| Authors | DR. REKHA M. S |
|---|---|
| Article Type | Research Article |
| Language | English |
| Journal | North Asian International Research Journal of Social Science & Humanities |
| ISSN | 2454-9827 |
| Volume | 10 |
| Issue | 9 |
| Pages | 13-21 |
| Publication Year | 2024 |
| Publication Date | September 01, 2024 |
| DOI URL | https://doiglobal.org/10.2024/NAIRJCSSH.017 |
Social media has become an important setting in which young women encounter appearance ideals, evaluate them and negotiate identity. This analytical paper examines the relationship between patterns of social media use, body image and self-esteem among women in higher education. Drawing on social comparison theory, objectification theory, self-discrepancy theory and uses-and-gratifications perspectives, it argues that outcomes depend less on screen time alone than on the content viewed, motives for use and forms of engagement. Appearance-focused comparison, idealized imagery, quantified feedback and photo manipulation may intensify body surveillance and dissatisfaction. In contrast, purposeful communication, diverse representation, body functionality appreciation and supportive communities may protect self-evaluation. The paper discusses developmental and cultural factors relevant to Indian colleges, including gender norms, colourism, peer belonging, commercial influence and uneven digital literacy. It proposes an ecological framework in which individual susceptibility, platform design, peer norms and institutional support interact. Practical recommendations emphasize critical media literacy, healthier campus communication, confidential counselling, peer-led prevention and ethical research. Social media is neither uniformly harmful nor harmless; psychological consequences arise from particular transactions between users, technologies and social environments.
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This scholarly article has been successfully registered and assigned a persistent DOI through DOIGLOBAL.
DOI: 10.2024/NAIRJCSSH.017
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North Asian International Research Journal of Social Science & Humanities
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