. www.ijicc.net
Volume 9, Issue 7, 2019
179
Effects of Social Media Contents on
the Perception of Body Image
Alanoud Saud Alanazia, Yasmeen Musleh Alotaibib, Joza Sari Alojanc,
Uzma Zaidid*, Hassan Mahfooz Raoe, a,b,c,dCollege of Health and
Rehabilitation Sciences, Princess Nourah bint Abdulrahman University, Saudi
Arabia, eSheffield Business School at Sheffield Hallam University Sheffield,
United Kingdom, Email: d*uazaidi@pnu.edu.sa
Social media is a powerful channel to impact the perception of young
generations throughout the world. Many studies revealed the link of
body satisfaction, body image, self-esteem, several eating disorders
and patterns influenced by social media among female youth. This
study aims to investigate the relationship of social media content with
the perception of body image among young Saudi females (N=203).
Saudi females of 18-24 years of age were included as participants. A
demographic information form, Arabic scale of Body Image
Measurement (BIM), images from Instagram was utilised to measure
the impact of social media on body image. The research was
conducted as using pre-post design. Most of the participants were
having a normal range of BMI (56%,) were using social media every
day (96%), and duration was 5 hours (44%). Instagram was found
second most frequently used media (34%). Paired t-test and simple
regression analysis was conducted to measure the difference and
predictive association of Instagram images and pre-post perception of
body image. The results showed statistical difference in score of pre
and post trials of body image measure (t = 9.779, df = 202, n = 203, p
< .05, 95% CI for mean difference 2.454 to 2.454, r = .90). The result
of pre-test administration (r=.231, p <.002) and post-test were (r=.164,
p <.02) found to be significantly correlated with Instagram usage.
Regression analysis revealed the predictive association of usage of
Instagram and perception of body image (pre-administration (F (1,183)
= 10.353, p<.01) and post-administration (F (1,183) = 5.070, p<.05).
However, it could be concluded that usage of social media is not
creating detorsion of body image perception among Saudi female (pre-
trial M= 13.70, post-trial M=10.63>18.36). The implication of this
study could help to understand the issue in new scenario and to
develop effective policies of health promotion and media awareness
for the Saudi female youth.
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180
Key words: Body image, social media, Instagram, body perception, Saudi female.
Introduction
Throughout the last two decades, technology usage has increased at a fast pace. There might
be many reasons for this widespread usage of the internet including accessibility, cheaper
technology, fast processing devises, as well as usage of latest devises and fashion trends. In
addition, social media sites have turned into the most popular sources of communication
particularly in the young generation (Murray, Maras & Goldfield, 2016; Madge et al., 2009).
We are living in a technological era, likewise many other technological advancements,
internet access is increasing rapidly worldwide. The usage of social media websites such as
Instagram, Facebook and Twitter are not only becoming popular but influential too,
particularly among the young ones. According to statistical officials of Kingdom of Saudi
Arabia, the total population of Saudi Arabia reached 31,742,308 by 2016 (GAS, 2016) and
about 50% are females (male: female is 104:100). Among which the highest contribution in
population is of young ones who are less than 30 years old (GAS, 2016). According to two
independent stats count websites, 20.8 million had access to the internet, 75% had own active
accounts on social media. The estimated number of Instagram users ranked 3rd with a number
of 18 million, measuring around 54% of all media users in Saudi Arabia (GMI, 2018; Statista,
2018).
The human being is known as a social animal; however, according to social comparison
theory, individuals have an inborn drive to evaluate themselves including others to know
where they stand (Festinger, 1954). The widespread and growing usage of social media and
its contribution to daily individual/public behaviour of users has gained the attention of social
scientists (Bair, Kelly, Serdar & Mazzeo, 2012). In last few years some research has been
conducted, particularly in western countries to understand the relationship between social
media use and body image. Predominantly, the beneficial and problematic association of
internet-based media on the behaviour of human beings is under discussion (Holland &
Tiggemann, 2016). Hence, within social and psychological study domains, the research about
being exposed to social media is gaining momentum.
