Instagram As A Digital Mirror: The Effects of Instagram Likes and Disclaimer Labels on Self-awareness, Body Dissatisfaction, and Social Physique Anxiety Among Young Italian Women

This study examined the effects of being appreciated on Instagram (numbers of Likes) and knowing whether or not the physical appearance of a person depicted in an Instagram image has been altered (Disclaimer)—on women’s self-awareness, body dissatisfaction, and social physique anxiety, both independently and in combination. The study used a 2×2 between-participants design in which the number of Likes (Low vs. High) and the image Disclaimer (Presence vs. Absence of information about digital enhancement) were manipulated. Participants, 201 Italian women (M=22; SD=3.69), were randomly assigned to the various conditions. Findings showed that participants exposed to an Instagram image with many Likes reported higher body dissatisfaction and social physique anxiety compared to those with few Likes. Moreover, an interaction effect between the Disclaimer and the number of Likes emerged. When many Likes were associated with an Instagram image, the presence of a Disclaimer was found to reduce women’s self-awareness, lowering levels of attentional focus. These findings suggest that increased media literacy training—designed to foster greater awareness of unrealistic aesthetic ideals—could be advantageous for young women. Specifically, in the presence of socially accepted Instagram images, providing information about digital enhancements could lead to a reduction in attentional focus about one’s own appearance.