Social Media Use, Sociocultural Attitudes, and Self-Perception in Developmental Age: A Theoretical and Empirical Analysis

The pervasive influence of social media on young people's daily lives has captured the attention of numerous researchers and has become a widely discussed topic in the media. With many young individuals engaging with platforms such as Instagram, Twitter, and Facebook on a near-daily basis, this constant exposure to digital content increasingly shapes their self-image. At the same time, these platforms often promote unattainable beauty ideals, creating trends that extend beyond sociocultural norms to influence personal appearance. For those who do not conform to these digitally imposed standards, the result can be a growing sense of isolation and discomfort with their own bodies. Among teenagers and pre-teens, there is a growing tendency to share personal aspects of their lives publicly in the pursuit of popularity and attention—often without full awareness of the risks involved. Given their ongoing cognitive and emotional development, these age groups are particularly susceptible to internalizing unrealistic beauty standards, potentially leading to a quicker decline in body satisfaction compared to adults. This dissertation explores in depth the relationship between adolescent body image and social media use, employing both qualitative and quantitative research methods. Insights were drawn from secondary data analysis, as well as from original primary and secondary research efforts. The literature review first offers a comprehensive overview of existing studies on the impact of digital media on children’s body image development. It then introduces new perspectives on how media usage relates to body image concerns and discusses intervention strategies that could be adopted by parents and educators. Two major studies were carried out: one theoretical study aimed at identifying the presence of media influences on preadolescent body image, and one survey-based study designed to pinpoint the most influential sociocultural factors affecting adolescent body dissatisfaction, while also examining the broader implications of these trends. One study employed experimental methods, and the other was based on survey research. In today's world, adolescents are constantly connected through their mobile devices, with digital media serving as both a powerful tool for global interaction and a platform for self-expression. These channels enable them to showcase individuality and, simultaneously, seek social validation. Both studies utilized a combination of research tools: the Bergen Social Media Addiction Scale (BSMAS) to assess the extent of social media use and misuse, and the Sociocultural Attitudes Towards Appearance Questionnaire (SATAQ-4R) to measure young people's attitudes toward societal appearance norms. The findings highlight the complex challenges surrounding adolescents’ digital experiences and underscore the importance of adopting a multifaceted research approach when studying body image. This paper aims to serve as a springboard for future research on the effects of media portrayals on adolescent body image—a pressing issue that warrants further exploration.