The Effect of Size-0 Instagram Beauty Carousels on Thin-Ideal Internalization among Generation Z

Hayam Qayyoum; Ayesha Mahtab

doi:10.71317/jgst.2.10.2026.826

Authors

Dr. Hayam Qayyoum Senior Assistant Professor, Department of Media Studies, Faculty of Humanities and Social Sciences, Bahria University, Islamabad, Pakistan Author
Ayesha Mahtab Department of Media Studies, Faculty of Humanities and Social Sciences, Bahria University, Islamabad, Pakistan Author

DOI:

https://doi.org/10.71317/jgst.2.10.2026.826

Keywords:

Beauty Consciousness, Eating Disorder, Gen-Z, Inferiority Complex, Insta Beauty Carousel, Low Self-esteem, Thin-Ideal Internalization, Size-Zero, Social Anxiety

Abstract

This study examined the effect of size-0 Instagram beauty carousels on thin-ideal internalization, affecting self-esteem, inferiority complex, beauty consciousness, and social appearance anxiety among Generation Z. The sample consisted of 300 university students aged 19 to 24 years and was randomly selected. Questionnaire comprised of demographic of thin ideal internalization that shared with the participants for engagement with size-0 Instagram beauty carousel, modified Instagram Photo Activity Index – Appearance-Ideal Content scale and for Thin-Ideal Internalization SATAQ-4R (Sociocultural Attitudes Towards Appearance Questionnaire-4-Revised) were used. It was found that most Gen Z are trend followers, so they internalize size-0 beauty ideals, leading to lower self-esteem, more inferiority complex, and increased beauty consciousness, whereas personal experiences lead to fear of judgment, so they do not show social anxiety. The results are discussed under the Social Comparison Theory. Results indicated that the hypothesis is partially supported, which means that social anxiety is affected differently because participants do not want to show that they have social anxiety, so they show that there is no or very little effect.