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Advisor(s)
Abstract(s)
É inegável a posição que os meios de comunicação online, em especial as redes sociais, assumem no panorama mundial. É notável a sua (cada vez maior) influência, impulsionada pela contínua adesão de novos utilizadores. De facto, a popularidade das redes sociais tem aumentado, assim como a dos seus protagonistas, de onde se destacam os influenciadores digitais e as celebridades, que contam com milhares de seguidores na sua conta e com quem partilham, numa base diária, as suas ideias e conquistas. Poderá esta exposição dos invidíduos às redes sociais e à influência dos criadores de conteúdo digitais e das celebridades prejudicar a sua autoconfiança individual?
Face ao aumento da popularidade dos procedimentos cirúrgicos estéticos, e apesar de várias investigações explorarem a influência dos meios tradicionais no desejo das mulheres em realizar cirurgia estética, é escassa a pesquisa que se debruce acerca dos efeitos das redes sociais na intenção das mulheres em recorrer a este tipo de cirurgia, com a interiorização dos ideais de beleza, as comparações sociais e a insatisfação corporal a desempenharem o papel de mediação para esta associação – fatores socioculturais possivelmente despoletados pelos conteúdos disseminados pelas influenciadoras digitais. Neste seguimento, também os fatores socioculturais e psicológicos que influenciam as atitudes em relação à cirurgia plástica ainda não foram totalmente explorados. Adicionalmente, tendo em conta que as celebridades se encontram, cada vez mais, nos meios digitais, cabe aferir se a adoração sentida pelos fãs tem efeito no desejo das mulheres em realizar procedimentos cirúrgicos estéticos.
Desta forma, esta dissertação propôs-se estudar de que forma as redes sociais Facebook e Instagram têm influência no desejo das mulheres em realizar cirurgia plástica. Foi realizado um estudo de caráter quantitativo e correlacional através de um inquérito por questionário a 200 mulheres portuguesas com idades compreendidas entre os 18 e os 34 anos. Os resultados obtidos demonstraram que a exposição a imagens de influenciadoras digitais leva a uma maior aceitação da cirurgia estética entre as mulheres – associação que é mediada através da interiorização de ideais de beleza, comparações sociais ascendentes e insatisfação corporal. Do mesmo modo, descobriu-se que a adoração de celebridades prediz uma maior consideração das mulheres em realizar cirurgia estética.
It is undeniable the position online media, especially social media, assumes on the world stage. Its (increasing) influence is notable, driven by the continued adhesion of new users. In fact, the popularity of social media has increased, as well as the fame of the protagonists of these media, from which digital influencers and celebrities stand out, who have thousands of followers on their account and with whom their share their ideas and achievements on a daily basis. Could this exposure of individuals to social media and the influence of digital content creators and celebrities impair their individual self-confidence? In the face of growing popularity of aesthetic surgical procedures, and although several investigations explore the influence of traditional media on women’s desire to perform cosmetic surgery, there is little research regarding the effects of social media on women’s intention to undergo this type of surgery, with internalization of beauty ideals, social comparisons and body dissatisfaction mediating the role for this association – socio-cultural factors possibly triggered due to the content disseminated by digital influencers. The socio-cultural and psychological factors that influence attitudes towards cosmetic surgery have not yet been fully explored. Additionally, given the fact the celebrities are increasingly active on social media, it is timely to assess whether celebrity worship influences women’s consideration to undergo aesthetic surgical procedures. Thus, this dissertation set out to study how do social media (Facebook and Instagram) influence women’s desire to undergo cosmetic surgery. A quantitative and correlational study was carried out through a questionnaire survey of 200 Portuguese woman aged between 18 and 34 years. The results demonstrated that the exposure to images of digital influencers leads to a greater acceptance of cosmetic surgery among women – an association that is mediated through the internalization of female beauty ideals, upward social comparisons and body dissatisfaction. Likewise, it was found that celebrity worship predicts greater consideration by women in performing plastic surgery.
It is undeniable the position online media, especially social media, assumes on the world stage. Its (increasing) influence is notable, driven by the continued adhesion of new users. In fact, the popularity of social media has increased, as well as the fame of the protagonists of these media, from which digital influencers and celebrities stand out, who have thousands of followers on their account and with whom their share their ideas and achievements on a daily basis. Could this exposure of individuals to social media and the influence of digital content creators and celebrities impair their individual self-confidence? In the face of growing popularity of aesthetic surgical procedures, and although several investigations explore the influence of traditional media on women’s desire to perform cosmetic surgery, there is little research regarding the effects of social media on women’s intention to undergo this type of surgery, with internalization of beauty ideals, social comparisons and body dissatisfaction mediating the role for this association – socio-cultural factors possibly triggered due to the content disseminated by digital influencers. The socio-cultural and psychological factors that influence attitudes towards cosmetic surgery have not yet been fully explored. Additionally, given the fact the celebrities are increasingly active on social media, it is timely to assess whether celebrity worship influences women’s consideration to undergo aesthetic surgical procedures. Thus, this dissertation set out to study how do social media (Facebook and Instagram) influence women’s desire to undergo cosmetic surgery. A quantitative and correlational study was carried out through a questionnaire survey of 200 Portuguese woman aged between 18 and 34 years. The results demonstrated that the exposure to images of digital influencers leads to a greater acceptance of cosmetic surgery among women – an association that is mediated through the internalization of female beauty ideals, upward social comparisons and body dissatisfaction. Likewise, it was found that celebrity worship predicts greater consideration by women in performing plastic surgery.
Description
Keywords
Redes sociais Cirurgia plástica Ideais de beleza Comparações sociais Insatisfação corporal Influenciadores digitais Celebridades Adoração a celebridades Social media Cosmetic surgery Beauty ideals Social comparisons Body dissatisfaction Digital influencers Celebrities Celebrity worship