Vliv sociálních sítí na vnímání ženské krásy

Abstract

This bachelor thesis focuses on the influence of social media on the perception of female beauty in the digital environment. The theoretical part is based on concepts from social psychology and marketing communication, particularly the theories of self-concept, social comparison, self-objectification, and the internalization of beauty ideals. The thesis also examines the role of social media platforms such as Instagram and TikTok, influencer marketing, and visual culture in shaping contemporary standards of female attractiveness. The practical part includes quantitative research conducted through an online questionnaire survey among women aged 18–35. The research examines the relationship between social media use, the type of followed content, social comparison, perceived pressure regarding appearance, and dissatisfaction with one’s own appearance. Special attention is paid to the impact of beauty-, fashion-, and fitness-oriented content on women’s self-perception. The results indicate that intensive exposure to appearance-focused content on social media may contribute to higher levels of appearance comparison, pressure to meet beauty standards, and body dissatisfaction. At the same time, the findings suggest that social media can also serve as a source of inspiration, self-expression, and support for self-acceptance. The thesis concludes with recommendations aimed at supporting healthier digital environments, responsible marketing communication, and greater media literacy among users.