“Selfie”-objectification: effects of sexually objectifying selfies on young women's self-objectification and intention to have cosmetic surgery

Purpose The ubiquitous edited selfies on social networking sites (SNSs) demonstrate self-objectification, as young women begin to perceive themselves based on how they appear to others while taking, editing and posting their selfies. Our study proposes and tests a model that outlines two pathways through which viewing selfies on SNSs can influence young women's self-objectification and intention to undergo cosmetic surgery. Design/methodology/approach A survey company in China was commissioned to conduct a web-based survey of 604 young Chinese women using its national online panel of adult Internet users. Findings Young women's frequency of viewing sexually objectifying selfies on SNSs was positively associated with their internalization of beauty ideals and their perception that women tend to be objectified in social reality. The internalization and perceived social reality are positively associated with these young women's self-objectification, posting edited selfies and cosmetic surgery intention. Originality/value This study examines how young women's active engagement with edited selfies, including both viewing and posting them on SNSs, reinforces a culture of self-objectification, reshaping the traditional notions of objectification in digital space. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-12-2024-0805