When virtual makeovers become “real”: how SNS interactions drive selfie editing and cosmetic surgery

Abstract

The behavior of posting edited selfies on social networking sites (SNSs) is becoming increasingly popular among young women. The current study takes the initiative to investigate the determinants of this behavior using Goffman’s self-presentation theory. A survey of 600 young women in China was conducted. The results indicate that young women’s behaviors of posting edited selfies on SNSs are affected by their perceptions of audience characteristics and social media metrics. The behavior is also found to be associated with the intention to undergo cosmetic surgery. These findings suggest that people translate their interactional behaviors from the virtual space into offline behaviors, despite the many associated risks. Theoretically, the present study extends the self-presentation theory to the context of SNSs, where audiences are physically absent and media affordances offer cues about social interactions.

Keywords:

• Selfie editing
• self-presentation
• social media metrics
• imagined audiences
• intention for cosmetic surgery

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Fangcao Lu

Fangcao Lu is a Ph.D. Candidate in the Department of Media and Communication at the City University of Hong Kong. Her research examines psychology of new media, computer-mediated communication, media effects on health behavior, and health misinformation.

Stella C. Chia

Stella C. Chia (Ph.D. University of Wisconsin at Madison) is an Associate Professor in the Department of Media and Communication at City University of Hong Kong. Her research area includes media effects on health behavior, impacts of new technology, as well as journalism and public opinion.