Body image (BI) can be described as the individual’s feelings, thoughts and perceptions
about their body (Grogan, 2006; David and M. 2017). Various studies in relation to BI and
psychological problems have discussed the predictive association of depression (Paxton,
Neumark-Sztainer, Hannan & Eisenberg, 2006), self-esteem (Clay, Vignoles & Dittmar,
2005), and unhealthy eating conditions (Chaudhari, Tewari, Vanka, Kumar, Saldanha, 2017)
among adolescents and adults. Several factors can affect BI like getting a negative evaluation
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Volume 9, Issue 7, 2019
181
from others about an individual’s body or comparing the own BI with others, media, and
people on social media (Hogue & Mills, 2019; Vogel, Ross, Roberts & Eckles, 2014).
Social media are communication tools that enable users to construct a profile, connect with
other people and social networks online. Some of the benefits of having an account on social
media includes communication with others, education resources, promotion and it also
creates awareness and devises the way people live. In addition, social media is becoming
almost like an essential tool that everyone must have and depend on it to complete their
works. People can share advertisements for their businesses and know about the whole world
and its news and updates. Social media also can influence the user’s BI, which depends on
the user itself and the content that they are watching, whether is it going to be negative or
positive (Vogel, Ross, Roberts & Eckles, 2014). Things may be presented on Instagram such
as, fitness girls, models along with plus size body pictures that could be linked with body
dissatisfaction (Wagner, Aguirre & Sumner, 2016). A study on females discussed where they
were shown a picture of fit models and found that participants had high levels of body-related
anxiety (Boepple et al., 2016).
The contents of social media can lead to body disappointment which happens when a person
views his/her body as a less attractive when compared with an ideal body (Wagner, Aguirre
& Sumner, 2016). This dissatisfaction does not only lead to mood swings but also cause
sometimes serious changes in behaviour too, such as eating habits or anorexia nervosa.
Fardouly and colleagues (2015), conducted an experimental study and found influence on
mood and BI among females after the exposure of social media. Social media shows ‘perfect’
bodies of women who are skinny, slim, and attractive. It was found that when women were
exposed to ultra-thin or average-size models it led to a decrease in their body satisfaction
(Halliwell, Dittmar, & Howe, 2005). Despite the fact, it is nearly impossible to attain such an
ideal figure; many aspire the ideal body which results in body disappointment (Bagautdinova,
2018). Myers and Crowther (2009) concluded that teenage girls experienced greater degrees
of body dissatisfaction as compared to their male participants. Similar kind of finding was
reported for adolescent girls in Egypt, having 37.4% dissatisfaction with their BI (Mahfouz,
Fahmy, Nassar & Wahba, 2018).
The progress in social media application development is speedy. These days after Twitter, the
use of Instagram is in acceleration. Notably, female users are spending more time on
Instagram as compared to any other social website (Turner & Lefevre, 2017). Hence, the
widespread use of Instagram, especially by the young girls, convinced more specific research
about its association with body satisfaction of adolescent/young adults with social media.
According to Khalaf and colleagues (2015), almost all the researchers conducted to date
targeted western civilization, and hence the Arabian society has not been explored
adequately. Alhussaini et al. (2018) believed that socio-culture factors influence women
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Volume 9, Issue 7, 2019
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about their BI. In the said study, 83.9% female students agreed that physical appearance is the
most important characters about image perception while 68.6% participants responded to
posit ive BI.
When we look at different kinds of content on social media, we can assume different
reactions of people watching that content (Martin, 2010). This study looks at three different
types of content, including celebrities, fit girls and average-size models. These different
categories were chosen because of the different body shapes that they are representing.
