How Does Social Media, Facebook - Persuade Korean Teenage Girls To Undergo Cosmetic Surgery?

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How Does Social Media, Facebook - Persuade Korean Teenage Girls To Undergo Cosmetic Surgery?

Research Objectives:

· Recognise social media’s power to influence teenage girls to have cosmetic surgery

LITERATURE REVIEW

Scholars are yet to provide a universally agreed definition of social media. Nonetheless, social media generally denotes Internet tools that allow users (individuals, groups, and organizations) to interact with one another over virtual networks by sharing and exchanging information, ideas, and interests (Qualman, 2013). In other words, social media allows users to build online relationships, which in turn facilitate the exchange and sharing of all manner of information. Popular social media applications include Facebook, Twitter, YouTube, Flickr, MySpace, Instagram, LinkedIn, and Pinterest. Wikis, blogs, podcasts, and social gaming are also part of social media (Al-Deen & Hendricks, 2012). Facebook is the most popular social media application, with more than one billion active subscribers worldwide and representing more than 60% of all social media users across the globe (Qualman, 2013). Nearly three quarters of all Facebook users log into their accounts no less than once a day to post, like, comment, and share stories, photos, and videos about not only their own life, but also friends, relatives, brands, products, and organizations (Qualman, 2013).

Being one of the major hallmarks of the 21st century, social media has increasingly transformed virtually every aspect of human life, from social interaction to school and business. In fact, social media has become one of the most influential forces today – it influences behaviors, choices, interests, and lifestyles (Al-Deen & Hendricks, 2012). This is particularly true for the younger generation, who now spend a great deal of their time on social media (Qualman, 2013). This explains why organisations in various sectors and industries have capitalized on social media to engage and interact with consumers, gain insights into consumer behavior, build brands, market products and services, and carry out public relations (PR) activities (Qualman, 2013). In essence, social media has become an integral element of life in the 21st century. The increased popularity of social media particularly stems from the fact that it can readily be used by almost anyone (usability), it allows direct and instantaneous interaction and involvement (immediacy), and it allows users to reach an infinite number of fellow users simultaneously (Qualman, 2013).

Cosmetic surgery, which refers to a reformation that restructures facial or body parts to enhance physical appearance, is one of the arenas whose influence by social media has been significant (Vardanian et al., 2013). Earlier on, especially prior to the advent of social media, information relating to cosmetic surgery was mostly obtained from conventional sources such as consultations with doctors, articles, and television shows (Fergusson et al., 2014). Today, however, all that information can now be obtained via social media. Individuals interested in plastic surgery use social media to follow cosmetic surgeons, gather feedback from friends, get recommendations for the best cosmetic surgeon, network with individuals who have had cosmetic surgery, and view photos and videos of individuals with looks or features that resemble what they are looking for (Harris-Moore, 2014).

An integral feature of social media is that it facilitates online word of mouth, which consumers find more trustworthy compared to information obtained from organizations or marketers themselves (Qualman, 2013). In other words, a consumer is more likely to trust information from a fellow consumer who has had experience with the offering in question or is interested in acquiring it as well. With social media, word of mouth can easily be obtained since users now post virtually every aspect of their life on social media (Al-Deen & Hendricks, 2012). After a cosmetic operation, for instance, one is more likely to upload photos of their old and new looks on social media. Such posts usually attract hundreds and thousands of likes, comments, and shares, often portraying cosmetic surgery as a viable option for enhancing one’s physical appearance. It is, however, important to note that word of mouth may not always be accurate (Qualman, 2013).

Social media has been helpful for not only cosmetic patients, but also cosmetic surgeons. Cosmetic surgeons make use of social media to develop their customer base and reputation by providing information about the procedures they offer as well as before- and after-photos (Slevec & Tiggemann, 2010). In their study, whose participants were members of the American Society of Plastic Surgeons, 49% of the participants indicated that social media provides an important platform for patient education (Vardanian et al., 2013). Though the study may not be readily generalizable, it provides evidence that social media has had significant implications for cosmetic surgery practice. Furthermore, in a recent poll conducted by the American Academy of Facial and Reconstructive Surgery (AAFPRS), 31% of the surgeons included in the poll indicated that patients cited social media as a factor that influenced their decision to undergo cosmetic surgery (American Society of Plastic Surgeons, 2012). This adds evidence to the growing role of social media on cosmetic surgery decisions.

