INFLUENCE OF INSTAGRAM USAGE ON BODY POSITIVITY AMONG FEMALE UNDERGRADUATE STUDENTS

ABSTRACT This study explores the impact of Instagram usage on body positivity among female undergraduate students at Elizade University, utilizing Uses and Gratifications Theory as a framework and social comparison theory. The research reveals both positive and negative consequences of Instagram use on body dissatisfaction. Key findings indicate that Instagram contributes to feelings of body dissatisfaction, anxiety, and depression, potentially leading to eating disorders and unhealthy dieting behaviors. Conversely, Instagram also offers a platform for self-expression and identity formation, influencing hairstyle and dressing choices while having minimal effects on overall body dissatisfaction ideals and exercise habits. The study highlights the significant role of Instagram influencers in increasing the desire to change appearance and persuading students to purchase beauty products. Additionally, social body comparison on Instagram drives lifestyle changes, such as alterations in diet and increased exercise routines. These findings underscore the powerful influence of social media on body image and appearance-related behaviors, emphasizing the need for further research and public awareness to mitigate the negative impacts of Instagram use on body image and mental well- being among young women. The study advocates for promoting media literacy and body positivity campaigns within educational institutions to help students develop critical thinking skills and cultivate a positive body image.