The Effects of Profile Pictures and Friends' Comments on Social Network Site Users' Body Image and Adherence to the Norm.

This study sought to explore the effects of exposure to Facebook body ideal profile pictures and norm conforming comments on users' body image. In addition, the social identity and self-categorization theoretical frameworks were used to explore users' endorsement of a body ideal norm. A mock Facebook page was used to conduct a pretest posttest 2 × 2 between-group web-based experiment that featured body ideal profile pictures (body ideal vs. no body) and body ideal comments (conforming vs. nonconforming). Five hundred and one participants completed the experiment and passed all manipulation checks. Participants viewed pictures and comments on the status page and were able to leave their own comment before exiting. Results demonstrated no significant main effects. However, predispositional body satisfaction significantly moderated the relationship between body ideal pictures and body satisfaction. Most comments supported the body ideal norm. However, in support of self-categorization theory, participants exposed to nonconforming comments made nonconforming comments themselves significantly more than those exposed to conforming comments. The findings demonstrated the importance of continued body image research in social network sites, as well as the potential for self-categorization theory to guide such research.