Virtual Mirrors and Distorted Reflections: Investigating Social Media’s Influence on Body Image and Eating Behaviour of Young Adults in Mumbai

Asian Journal of Media and Communication E-ISSN: 2579-6119, P-ISSN: 2579-6100 Volume 8, Number 1, 2024 DOI: 10.20885/asjmc.vol8.iss1.art1 Virtual Mirrors and Distorted Reflections: Investigating Social Media’s Influence on Body Image and Eating Behaviour of Young Adults in Mumbai Ashwathi Anilkumar KET's V. G. Vaze College (Autonomous), Mumbai, India Abstract. In the vortex of virtual mirrors, young adults find themselves at the epicentre of body ideals and dietary trends. This study examines the relationship between social media, body image and eating behaviours of urban young adults in Mumbai. It explores usage patterns, analyses the impact of body-centric content on perceptions and behaviours, and assesses the youth’s awareness of social media’s potential influence on eating disorders and mental health. The primary empirical data were collected through an online survey, utilizing a semistructured questionnaire from 360 respondents in Mumbai who were selected based on specific criteria, i.e. aged 15 – 29 years and regularly use social media. This study found that social media has become the foreground of body image ideals, weight loss endeavours, and dieting trends which are not necessarily fact-based. The practice of photo editing, dietary changes, and the act of comparing oneself to others on social media are prevalent among respondents. These findings provide insights into the complex role of social media in young adults’ lives, underscoring the need for targeted interventions and fostering responsible online behaviours through media literacy Article History Submitted: September 23, 2023 Accepted: July 9, 2024 Published: July 30, 2024 Keywords: Body image; dietary trends; eating disorder; mental health; social media. 1. Introduction As the Industrial Revolution unfolded, a wave of consumerism swept across the world, reshaping societies from one based on necessity to one rooted in desire. Happiness, desirability, and self-esteem became intrinsically linked to the possessions individuals acquired. Within this context, industries of fashion, cosmetics, fitness and their allies forged an imperative for their products by crafting a mould for the perfect body. This paradigm shift was significantly facilitated by the media, employing compelling advertisements and impactful entertainment narratives. The transitional period of early adulthood marks a stage of self-reflection and potential, characterized by the pursuit of enduring relationships and the support they receive from their environment and society (Munsey, 2006). Notably, the media assumes a crucial Copyright © 2024 Authors. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License (http://creativecommons.org/licences/by-sa/4.0/) 1 Volume 8, Number 1, 2024, 1-20 role in shaping the self-perceptions of emerging adults, influencing their beliefs about physical attributes, and subsequently impacting behavioural outcomes (Kaur, et al., 2022). In the context of India, the Westernization of Indian culture has played a pivotal role in transforming body preferences. Mumbai as the Indian media capital (Curtin, 2010) is home to numerous media production houses, advertising agencies, and digital content creators; exerts a unique influence over societal attitudes reflected in media content and impacts body image. Studies indicate a growing emphasis on health consciousness in India, with a shifting emphasis towards slimmer bodies, aligning with the evolving global narratives. This transition is particularly noteworthy as traditional South Asian ideals of curvy, full-bodied figures, once symbols of beauty and prosperity (Bhattacharya, 2018), now give way to a preference for slim female bodies and chiselled physiques for males (Hoodbhoy, Zahid, & Iqbal, 2015). Pioneers like Jean Kilbourne, Naomi Wolf, Susie Orbach and Margo Maine, among others, have shed light on the connection between media representations, body image and eating disorders. While much of the research in this domain has historically focused on women due to the disproportionate impact of societal beauty ideals on women’s selfperception, scholarship by Roberto Olivardia, Michael Levine, and Harrison Pope has contributed to understanding men’s experiences with body dissatisfaction and muscle dysmorphia. Today, scholars are also exploring how societal expectations of appearance affect individuals beyond the binary understanding of gender. While the pioneering research has sparked social awareness, body positivity movements, and responsible branding initiatives in Western contexts, there is an increasing need for a gender-inclusive approach to study the association between body image and eating behaviour, particularly concerning the evolving media preferences in India. In today’s landscape, social media stands as an unparalleled platform, distinct from traditional media outlets. Offering heightened personalisation and interactivity, it facilitates a sense of validation through virtual social capital. It also fosters fluid dissemination of misinformation, body image ideals, peer comparisons, criticism, and unhealthy coping mechanisms (Ye, 2023). By comprehensively examining the impact of social media on young adults’ body image and eating behaviours in the urban nucleus of Mumbai, this research seeks to shed light on the complexities of media’s influence on individual psychology and behaviours in the contemporary digital age. Mumbai as the Indian media capital (Curtin, 2010) is home to numerous media production houses, advertising agencies, and digital content creators; exerts a unique influence over societal attitudes reflected in media content and impacts body image. This knowledge can inform targeted interventions, public health campaigns, and media literacy programs that strive to promote healthier body image perceptions and foster positive eating behaviours among the youth. The principal objective of this research was to explore the intricate relationship between social media usage, eating disorders, body image, and overall mental health among urban young adults in Mumbai. The study aimed to investigate the patterns of social media usage, examining how exposure to body-centric content on these platforms influenced their perceptions of body image and eating behaviour. Additionally, the impact of social media on mental health indicators such as feelings of guilt, anxiety, and inadequacy was explored. The research also examined the level of awareness concerning the potential influence of social media on eating disorders and mental health. 2 Ashwathi Anilkumar, Virtual Mirrors and Distorted Reflections: Investigating Social Media’s Influence on Body Image and Eating Behaviour of Young Adults in Mumbai 2. Literature review 2.1. Eating disorders and mental health Eating disorders are defined as behavioural conditions characterized by a persistent disturbance of eating or eating-re (...truncated)