Since social medias introduction, the various platforms have largely influenced online culture. Instagram, a photo, and video sharing medium has gained rapid popularity since its creation in October of 2010 (Al-Kandari, 2016). With an easy to operate platform the app is built on sharing one’s life to family, friends, and strangers who wish to follow. The culture of this app is to gain popularity via likes and follows from other individuals, and it’s not surprising that it has impacted the mental health and body image of many users. Instagram’s platform revolves around giving and receiving praise, something that can result in others being viewed as idealistic or superior to anyone else (Kowalczyk, 2016). Social media gives others a window of access into the most private and personal parts of life, and this openness can blur the lines between intimate life and what is shared online (Kowalczyk, 2016). The rise in popularity of social media has influenced individuals to become very comfortable sharing details about themselves online, creating an alternate online persona of themselves. If you search hard enough, almost anyone from colleagues to classmates can be found using these platforms (Cassano Rizzuti, 2020). The introduction of social media platforms such as Instagram have altered the ways women portray and engage with their online persona, regarding issues such as body dysmorphia, parasocial relationships and mental health.

 

As technology continues to grow and develop in our society, it’s impacts on future generations must be studied. The internet allows young people to create a new identity, and many interpret this newfound normality as either good or bad (Mantranga, 2023). With the growing popularity of social media, everyday more and more people turn to Instagram for fashion tips, health and lifestyle advice, and what cosmetic items they should be buying. For the younger generation, these social media “influencers” are simply a normality. Many of them in fact take their word and look up to them for advice. While maintaining a form of celebrity status, “influencers” impact teenager’s self-expression and online identity on social media (Mantranga, 2023). Before Instagram’s introduction, young women found inspiration and advice through other forms of media. Stereotypical media content directed at teen girls has always existed, the popularity of teen magazines in the 90s and early 2000s impacted young girls lives and changed their perspectives on gender roles. Influencer content on Instagram can be compared to this, as users attempt to appeal to this same crowd or niche (Mantranga, 2023). Many users use Instagram as a form of self-gratification or affirmation, letting people into their lives and creating a virtual representation of themselves via their online profile. Choosing the most flattering pictures to post allows individuals to feel loved and supported through praise from their peers, resulting in an even bigger desire to self-enhance their persona and draw in more users to create an even bigger audience. Few people believe in the authenticity of the Instagram platform, yet many users continue to go to great lengths to meet the unrealistic ideals (Staniewski, 2022). Instagram can have negative effects that may ultimately outweigh the positives. The app can often distort reality, creating the illusion of a perfect life. This has been achieved countless times in the past through photo editing tools, and the introduction of artificial intelligence provides even more opportunity for distorted media. More frequent use of Instagram has been said to increase self-comparison and feelings of self-deprecation. Many women become unrecognisable due to their “perfect” online persona, changing their bodies and face to become unrecognisable due various filters available through the app (Staniewski, 2022). Digitized dysmorphia of women’s bodies can be credited to the feminine beauty standards presented by social media in comparison to the genuine appearance of women (Staniewski, 2022). Thus, social comparisons of online personas often contribute to cases of body dysmorphia or dissatisfaction.

 

Consistently viewing images of others in one’s free time can lead to instances of self-comparison and body dissatisfaction. Frequent Instagram use is an example. Manipulated images with unnatural body proportions, flawless skin and concerning thinness are the centre of many online personas circulating the platform (Staniewski, 2022). This genre of content often appeals to young people aged 18 to 29, and these individuals represent one-third of Instagram users (Harris, 2019). These social networks allow for the projection of images revolved around one’s best self, encouraging others online personas to be of a similar nature (Harris, 2019). Harris says that recent research has highlighted that one’s personality can influence their ideal self-presentation on social media (2019). These factors can cause feelings of distress and anxiety, forming an unhealthy relationship with Instagram. It is worrisome that even short exposure to edited images on Instagram can lead to a direct change to one’s perception of body image. Adolescence is a very critical period for psychological development and results in young women being more vulnerable to social media’s effects. They are more self-critical, resulting in them being an easy target. Many have suggested Instagram implements a disclosure feature on edited images, although they are still easily accessible (Kleemans & Daalman, 2016). The common practice of Instagram users manipulating and tweaking their appearance for others to see has worrisome consequences. Many don’t realise the reshaping of other’s bodies, resulting themselves equating their online persona with these images (Kleemans & Daalman, 2016). Engagement with these images has been found to manifest into disordered eating behaviours. Factors such as body shame and surveillance may begin to rise, and the use of Instagram has been found to trigger a higher level of these obsessive behaviours (Erickson, 2016). Social media has become a useful tool in society. It allows individuals to keep in touch with friends and family, as well as stay connected with world events. Although, it’s encouragement of becoming a curated version of yourself online creates unhealthy behaviours that are becoming worrying. The use of these apps has become a normality for the younger generation. The usage of Instagram can influence a person’s level of body dissatisfaction symptoms, and result in them unknowingly seeking out this appearance-related content on Instagram.