Keeping in view the above-mentioned studies regarding the higher prevalence of media usage
(GMI, 2018; Statista, 2018) and a huge gap in the exploration of Saudi female’s level of
satisfaction with respect to their BI (Khalaf et al, 2015) and the prevailing use of Instagram
shows the need for the current study. The study will explore the answer of the research
question, which is, “What are the effects of social media contents of Instagram on the
perception of BI of young Saudi females?” After going through the literature review the
following hypothesis was formulated:
Hypothesis #1: There will be a significant difference between pre and post administration of
perceived body image due to social media images.
Hypothesis # 2: Excessive use of social media will predict body dissatisfaction among Saudi
female.
Methodology
Research Design
This study was conducted to understand the effects of Instagram content and their effect on
BI perceptions in Saudi females. A pre-post design was used specifically between-subject
design by utilising three pictures and exposes them to different stimulus pictures (Charness,
Gneezy, Kuhn, 2012). The research took place in Riyadh, Saudi Arabia and most of the
participants were expected to be from Riyadh because it is considered as a Metropolitan city.
Participants
The participants were selected through convenient sampling. Sample size was calculated by
using OpenEpi sample size calculator (Sample size n = [DEFF*Np(1-p)]/ [(d2/Z21-α/2*(N-
1)+p*(1-p)]). For the outcome factor, 75% of social media usage prevalence was considered
(GMI, 2018; Statista, 2018). Thus, 289 female participants were the sample size of study.
Due to screening procedure, only 203 survey forms were selected that matched the
inclusion/exclusion criteria. The actual return rate of the survey was 70% that is considered
very good response (Babbie, 1990).
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Volume 9, Issue 7, 2019
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Inclusion/ exclusion criteria:
The participants were the Saudi National female only. The age range was 18 to 24 years old.
Any female with a psychological disorder, family history of suffering from a medical
problem related to weight were excluded in order to avoid the comorbidity effect. Those
participants who were having any specific dietary plan were excluded too.
Material
The standardized and valid scale was applied to measure the variable of BI. Furthermore, a
brief socio-demographic information questionnaire was developed for screening purpose.
Stimulus pictures were selected from Instagram for pre-post administration.
Body Image Measurement (BIM)
Body image (BIM) questioner was used for measuring body image. It measures how
individuals perceive themselves in the mirror, through their self-esteem, emotions, and
thoughts. There is an Arabic version for this questioner, which is standardised from the
Faculty of Psychology, Tanta University, Egypt. It contains 26 statements about feelings and
thoughts of BI. The participants indicate how much they agree by choosing the response from
a 3-point Likert scale (3=agree, 2=not agree, and 1=not sure). A higher score shows more
distortion in the perception of BI. The standard score for the female sample (N = 100) using
mean 18.36 and standard deviation = 4.20 was reported (Choucair, 2012). Test-retest
reliability of the questioners on sample of male and female yield Alpha coefficient of 0.80
(Choucair, 2012). In current study reliability of the scale was found (α=0.742) falling in the
accepted range and the inter-item correlat ion was ranging from .398-.775 for 26 items.
Stimulus Pictures and categorization
Stimulus pictures from Instagram were an image of underweight, overweight, and average
size. These pictures were chosen by Instagram and were shown to the participant and asked to
select as the overweight, average, underweight body. For the selection of pictures, a group of
five experts were contacted to ensure not to be biased in selection. A quick rating category
was attached to the pictures. Participants were asked to give category of the overweight,
average, underweight body to the three of the pictures.
Sociodemographic sheet
A brief sociodemographic sheet was administered for age, education, marital status,
employment, history of any psychological or physical disease, district of living and
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information for social media usage. Although education, marital status, employment was not
specified in research criteria, it could provide rich data for participants.
Data Collection and Ethical Considerations
Permission from IRB of Princess Nourah University was being sought (IRB Log # 18-0242).