Essentially, social media has provided a platform for both cosmetic surgeons and those interested in enhancing their physical appearance to share and gather information. Scrolling through Facebook, for instance, one is likely to come across photos that constantly remind one how they can look better by changing the shape of their noses, eliminating wrinkles and curves on their face, flattening their tummies, trimming or enlarging their breasts, and so on. Such information may persuade those interested in enhancing their physical appearance to undertake cosmetic surgery and even those who have never thought about it to contemplate it (Slevec & Tiggemann, 2010; Slevec & Tiggemann, 2010; Park & Cho, C 2011). This is particularly true for the younger generation, especially females, who are significantly concerned about impressions, beauty, looks, and physical appearance (Harris-Moore, 2014). While social media has become an important source of information for cosmetic procedures, some commentators warn that care should be taken to ensure that information is obtained from a reliable source (Harris-Moore, 2014). In fact, a one-on-one consultation with a certified cosmetic surgeon provides the most accurate and reliable information.

So how exactly has social media, particularly Facebook, influenced the cosmetic surgery market? It is first important to note that little scholarly attention has been paid to this area as a great deal of focus has been on the influence of social media on marketing aspects such as consumer engagement, consumer behavior, customer relationship management, and brand building. Nevertheless, a number of theoretical frameworks provide valuable insights about how social media can influence cosmetic surgery decisions. These frameworks particularly include the social judgment theory, the theory of reasoned action, and the elaboration likelihood model. These theories provide an understanding of the persuasive power of social media.

The social judgment theory (SJT), which explains how attitudes are articulated, evaluated, and changed, asserts that humans have a tendency of evaluating ideas or messages by comparing them with their own or other people’s current attitudes (Sherif & Hovland, 1961). In other words, an individual compares their personal position on issues with the positions of those around them or what is generally acceptable or unacceptable. The evaluation determines whether the idea should be accepted or rejected. Acceptance implies that the individual views the idea as reasonable or considerable, while rejection means the idea is viewed as unreasonable or objectionable. Nonetheless, an idea may be perceived as neither acceptable nor objectionable. This results in what is referred to as noncommitment. In essence, upon evaluating an idea based on one’s and others’ positions, an individual may place the idea on the latitude of acceptance, latitude of rejection, or the latitude of noncommitment (Sherif & Hovland, 1961).

The SJT provides an understanding of an individual’s internal processes or judgments upon the receipt of a communicated message. This is particularly true for persuasive communication, whose fundamental objective is to facilitate attitude change (Dohetry, 1996). In other words, persuasive communication is primarily intended to change people’s attitudes towards certain phenomena. From conventional media such as television to contemporary media such as social media, messages relating to cosmetic procedures are commonplace (Harris-Moore, 2014). These messages have increasingly influenced attitudes towards cosmetic practices, with the practices now being viewed as quite acceptable and fashionable. From the perspective of SJT, it can be argued that individuals evaluate the acceptability or rejectability of cosmetic surgery by weighing the practice against their own views about it as well as the views of other people around them, especially those who have undergone the surgery. While the SJT provides an understanding of human judgment, it is important to note that persuasion is not always easy to achieve – at times persuasive messages may not yield significant changes in attitude (Dohetry, 1996).

The theory of reasoned action (TRA) also provides an understanding of how persuasion occurs. The theory explains how voluntary human behavior is predicted by preexisting attitudes as well as behavioral intentions. According to the theory, actual behavior is preceded by the intention to behave in a certain manner (Ajzen & Fishbein, 1975). In essence, an individual’s decision to behave in a certain manner (behavioral intention) is influenced by the specific outcome expected as a result of performing the behavior. For instance, the expectation that cosmetic surgery will result in a better physical appearance may persuade an individual to undergo the surgery. Behavioral intentions emanate from attitudes as well as subjective norms (Ajzen & Fishbein, 1975). Attitude basically denotes an individual’s opinion about a certain behavior, while subjective norms refer to the perceived social pressure to perform a certain behavior. This implies that an individual may be persuaded to perform a certain behavior by: reinforcing attitudes or normative beliefs that support the persuasive goal; weakening attitudes or normative beliefs that oppose the persuasive goal; and creating attitudes or normative beliefs that support the persuasive goal (Terry et al., 1993).

