Studies have highlighted the influence of social media comments on users’ perceptual consequences, but whether this holds true in the body image context is still largely unknown. This experimental study investigated the effects of social media comments on ideal body perception and how it influences one’s own body satisfaction. Results showed that comments guided the viewers’ perceptions of what is considered as “ideal” body. Viewers of favorable comments to body posting reported greater idealization of the body imagery (i.e. ideal-enhancing effects), whereas viewers of unfavorable comments showed a lower level of idealization (i.e. ideal-derogating effects). Also, the indirect effects of comments on body satisfaction via idealization were moderated by individual self-discrepancy between personal ideal and own body. This study sheds light on potentially inspiring or protective role of comments against perfect-looking bodies on social media while calling attention to the need for reconsidering the media effects theory for body image.
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