The Digital Gaze: Investigating Appearance-Related Social Media Consciousness in Relationship to Body Image and Self-Esteem

An individual’s sense of being constantly observed and evaluated on social media has potential implications for their body image and self-esteem. The present study explored the relationship between Appearance-Related Social Media Consciousness, body image, and self-esteem among college students (N = 300). The measures used for this study were Appearance-Related Social Media Consciousness Scale, the Body Appreciation Scale-2, and the Rosenberg Self-Esteem Scale. Descriptive analysis showed participants had moderate scores on Appearance-Related Social Media Consciousness, and high scores on body appreciation and self-esteem. The study findings revealed a significant negative relationship between Appearance-Related Social Media Consciousness and body appreciation as well as between Appearance-Related Social Media Consciousness and self-esteem. Therefore, suggesting that individuals who felt highly conscious of their appearance on social media scored lower with regard to body appreciation as well as their self-esteem. Conversely, a positive relationship was found between body appreciation and self-esteem, reinforcing the role of positive body image in psychological well-being. Gender analysis further indicated that female students exhibited significantly higher levels of Appearance-Related Social Media Consciousness, whereas male students reported significantly higher self-esteem. No significant gender difference was found for body appreciation.The study sheds light on how digital gaze has implications for young adults' well-being in a world that is increasingly becoming digitally social.