Abstract
This paper is an initiative to understand the impact of social media i.e Instagram influencers in defining the ideal beauty standards and its psychological impact on youth. With the advent of digital technology social media became a tool to connect with friends, relatives, even with our own family members, but in today’s time it has turned out to lose its essence and has become a reason for people’s self esteem, depression and anxiety. In today’s time, the power to influence has shifted from traditional media to social media and the influencers have become opinion leaders especially in the beauty industry. Their role has become significant in shaping the idealized beauty norms.This shift is capitalised by both the beauty brands and the influencers by hooping on the organic trends, amplifying and validating it further. Young users follow these influencer generated beauty tips to gain acceptance in the peer group irrespective of the fact that the given standard is attainable or not. It thus becomes essential to study its potential contribution to psychological distress due to idealized representations of beauty.This research considers the psychological effects of social media influence and beauty standards pressure in youth.
Presenters
Puja RaniAssistant Professor, Fashion Communication, National Institute of fashion technology, Bihar, India Mohammad Shadab Sami
Assistant Professor, Fashion Communication, National Institute of Fashion Technology, Bihar, India
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Beyond Borders: The Role of the Humanities in Reimagining Communities
KEYWORDS
Beauty, Media, Self-esteem, Unattainable, Young
