Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

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Social Media Opinion Leaders Who Cater to the Male Gaze and Their Influence on Beauty Standards: A Case Study on Kim Kardashian’s Posts on Instagram

Authors
Shiyun Yang1, *, Yiran Dang2, Yuhan Ma3
1Beijing Forestry University, Beijing, China
2University of Toronto Scarborough, Toronto, ON, Canada
3Beijing Normal University-Hong Kong Baptist University United International College, Zhuhai, Guangdong Province, China
*Corresponding author. Email: stellaysy@bjfu.edu.cn
Corresponding Author
Shiyun Yang
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_71How to use a DOI?
Keywords
Male Gaze; Social Media; Opinion Leader; Beauty Standard; Cultivation Theory
Abstract

As the product of the long-lasting patriarchal social system, the male gaze is not only directing the gender performances on social media but also affecting females’ behaviors in the display of beauty in real life. Social media and opinion leaders are shaping active online users’ perceptions of the current beauty standard due to the audience’s repeated exposure to those media content that shows feminine beauty ideals. The paper did a case study on Kim Kardashian’s photos posted on Instagram using categorical sampling and data analysis as the research methods in the two surveys. This research proved the cater to the male gaze in photos posted by celebrities on social media and discusses the influence of social media opinion leaders on the audience’s ideology and behavior regarding beauty standards. As a result, over-engaging with social networking platforms and images published by social media opinion leaders can lead to severe consequences on the audience, such as appearance anxiety and low self-esteem.

Copyright
© 2022 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 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
978-2-494069-31-2
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_71How to use a DOI?
Copyright
© 2022 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  - Shiyun Yang
AU  - Yiran Dang
AU  - Yuhan Ma
PY  - 2022
DA  - 2022/12/29
TI  - Social Media Opinion Leaders Who Cater to the Male Gaze and Their Influence on Beauty Standards: A Case Study on Kim Kardashian’s Posts on Instagram
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 574
EP  - 583
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_71
DO  - 10.2991/978-2-494069-31-2_71
ID  - Yang2022
ER  -