Instagram and male body image: an in-depth study of perceptions surrounding Instagram-related body ideals amongst gym-going, male students at Rhodes University.

Abstract

Guided by the disciplinary power and social comparison theories, this study sought to explore the perceptions of Instagram-related male body ideals amongst young, gym-going men enrolled at Rhodes University. Seven in-depth interviews were conducted, and the responses suggested that Instagram use shaped young men's body-related perceptions in a variety of complex ways. The findings suggested that Instagram exposed users to a lean and muscular body ideal and that perceptions of this ideal were shaped by factors such as Instagram's positivity bias, the age of users, and the exposure to the idealised bodies of fitness influencers. Furthermore, perceptions of Instagram's male body ideal were influenced by context. Black South Africans that attended majority white high schools were more likely to conform to the male body ideals associated with their school environment. In such instances, individuals rejected the body norms associated with their ethnic backgrounds in lieu of striving for a lean and muscular body. Additionally, perceptions of body dissatisfaction were evident in cases where upward social comparisons were made with unrealistic male body ideals. Conformity to Instagram's male body ideal also suggested that male users were subjected to a coercive form of power that resulted in their active participation in the reproduction of male body ideals.