 

Although Instagram is a relatively new platform for communication, it has existed long enough for individuals to detect negative behaviours it has created. One of which is creating parasocial feelings towards others. Due to Instagram’s rise, influencer marketing tactics have gained attention from the advertising Industry, as well as their ‘followers’ or ‘peers’ (Kim, 2019). These established personalities can hold credibility in the eyes of their viewers, as getting to know them through their profile creates a para-social connection (Kefi, 2020). ‘Influencers’ will often scatter branded posts with personal stories, opinions, and emotions they are feeling. They become opinion leaders, and their posts can impact potential customers. As previously stated, social media can create a sense of vulnerability when one shares details regarding their personal life. It creates connection, and if an individual wishes to replicate an ‘influencer’s’ online persona, parasocial interaction is likely to impact the purchase intention of these individuals (Kefi, 2020). If a young girl is feeling insecure about her body, she may be tempted to buy the weight loss supplements her favourite influencer is promoting. Influencer’s keep up this bond through public appearances, interacting with their fans, and posting about their everyday life. Their mundane day-to-day activities can result in them being viewed as more approachable than a celebrity, and it has been suggested that the nature of their content results in them being viewed as relatable and trustworthy (Kim, 2019). This attraction results in positive brand attitudes, and an increase in consumers for the products they promote. This persona that ‘influencers’ create is their online persona. It is centered around marketing and content strategies, making it their goal to be seen as approachable and authentic. Their self-presentation on the Instagram platform aims to develop a parasocial connection with their followers to make money and close deals (Kim, 2019). Many ‘influencers’ have recently been exposed for failing to disclose their brand partnerships. This is problematic, as it misleads consumers leading them to believe it is the influencer’s own opinion on the product and that it is an unbiased review. This can negatively impact the credibility of the influencer, therefore negatively impacting their online persona. If the influencer is not seen as credible and trustworthy by their fans, it can also dissolve the parasocial relationship they worked so hard to create (Kim, 2019). A fracture in one’s online identity can result in negative impact on mental wellbeing, as many individuals become too invested in who they are online.

 

Instagram’s impact on the mental health of users has been discussed and studied since it’s ascent. Being a platform revolved around self-presentation and social interaction, it has been linked to lower psychological well-being (Faelens, 2021). Posting, viewing, and commenting has been said to influence anxiety as well as psychological distress due to users making social comparisons (Faelens et al., 2021). Today’s society revolves around the increasing popularity of smartphones and mobile devices, resulting in social media being a normality among youth. Adolescents who are facing developmental changes, are now required to factor in developing an online persona. This exposure to social media from a young age is said to put them at higher risk of symptoms of anxiety and depression (Frison & Eggermont, 2017). Frison & Eggermont found that excessive browsing on Instagram is related to increases of depressed moods in adolescents, and passive consumption of social media content may lead to diagnosis of depression in young adulthood (2017). There continues to be a lack of research in this field, although there is a defined link and negative comparison between Instagram and a decline in mental health and wellbeing. Posting on Instagram can also result in negative moods. If a carefully curated post doesn’t get as many likes and interactions as the individual expected, this can negatively impact mental wellbeing. Social media is often used to enhance moods through praise and approval, so not receiving this may result in disappointment and feelings of being not good enough (Frison & Eggermont, 2017). This negative mood as result of social media may make users even more likely to continue to post images or videos on Instagram, as the possibility of receiving this praise and changing their image in the eyes of their peers is an addiction. The platform may also attract people with lower self-esteem, as it gives them a chance to reinvent themselves and create a persona. Users can find encouragement through comments and likes, creating an endless cycle of self-doubt. The use of Instagram can not only evoke traits and symptoms of mental illness, but it can also increase the posting behaviour of individuals (Frison & Eggermont, 2017). Many young women follow appearance-focused posts on Instagram, and many users are likely to experience and idealised thin-ideal mindset, as well as subconsciously participate in body surveillance of others. Following accounts that appeal to this ideal may unknowingly plant the seed of this idea in the developing minds of these young women, resulting in the desire to alter their appearance and online persona.