The participants were given a consent form to ensure confidentiality and voluntary
participation. Assurance was provided to the participants for privacy of the data and to keep it
anonymous. Therefore, all the survey forms were coded. Data was collected by individual
administration of the survey. In the beginning, a brief explanation and the purpose of the
survey was explained. The first step in the survey was asking about demographic details for
the screening purpose, for the people who are choosing under eighteen years or above
twenty-four years were excluded. Secondly, social media was questioned, for instance,
frequency and number of hours they use the social media per day. The third part of the
questionnaire was about BI with selected pictures from Instagram were shown to the
participant and asked to select as the overweight, average, underweight body. Survey of BI
was then re-administered. After they finished the entire test then the purpose of the test was
explained clearly and with details during debriefing session.
Statistical Analysis
A survey was used because it allows for a diversity of methods to assign to a large number of
participants, data collection and use of different kind of instruments together (Ponto, 2015).
SPSS V.24 software was used to analyse the data, specifically mean, standard deviation,
frequency, paired sample t-test, Pearson correlation and regression analysis for measuring the
difference, relationship and association to measure significance level. Normality test was
conducted before conducting inferential statistics. Significant levels of .05 were used to
analyse the data.
Results
The sample demographics and clinical characteristics with a sample size of (n=203) were
analysed. It is worthwhile to mention here that the sample of 289 was contacted for the
survey. Only 203 who filled the survey form were found matching the research criteria and
not having any missing items. Discarded data was having some issues related to exclusion
criteria, for instance, age was below or above the criteria of 18-24 years, non-Saudi, having
physical, psychiatric and dietary plans. All the descriptive statistics were done include,
frequencies, percentage, the mean and standard deviation for the demographic variables of
marital status, age, and education, employment and district of living. Moreover, descriptive
statistics were conducted to measure the information for social media usage.
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Sociodemographic information and Social media usage
Table 1 above shows the demographic details; that marital status of the majority were single
females approximately 80%, most of them were from the central area with a percentage of
84.7% and the lower percentage were from the south area (1%), university level of education
(78.8%) whereas middle school (2%). For the profession majority were students (80%) with a
BMI of Normal-weight (55.7%) and super obese (.5%).
Table 2 above shows the majority of the participants in this study were found having an
average of five hours per day (41.4%) of the usage of social media. Most of the participants
(96%) reported that they use social media every day.
Table 3 shows the usage of various social media, Instagram showed the most frequent (34%),
and (5.9%) never used. Most frequent of WhatsApp was (36.9%) and (2.5%) of never use.
Facebook most frequent and never use was (9.4%). Snapchat got (42.9%) for most frequent
and (2.0%) for never. Twitter most frequent was (32%) and never used was (4.4%). For
others, most frequent was (22.7%) and never was (13.8).
Difference of BI with pre-post administration of Stimulus pictures
Paired sample t-test, Person coefficient of Correlation and Regression analysis were
conducted to test the hypotheses statistically. Inferential statistics for probability sample was
applied after checking the normal distribution of scores through the Shapiro-Wilk Test. To
measure the hypothesis of the difference of perception with pre-post administration of BI
score paired t-test was conducted.
Outcomes of the paired-samples t-test displayed that mean perceived BI differs before
exposure of Instagram (M = 13.70, SD = 10.49) and after exposure (M = 10.63, SD = 10.53)
at the .05 level of importance (t = 9.779, df = 202, n = 203, p < .05, 95% CI for mean
difference 2.454 to 2.454, r = .90). On average perceived BI score was about 3.07 points
lower after exposure of Instagram pictures. Mean scores during pre-post administration are
lower than the standardised score (18.36) given by scale manual.
Association of Instagram usage and pre-post perceived Body image
To measure the second hypothesis; the relationship of perceived BI and social media images
Pearson’s coefficient of Correlation was applied. Regression analysis was conducted to
measure the predictive relationship between Instagram and the perception of BI.
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Table 6 shows the regression analysis of the usage of Instagram and pre-post administration
of BI scale. The table shows the relationship of usage of Instagram to pre-administration
(r=.231, p <.002) and post-administration ( r=.164, p <.02) BI, showed that there was a
significant effect according to P-values < .05.The coefficient of determination (R2=.054 and
.027) implies that the variation in the general perception of BI among young Saudi female is
explained 5% and 2% of the independent variable (usage of Instagram). Thus, the usage of
Instagram among the young Saudi female is significantly predicting BI in pre-administration
(F (1,183) = 10.353, p<.01) and post-administration (F (1,183) = 5.070, p<.05).
