Sexualised Advertising through Instagram: An exploration into the effects this has on female appearance satisfaction
Dublin Core
Title
Sexualised Advertising through Instagram: An exploration into the effects this has on female appearance satisfaction
Creator
Chrystal Champion
Date
2018
Description
This study explored the beliefs and opinions held by females aged 20-23 years on Instagram. It aimed to uncover possible effects that exposure to sexualised content and beauty standards could have on young female’s appearance satisfaction. Previous literature has addressed extensively how social comparisons and internalisation of beauty ideals can negatively affect females, increasing body dissatisfaction. This research aimed to expand these findings, exploring how body and facial attractiveness seen online can affect appearance satisfaction as a whole. Previous studies have determined that internalisation and social comparison are prevalent in women that compare themselves to others on Instagram. These theories along with objectification and cultivation theory are utilized to comprehend female’s perceptions of beauty and how it could be implicating them to act in a sexualised way online. The study consisted of two focus groups, each lasting approximately one hour. A convenience sample was used recruiting university students. A semi-structured interview schedule was utilised to allow for rich data to be produced. The data was categorised by using thematic analysis strategies of coding, mapping and deducing themes. The research conclusion found that women did report decreased appearance satisfaction when viewing ‘beautiful’ girls on Instagram, social comparisons was identified as more salient with peers, yet they did also report comparing themselves with reality television stars. Findings also reported that internalisation of beauty ideals was strong, they remark television and the social media for ‘normalising’ beauty standards. Lastly, participants were found to self-objectify themselves in a sexual manner more for Instagram than other social media sites.
Subject
None
Source
This study explores the possible effects social networking site Instagram has on young females, in relation to their appearance satisfaction. Overall, it aims to add to existing literature within this field and other domains such as sociology and women’s studies, whilst also extending previous literature, as this research looks beyond body satisfaction and addresses appearance satisfaction completely. It also provides scope into understanding Instagram and the magnitude of its effects on the user, as the majority of previous literature focuses on Facebook.
3.1 Research Design
Two focus groups were conducted, each lasting approximately one hour. The focus group was held in a small lecture theatre at Lancaster University in the Management School (Lecture Theatre 12). A phenomenological approach was applied as the research aims to explore a group of participant’s experiences and aims to further make sense of these experiences (Creswell, 2013). Application of focus groups was applied as it allowed for a semi-structured narrative of findings. The participants were able to express their thoughts, feelings and opinions in relation to this topic of research. A semi-structured interview type was applied as it allows for more flexibility, allows for more rapport building and these aspects can lead to richer data which enters more novel spheres (Smith & Osborn, 2003).
3.2 Sampling
The overall sample consisted of 13 female students studying at Lancaster University between the ages of 20-23 years. This age was used as research has suggested that young females within these age brackets tend to be heavy Instagram users. These participants were recruited through convenience sampling, no specific recruitment criteria concerning use of social media was applied, in order to allow this variable to fall out naturally in the sample.
3.3 Research Procedures
3.3.1 Materials
The participants were given an information sheet and a consent sheet at the beginning of the focus groups. These detailed the purpose of the study, outlined the potential risks/benefits, and provided the participants with information regarding their anonymity and confidentiality as well as making them aware of their right to withdraw. During the focus group participants were asked to discuss images which included advertisements of brands and celebrities and well as images showcasing cosmetic enhancements (See appendix E). The focus groups were recorded using a MacBook Pro, the recordings were stored in a file on the laptop, which was password protected.
3.3.2 Interview Schedule
A discussion guide was created for the focus groups which outlined a schedule for conversation and was used to informally guide the discussion. Guides are used to be suggestive, not prescriptive (Smith and Osborn, 2003). The discussion guide contained open-ended questions which were used to detect Instagram usage, opinions, beliefs and perceptions. However, it must be noted that some additional questions were asked during the focus group, coherent with its semi-structured nature to gather richer data where applicable. Lastly, the discussion guide was created to address the research aim.
3.3.3 Ethical Considerations
The research design adhered to Lancaster’s Universities ethics committee which is in line with the British Psychological Society’s Code of Ethics and Conduct (BPS, 2009). Each participant gave informed consent, they were informed of the confidentiality agreement, which was to anonymise their identity when using the data by given each of the individuals a pseudonym (Forrester, 2010). Participants were ascribed a pseudonym from the letters A-L to protect their identities. They were informed of their right to withdraw and were given a debrief sheet at the end of the focus groups. Data recorded was discussed only between the researcher and the supervisor.