 

In conclusion, creating an online persona on Instagram can be credited to being equally benefitting and damaging. The age adolescents begin using social media becomes younger every year, and the ideals of the platform can be damaging toward their developing minds. Body dissatisfaction, mental illness, and parasocial interactions are simply scratching the surface of the damaging impact social media can have on individuals. Although social media use is a normality for the younger generation of today, it’s dangers are often overlooked or ignored. Women portray and engage with their online persona differently since Instagram’s introduction, and it has heavily impacted how many individuals appear on social media platforms.

 

Reference List:

AI-Kandari, A., AI-Hunaiyyan, A., & AI-Hajri, R. (2016). The influence of culture on instagram use. Journal of Advances in Information Technology, 7(1). https://www.jait.us/index.php?m=content&c=index&a=show&catid=173&id=931

Cassano Rizzuti, J. (2020). Social media: Are the lines between professional and personal use blurring. The McMaster Journal of Communication, 12(2). https://journals.mcmaster.ca/mjc/article/view/2464/1810

Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Busincess Research, 156(1). https://doi.org/10.1016/j.jbusres.2023.113708

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68(1), 1-7. https://doi.org/10.1016/j.chb.2016.11.009

Erickson, M. (2016). Body dysmorphia in the age of the internet. https://www.csustan.edu/sites/default/files/groups/University%20Honors%20Program/Journals_two/dis_erickson_maggijo.pdf

Faelens, L., Hoorelbeke, K., Cambier, R., van Put, J., Van de Putte, E., Raedt, R., Koster, E. (2021). The relationship between instagram use and indicators of mental health: A systematic review. Computers in Human Behavior Reports, 4(1) 100-121. https://doi.org/10.1016/j.chbr.2021.100121

Frison, E., & Eggermont, S. (2017). Browsing, posting and liking on instagram: The reciprocal relationships between different types of instagram use and adolescent’s depressed mood. Cyberpsychology, Behaviour, and Social Networking, 20(10). https://doi.org/10.1089/cyber.2017.0156

Harris, E., & Bardey, A. (2019). Do instagram profiles accurately portray personality: An investigation into idealized online self-presentation. Human-Media Interaction, 10(1). https://doi.org/10.3389/fpsyg.2019.00871

Hu, Y. (2014). What we instagram: A first analysis of instagram photo content and user types. Eighth International AAAI Conference on Weblogs and Social Media, 8(1). https://doi.org/10.1609/icwsm.v8i1.14578

Kim, H. (2021). Keeping up with influencers: Exploring the impact of social presence and parasocial interactions on instagram. International Journal of Advertising, 41(3), 414-434. https://doi.org/10.1080/02650487.2021.1886477

Kleemans, M., & Daalmans, S. (2016). Picture perfect: The direct effect of manipulated instagram photos on body image in adolescent girls. Media Psychology, 21(1), 93-110. https://doi.org/10.1080/15213269.2016.1257392

Kowalczyk, C. (2016). Transforming celebrities through social media: The role of authenticity and emotional attachment. Journal of Product & Brand Management, 25(4), 345-356. https://doi.org/10.1108/JPBM-09-2015-0969

Mantranga, A. (2023). Influencers, identity, and the internet: How young girls create their identity through instagram. The University of North Carolina, 1(1). https://www.proquest.com/openview/b8541405fb17b37485704ba1e05adaec/1?pq-origsite=gscholar&cbl=18750&diss=y

Staniewski, M., & Awruk, K. (2022). The influence of instagram on mental well-being and purchasing decisions in a pandemic. Technological Forecasting and Social Change, 174(1), 121-287. https://doi.org/10.1016/j.techfore.2021.121287