Communicating Health Through Images: How Social Media Visuals Shape Body Comparison in Chinese Young Women

Abstract

Social media has intensified appearance-related pressures among young women, especially in cultures that idealize thinness. In China, the widespread circulation of idealized body imagery online poses challenges to women's body satisfaction and self-perception. This study explores how different types of social media images influence appearance-based social comparison from a media and health communication perspective. A between-subjects experimental design was employed with 369 female Chinese university students randomly assigned to view one of five image types: thin-ideal posed, thin-ideal functional, full-figured posed, full-figured functional, or neutral scenery. After exposure, participants completed a measure of appearance comparison. ANOVA and post-hoc analyses showed that participants exposed to images of human models—regardless of body type or pose—reported significantly higher appearance comparison levels than those who viewed neutral scenery. No significant differences were found between the four model image groups. Findings suggest that the presence of human figures alone may trigger appearance comparison, highlighting the powerful visual influence of media content. This study offers practical insights into digital image design and supports the inclusion of neutral, non-human visuals in media strategies aimed at promoting healthier self-image among young women.