Discussion
In the most recent years, some research has been led, especially in western countries, to
comprehend the connection between using social media and BI. One of the theories called a
sociocultural model of body disappointment, and eating pattern features the powerful
contribution of social media and BI of woman (Fitzsimmons-Craft et al., 2014). Furthermore,
a connection between social media and BI have been reported by various studies. A meta-
analysis of BI research reported that female girls showed greater impairment with BI as
compared to boys (Myers & Crowther, 2009). For women, a comparable outcome study was
found by Wagner, Aguirre and Sumner, (2016). They discovered that females felt more
terrible about their BI when they were indicated perfect pictures than other stimuli like
models of normal or larger size, or celebrities. These discoveries made it discover the effect
of social medial on BI among Saudi female youth.
El Bcheraoui et al., (2014) did a national survey on females and males at the age of 15 and
above where they found a high prevalence of obesity among females (33.5%) than males.
Whereas, in the current study majority of the female were having normal weight range (56%).
Only 11% of female youth reported suffering from the problems of obesity. However, with
the variation in age range, result could be different.
Furthermore, results showed that most of the participants (41.4%) are using Instagram for
five hours and (95.6%) every day. This result has been supported by the previous study
conducted with the university student sample in Saudi Arabia (Alosaimi et al., 2016).
Alosaimi et al. (2016) stated that Saudi university students are at risk of getting addicted to
their mobile phones. However, results showed that Instagram was not the most used
application of various social media as expected. However, the result in current study found
that Instagram was rank at the third of social media. The participants reported that the most
frequent usage of Instagram was (34%).
Since social media is considered fashionable for communication to new generation (Wong,
Merchant, Moreno, 2014) and it is having a massive effect on diverse aspect of human life,
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also seen as the reason behind the massive spread of the BI and level of appreciation of
beauty in society (Hogues & Mills, 2019). The hypothesis that stimulus pictures will affect
the perceived BI have been proved statistically. Furthermore, the results revealed a
statistically significant difference in mean score of perceived BI before and after Instagram
exposure. Perceived BI scores appeared to drop an average of about 3.07 points following the
exposure of Instagram. However, the mean score during both trails remains less than the
standardized score. It further can be concluded that Instagram is not distorting the perception
of BI among young Saudi female. As the higher score on perceived BI leads toward the
distortion in perception. The difference in average score might be the repetition or practice
effect. One of the previous studies is evidence of high scores of BI among college students
(Goswami, Sachdeva & Sachdeva, 2012). Findings are indicating toward further exploration
of sociocultural and personality factors that might be consistent with initial results of the
study.
Lastly, the results shown in Table 4.6 explain the relationship of Instagram usage with pre-
post administration. The pre-administration was found (r=.231, p <.002) compared with an
alpha-value <.05, shows that there is a significant effect which rejects the null hypothesis that
state “that social media will have an effect on perception of BI”, and that means young Saudi
females don’t have any problem with their perceived BI relating to social media.
With regards to pictures of celebrities and effects on mood, it was found that mood was
affected prominently (Brown & Tiggemann, 2016). Some other findings discussed the
presence of anxiety related to the body after watching images of models (Boepple et al.,
2016). Considering the provided evidence and literature the second hypothesis that there will
be predictive association of Instagram usage and perceived BI was found statistically proven.
The results extracted from this research can also support the hypothesis statement.
There are a few limitations of the study that could be addressed in future. The sample size
was limited that restricts generalizing the data. Furthermore, all the participants belong to
Riyadh city only. In future studies, male participants could be included. Various sociocultural
and personality factors, for instance, the discrepancy of real and ideal self, self-efficacy, locus
of control, and perception of society toward BI could help to explore more dimensions of BI.
