Exploring The Influence Of Tiktok Videos On Body Image: An Insight Into Body Shaming And Body Dissatisfaction Phenomenon

Abstract

Social media has now become the powerful tool for showcasing beauty norms specifically focusing on gendered body ideals. Among the major platforms, TikTok seems to draw heat for its role in altering how users perceive body image and experience body shaming. The study examines the intricate relationship between TikTok usage, body-based biases, and the subsequent dissatisfaction faced by individuals. Utilizing a sample of 311 active TikTok users drawn from Pakistan, empirical data was obtained through survey-based approach employing Partial Least Square Structural Equation Modeling (PLS-SEM). Key findings indicate a troubling pattern whereby the TikTok users who present themselves through pictures and videos, are the targets of body shaming to a high degree and thus develop dissatisfaction with their appearance. Such outcomes reveal the distressing effects arising from beauty standards that are set by TikTok. The implications of this study call for both theoretical contributions to the understanding of social media's impact on body image and practical insights for individuals and content creators to foster healthy body acceptance within online communities. This research contributes to a deeper awareness of the social and psychological implications of TikTok as a powerful cultural force in shaping body perceptions and offers potential interventions to mitigate the detrimental effects of body shaming in digital spaces.