Media Exposure, Self Esteem and Body Image Dissatisfaction among Female University Students

Abstract

The present study aimed to examine the relationship between social media exposure, self-esteem, and body image dissatisfaction among female university students, with a particular focus on the mediating role of self-esteem. Previous research has highlighted that frequent engagement with appearance-focused social media content contributes to negative self-evaluations and body dissatisfaction, yet limited evidence exists from collectivist, non-Western contexts such as Pakistan. A cross-sectional design was employed, involving a sample of n=129 female university students aged 18–25 years, who completed validated self-report measures assessing social media exposure, self-esteem, and body image dissatisfaction. Pearson correlation and mediation analyses were conducted to explore the hypothesized relationships. Results indicated that higher social media exposure was significantly associated with increased body image dissatisfaction (r = .45, p < .001) and lower self-esteem (r = -.38, p < .001). Mediation analysis revealed that self-esteem partially mediated the relationship between social media exposure and body image dissatisfaction (β = .14, 95% CI [.08, .21]), indicating that exposure to idealized images reduces self-worth, which in turn exacerbates dissatisfaction with one’s body. These findings support Social Comparison Theory, Self-Discrepancy Theory, and Objectification Theory, emphasizing the psychological impact of social media on young women’s body-related perceptions. Limitations included the cross-sectional design, self-report measures, and a sample restricted to university students, limiting generalizability. Future research should employ longitudinal or experimental designs and examine interventions targeting self-esteem and critical media literacy. Overall, the study provides culturally contextualized evidence from Pakistan, highlighting the importance of addressing self-esteem in mitigating the negative effects of social media on body image.