A Study Of The Effect Of Tik Tok App Use On Young Women’s Body Shame:A Moderated Chan Mediation Model

Body shame is a subtype of shame,which contains complex emotions and behavioral tendencies.When a women thinks that her body image does not conform to the ideal standard of social culture,she will have negative evaluation of her body,thus inducing body shame.Based on the phenomenon of body shame in young women,this study was conducted for young women at the age from 18 to 44 years old,combining questionnaire survey and in-depth interview,to explore the impact of the use of Tiktok app on body shame.With self-objectification and ideal beauty internalization as mediators and body image comparison as moderating variables,a moderated chain mediation model was constructed to explain the pathway of body shame.The study included 734 questionnaires and 14 in-depth interviews.It was found that the use of Tiktok had a positive impact on women’s body shame,with fitness,makeup and dressing videos having the greatest impact.Body shame,in turn,can lead to social anxiety,restrictive eating and excessive physical surveillance in women.Self-objectification and internalization of ideal beauty have a chain mediating effect between Tiktok use and women’s body shame,and the direct effect of Tiktok use on self-objectification is moderated by body comparison.In order to alleviate young women’s body shame,specific suggestions and countermeasures are put forward for government agencies,media,short video platforms,schools and women themselves.