Individuals may have positive or negative attitudes towards cosmetic surgery. From the perspective of TRA, these attitudes may create the intention to or not undergo cosmetic surgery. In addition, the pressure to look better has become immense. Though there is the belief that confidence and self-esteem are all about accepting and embracing who one is or how they look, people are often influenced by what others think of them (Harris-Moore, 2014). It may actually be argued that beauty and looks have become important for happiness and success in today’s world. This is particularly true in the social media era, where photos and descriptions of the ideal look are constantly uploaded on social media. With such norms, one may easily be persuaded to undergo cosmetic surgery. Though TRA furthers the understanding of human behavior, it fails to precisely explain the reason for the behavior. Additionally, the theory may not work when the behavior in question exceeds an individual’s volitional control (Terry et al., 1993). Furthermore, behavior may be predicted by other factors other than attitudes and subjective norms. In an organizational setting, for instance, behavior may be influenced by organizational structure and culture. It is, however, argued that such factors influence behavior by indirectly influencing attitude and/or subjective norms (Ajzen & Fishbein, 1975).

Another theory that explains the power of persuasion is the Elaboration likelihood model (ELM). According to the theory, individuals are persuaded to change their attitude in two ways: the central route and the peripheral route (Petty & Cacioppo, 1986). In the central route, persuasion often emanates from an individual’s careful, thoughtful, conscious, and logical consideration of the actual merits associated with the information presented to them. Essentially, the individual keenly elaborates the message received. In the peripheral route on the other hand, persuasion emanates from surface characteristics such as impressions, attraction to the source of the message, and mood, as opposed to logical thinking. Essentially, the individual is persuaded by the negative or positive cues associated with the stimulus. The route an individual takes is often a function of motivation (the urge to process the message received) and the ability to undertake critical evaluation (Petty & Cacioppo, 1986).

The relevance of the ELM in explaining the relationship between social media and cosmetic surgery decisions is undoubtedly evident. As mentioned earlier, social media now provides all manner of information relating to cosmetic procedures. Individuals may process such information differently. On one hand, some individuals, particularly those with a more personal or intimate interest in the practice, will carefully carry out further research to learn the actual merits or demerits of cosmetic surgery. Some individuals, however, are less likely to think about the information logically and consciously, as they would be more concerned about trends. While ELM provides an understanding of persuasion and behavior, some limitations cannot go unmentioned. For instance, the model ignores the fact that the choice of the central or peripheral route may be influenced by the nature of information. In other words, an individual may switch between the two routes depending on the type of information received. For instance, while an individual may use the central route for information relating to smoking, they may use the peripheral route for information relating to abortion. Ignorance of the quantitative dimension of information is also major shortcoming of the model – focus is mainly on the qualitative dimension (O’Shaughnessy & O’Shaughnessy, 2004).

Research has neglected not only the influence of social media on cosmetic surgery, but also non-Western contexts, where cosmetic surgery practices have increasingly become commonplace - much of the focus has been on Western contexts. In South Korea, for instance, advertisements for various cosmetic procedures are not uncommon in taxis, underground stations, and the mass media, an implication that the industry is booming. In fact, with 250,000 cosmetic surgeries reported in 2011, South Korea was ranked seventh globally with respect to the number of surgical procedures performed by certified cosmetic surgeons (Elfving-Hwang, 2013). The number could even be higher given that a considerable number of cosmetic procedures go unrecorded, especially those performed by unaccredited practitioners. All the same, South Korea tops the list in terms of cosmetic procedures per capita, ahead of countries such as the US and Brazil (Elfving-Hwang, 2013).

