Promotion of Cosmetic Surgery on Social Media Platforms and Awareness, Self-Esteem and Body Image Satisfaction of Women in Eti-Osa Local Government Area, Lagos State

Abstract

The desire to undergo and actually patronise cosmetic surgery
practices is mostly driven by the pressure to look a certain way and
obtain an ideal body deemed acceptable by society as it is seen on
social media platforms. Therefore, this study is aimed at investigating
the promotion of cosmetic surgery on social media platforms and
awareness, self-esteem and body image satisfaction of Women in EtiOsa Local Government Area of Lagos State and identify the social
media platforms used by women in assessing cosmetic surgery
messages. The study adopted the theories of Media Effects, Selfdiscrepancy and Social Identity. A descriptive survey research design
was adopted, the instrument for data gathering was a questionnaire.
The sample involved 250 educated women resident in Eti-Osa Local
Government Area. Findings from the study showed that personal
factors and socio-economic factors predict social media engagement.
Women between the ages of 18-25 years willing to undergo cosmetic
surgery are at a high level of significance (r=0.0901, p>0.01). Findings
from the study showed that 43% respondents are more aware of
cosmetic surgery practices especially Breast augmentation and
Liposuction. 56% are of the opinion that Facebook promotes indulging
and patronizing cosmetic procedures. 60% of the respondents accessed
promotional messages on Facebook and Instagram. There is a
significant relationship between access to cosmetic surgery
promotional messages on social media and promotion of cosmetic surgery. Recommendation for the study inferred that women should be more cautious on how they internalize the images they have access to
on a daily bases and how an increase in media awareness has to be the
first step toward encouraging a healthy relationship between a woman, her body, and her social media network.