Scrolling into Objectification: How Social Comparison Drives Self-Objectification and Body Dissatisfaction among Girls

Abstract

This study investigates the impact of exposure to beauty influencers on Instagram on self-objectification and body dissatisfaction among young Pakistani girls, with social comparison as a mediating mechanism. Drawing on objectification theory and social comparison theory, the research addresses a critical gap in non-Western contexts where global beauty standards intersect with local cultural norms. A cross-sectional survey of 400 female university students aged 18-30 from Lahore, Pakistan, utilized validated scales to measure exposure to beauty influencers, social comparison tendencies, self-objectification, and body dissatisfaction. Results reveal significant positive correlations among all variables, with social comparison partially mediating the relationships between influencer exposure and both self-objectification and body dissatisfaction. These findings suggest that frequent engagement with idealized influencer content fosters upward comparisons, exacerbating negative body perceptions. The study extends prior Western-centric research by highlighting cultural nuances, such as the tension between modesty and globalized aesthetics in Pakistan. Theoretically, it enriches objectification and comparison frameworks by applying them to influencer ecosystems, while practically, it advocates for media literacy programs and platform regulations to mitigate harm. This research highlights the urgent need to address the psychological impact of digital beauty standards in culturally diverse settings, laying the groundwork for targeted interventions to foster healthier self-perceptions.

Keywords: Beauty Influencers, Social Comparison, Self-Objectification, Body Dissatisfaction, Instagram.