3.3.4 Data Analysis Procedure
Data analysis from the research findings are used in a way which helps to manifest the respondent’s discussion, to examine possible beliefs or constructs as portrayed by the participants (Smith and Osborn, 2003). This aims to understand the complexity of the content, rather than depicting general frequency. The transcript is used to interpret meanings beyond the literal meaning, including context and deducing themes from the data. Thematic analysis was used to analyse the transcribed data. This method was utilised due to its flexible nature, which helps to produce rich descriptions and accounts of the topic being studied (Braun & Clarke, 2006). The research followed the 6-stage account as outlined by Braun and Clarke (2006). Stage one of their model involves familiarity of content, which is done by re-reading the transcripts. Stage two involves identifying key features and giving them a relating initial code. Thirdly, themes are deduced from the features by combining relevant codes, some create sub-themes and others are able to be subordinate themes. Fourthly, the themes are broken down and refined into separate themes, in the fifth stage these themes are used to create a thematic map. Lastly, each theme is written up and analysed to the fullest extent.
3.1 Research Design
Two focus groups were conducted, each lasting approximately one hour. The focus group was held in a small lecture theatre at Lancaster University in the Management School (Lecture Theatre 12). A phenomenological approach was applied as the research aims to explore a group of participant’s experiences and aims to further make sense of these experiences (Creswell, 2013). Application of focus groups was applied as it allowed for a semi-structured narrative of findings. The participants were able to express their thoughts, feelings and opinions in relation to this topic of research. A semi-structured interview type was applied as it allows for more flexibility, allows for more rapport building and these aspects can lead to richer data which enters more novel spheres (Smith & Osborn, 2003).
3.2 Sampling
The overall sample consisted of 13 female students studying at Lancaster University between the ages of 20-23 years. This age was used as research has suggested that young females within these age brackets tend to be heavy Instagram users. These participants were recruited through convenience sampling, no specific recruitment criteria concerning use of social media was applied, in order to allow this variable to fall out naturally in the sample.
3.3 Research Procedures
3.3.1 Materials
The participants were given an information sheet and a consent sheet at the beginning of the focus groups. These detailed the purpose of the study, outlined the potential risks/benefits, and provided the participants with information regarding their anonymity and confidentiality as well as making them aware of their right to withdraw. During the focus group participants were asked to discuss images which included advertisements of brands and celebrities and well as images showcasing cosmetic enhancements (See appendix E). The focus groups were recorded using a MacBook Pro, the recordings were stored in a file on the laptop, which was password protected.
3.3.2 Interview Schedule
A discussion guide was created for the focus groups which outlined a schedule for conversation and was used to informally guide the discussion. Guides are used to be suggestive, not prescriptive (Smith and Osborn, 2003). The discussion guide contained open-ended questions which were used to detect Instagram usage, opinions, beliefs and perceptions. However, it must be noted that some additional questions were asked during the focus group, coherent with its semi-structured nature to gather richer data where applicable. Lastly, the discussion guide was created to address the research aim.
3.3.3 Ethical Considerations
The research design adhered to Lancaster’s Universities ethics committee which is in line with the British Psychological Society’s Code of Ethics and Conduct (BPS, 2009). Each participant gave informed consent, they were informed of the confidentiality agreement, which was to anonymise their identity when using the data by given each of the individuals a pseudonym (Forrester, 2010). Participants were ascribed a pseudonym from the letters A-L to protect their identities. They were informed of their right to withdraw and were given a debrief sheet at the end of the focus groups. Data recorded was discussed only between the researcher and the supervisor.
3.3.4 Data Analysis Procedure
Data analysis from the research findings are used in a way which helps to manifest the respondent’s discussion, to examine possible beliefs or constructs as portrayed by the participants (Smith and Osborn, 2003). This aims to understand the complexity of the content, rather than depicting general frequency. The transcript is used to interpret meanings beyond the literal meaning, including context and deducing themes from the data. Thematic analysis was used to analyse the transcribed data. This method was utilised due to its flexible nature, which helps to produce rich descriptions and accounts of the topic being studied (Braun & Clarke, 2006). The research followed the 6-stage account as outlined by Braun and Clarke (2006). Stage one of their model involves familiarity of content, which is done by re-reading the transcripts. Stage two involves identifying key features and giving them a relating initial code. Thirdly, themes are deduced from the features by combining relevant codes, some create sub-themes and others are able to be subordinate themes. Fourthly, the themes are broken down and refined into separate themes, in the fifth stage these themes are used to create a thematic map. Lastly, each theme is written up and analysed to the fullest extent.
Publisher
Lancaster University
Format
Text/.docx
Identifier
Champion2018
Contributor
Rebecca James
Rights
Open
Relation
None
Language
English
Type
Text
Coverage
LA1 4YF
LUSTRE
Supervisor
Leslie Hallam
Project Level
MSc
Topic
Social, Marketing
Sample Size
13 female students
Statistical Analysis Type
Qualitative (Thematic Analysis), Qualitative
Files
Collection
Citation
Chrystal Champion, “Sexualised Advertising through Instagram: An exploration into the effects this has on female appearance satisfaction,” LUSTRE, accessed May 4, 2024, https://www.johnntowse.com/LUSTRE/items/show/88.