EVALUATING SOCIAL MEDIA USE AND PERCEPTION OF BODY IMAGE AMONG FEMALE STUDENTS OF ABUBAKAR TATARI ALI POLYTECHNIC, BAUCHI

This study explores the influence of social media use on body image perception among female students at Abubakar Tatari Ali Polytechnic, Bauchi, Nigeria. Drawing on Social Comparison Theory and Uses and Gratifications Theory, the research employs a qualitative design, utilizing in-depth interviews with 20 purposively selected female students and content analysis of platforms like Instagram, TikTok, Snapchat, and YouTube. Findings reveal extensive daily engagement (2-5 hours) with visual content focused on fashion, beauty, and fitness, leading to the internalization of narrow beauty ideals emphasizing slimness, flawless skin, and model-like perfection. Upward social comparisons with influencers and celebrities were prevalent, resulting in heightened body dissatisfaction, fluctuating self-esteem, anxiety, and maladaptive behaviors such as dieting. While body positivity movements offered temporary boosts in confidence and self-acceptance, their impact was limited by algorithmic biases favoring unrealistic trends. The study concludes that social media perpetuates unattainable standards, exacerbating psychological distress among young women, but holds potential for empowerment through inclusive content. Recommendations include media literacy workshops, institutional mental health support, and collaborations to amplify body-positive narratives, contributing to healthier self-perceptions in the Nigerian context.