Conclusion
Impact of social media is one of the broadly examined subjects in connection to the effect on
the individuals' life. Literature uncovered the connection between body satisfaction and self-
perception among youth. This research discovered the relationship between self-perception
and the impacts of social media among young Saudi female. This research examined the
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association of social media content and perception of BI among young Saudi female. Results
revealed that Instagram images were found significantly effecting perception of BI. However,
the distortion of perceived BI is lesser than the average standard score that further provides
positive indication of health-promoting practices among young Saudi females.
Table 1: Sociodemographic Information for the female Saudi participants (N=203)
Variables
Sub-Variables
f
Percentage
M
SD
Marital
Status
Single
162
79.8
1.20
Married
41
20.2
Area
North area
12
5.9
West area
3
1.5
2.96
Centre area
172
84.7
East area
14
6.9
South
2
1.0
Educational
Level
Middle school
4
2.0
2.77
High school
39
19.2
University
160
78.8
Profession
Employee
40
19.7
1.80
Student
163
80.3
BMI
Underweight = <18.5
19
9.4
Normal weight = 18.5–24.9
113
55.7
24.134
5.7087
Overweight = 25–29.9
49
24.1
Obesity = 30-39.9 Obese
19
9.4
Morbid Obese=40-50
2
1.0
Super Obese=50 or above
1
.5
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Figure 1. Frequency for socialmographic information
Table 2: Descriptive Statistics for Social media usage for the female Saudi participants
(N=203)
Variables
Categories
f
Percentage
M
SD
Average usage for
social media per day
Less than one hour
5
2.5
3.69
1.377
One hour
11
5.4
Two hours
23
11.3
Three hours
47
23.2
Four hours
33
16.3
Five hours
84
41.4
Average usage for
social media per
week
Once a week
1
.5
3.94
.331
Twice a week
2
1.0
Three times a week
6
3.0
Every day
194
95.6
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Figure 2. percentage of average usage of
social media per day
Figure 3. percentage of average usage of social
media per week
Table 3: Descriptive statistics for Usage of various social media
Social
Media
Categories
Instagra
m
WhatsApp
Facebook
Snapchat
Twitter
Others
f
%
f
%
f
%
f
%
f
%
f
%
Most frequent
69
34.0
75
36.9
19
9.4
87
42.9
65
32.0
46
22.7
Too frequent
32
15.8
43
21.2
3
1.5
67
33.0
33
16.3
37
18.2
Frequent
41
20.2
47
23.2
30
14.8
31
15.3
44
21.7
6
3.0
Less frequent
41
20.2
25
12.3
39
19.2
13
6.4
36
17.7
13
6.4
Least frequent
8
3.9
8
3.9
112
55.2
1
.5
16
7.9
25
12.3
Never
12
5.9
5
2.5
19
9.4
4
2.0
9
4.4
28
13.8
M
2.62
2.33
5.00
1.95
2.67
3.03
SD
1.509
1.321
1.506
1.095
1.495
2.372
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Figure 5. Usage of various social media
Table 4: Shapiro-Wilk Normality Test
Lilliefors Significance correction
Table 5: Descriptive Statistics and paired sample t-test for perceived Body Image by
Instagram Usage
Pre-exposure
score
Post-
exposure
score
95% CI for
Mean
Difference
Outcome
M
SD
M
SD
n
r
t
df
Perceived Body
Image
13.70 10.49 10.63 10.53 203
2.454,
2.454
.90* 9.779* 202
* p < .05.
Statist ic
df
Sig.
Body Image
.916
203
.314
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Table 6: Regression analysis of Instagram usage and pre-post perceived Body image
Variables
(1)
(2)
(3)
R2
F
SE
df
p
usage of Instagram
-
(2) Pre-administration of BI
scale
.231**
-
.054
10.353
10.221
1
.002**
(3) Post-administration of BI
scale
.164*
.909**
-
.027
5.070
10.463
1
.026*
**P< 0.01 level, * P<0.05 level
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