A influência das redes sociais na intenção das mulheres portuguesas em realizar cirurgia plástica

Abstract

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.

Date of Award	6 Jan 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Jorge (Supervisor)