Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)

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The Theory of Social Comparison and the Body Positive in Female Consumers of Underwear in Instagram

Authors
Adriana Coloma-Escobedo1, Eliana Gallardo-Echenique2, *
1Communication and Publicity Program, Universidad Peruana de Ciencias Aplicadas, Santiago de Surco, Peru
2School of Communications, Universidad Peruana de Ciencias Aplicadas, Santiago de Surco, Peru
*Corresponding author. Email: eliana.gallardo@upc.edu.pe
Corresponding Author
Eliana Gallardo-Echenique
Available Online 10 December 2022.
DOI
10.2991/978-2-494069-25-1_3How to use a DOI?
Keywords
Body Positive; Social Comparison Theory; Instagram; Underwear; Advertising
Abstract

This study analyzes body positive, a movement challenging women’s beauty standards to promote acceptance of the body as a whole, and the relationship with the theory of social comparison, which indicates that people are continually comparing themselves with similar ones, upward or downward. A qualitative methodology was adopted based on semi-structured interviews of 20 female university students between 18 and 24 years to analyze different Instagram posts of the Sicurezza underwear brand. It is concluded that a type of upward social comparison predominates, both positive and negative, depending on the type of digital images to which they are exposed. There is also a good acceptance of body positive, since respondents feel more identified with the most diverse body types depicted by Sicurezza in their digital communication on Instagram and their body satisfaction and self-acceptance increase, besides encourages them to feel comfortable with their bodies and what they use.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 December 2022
ISBN
978-2-494069-25-1
ISSN
2352-5398
DOI
10.2991/978-2-494069-25-1_3How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Adriana Coloma-Escobedo
AU  - Eliana Gallardo-Echenique
PY  - 2022
DA  - 2022/12/10
TI  - The Theory of Social Comparison and the Body Positive in Female Consumers of Underwear in Instagram
BT  - Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)
PB  - Atlantis Press
SP  - 13
EP  - 23
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-25-1_3
DO  - 10.2991/978-2-494069-25-1_3
ID  - Coloma-Escobedo2022
ER  -