Overall, though a number of studies and reports have suggested that social media is increasingly influencing cosmetic surgery decisions, this topic remains largely under-researched. This is particularly true for non-Western contexts such as South Korea, which have a booming cosmetic surgery market. Additionally, little attention has been paid to the influence of social media on cosmetic surgery decisions in teenage girls. More scholarly attention is, therefore, needed in this area. Theories such as SJT, TRA, and ELM provide an understanding of how information can persuade individuals to change attitudes. Given that social media has become a crucial source of information in today’s world, especially amongst the younger generation, it is imperative to more clearly understand whether social media can persuade them to undergo cosmetic surgery.

References

· Ajzen, I & Fishbein, M 1975, Belief, attitude, intention, and behavior: an introduction to theory and research, Addison –Wesley, Reading.

· Al-Deen, H & Hendricks, J 2012, Social media: usage and impact, Lexington Books, Lanham.

· American Society of Plastic Surgeons 2012, 2012 Plastic Surgery Procedural Statistics [online] Available at: http://www.plasticsurgery.org/news/plastic-surgery- statistics/2012-plastic-surgery-statistics.html [accessed 23 March 2016)

· Dohetry, M (Ed.) 1996, Social judgment theory, volume 2, Psychology Press, New York.

· Elfving-Hwang, J 2013, ‘Cosmetic surgery and embodying the moral self in South Korea popular makeover culture’, The Asia-Pacific Journal, 11(24): 1-17.

· Fergusson, C, Munoz, M, Garza, A & Galindo, M 2014, ‘Concurrent and prospective analyses of peer, television and social media influences on body dissatisfaction, eating disorder symptoms and life satisfaction in adolescent girls’, Journal of Youth and Adolescence, 43(1): 1-14.

· Harris-Moore, D 2014, Media and the rhetoric of body perfection: cosmetic surgery, weight loss and beauty in popular culture, Ashgate Publishing, UK.

· O’Shaughnessy, J & O’Shaughnessy, N 2004, Persuasion in advertising, Routledge, New York.

· Park, J & Cho, C 2011, ‘Factors explaining college students’ intention to receive cosmetic surgery in the future: a structural equation modeling approach’, Journal of Medical Marketing’, 11(2): 127-143.

· Petty, R & Cacioppo, J 1986, The elaboration likelihood model of persuasion, Academic Press, New York.

· Qualman, E 2013, Socialnomics: how social media transforms the way we live and do business, 2nd edition, John Wiley & Sons, Hoboken.

· Sherif, M & Hovland, C 1961, Social judgment. Assimilation and contrast effects in communication and attitude change, Yale University Press, New Haven.

· Slevec, J & Tiggemann, M 2010, ‘Attitudes towards cosmetic surgery in middle-aged women: body image, aging, anxiety, and the media’, Psychology of Women Quarterly, 34: 65-74.

· Terry, D, Gallos, C & McCamish, M (Eds.) 1993, The theory of reasoned action: its application to Aids-preventive behavior, Psychology Press, New York.

· Vardanian, A, Kusnezov, N, Im, D, Lee, J & Jarrahy, R 2013, ‘Social media use and impact on plastic surgery practice’, Plastic and Reconstructive Surgery, 131(5): 1184-1193.

Methodology

This study entails both quantitative and qualitative analysis approaches. Quantitative analysis was applicable in determining the number of teenage cosmetic surgery cases in Korea. The same analysis was used in dissecting the population of teenagers who use Facebook as a social platform in Korea. Quantitative analysis covers any numerical study. The approach intends to answer the question ‘how many’ or ‘how much’ (acaps , 2012).

On the other hand, Qualitative analysis was used in determining the impact and nature of the problem in question. Notably, qualitative analysis is meant to answer the question ‘how’ or ‘why’ (acaps , 2012, p. 3).

Justification

Since social media made its way into the modern society, cases of cosmetic surgery, or rather plastic surgery have increased remarkably. The fact that social media allows people to display their beauty to the world makes teenage girls in Korea opt for cosmetic surgery as a way of improving their looks. Arguably, the ‘Selfie’ mania has remarkably influenced young ladies to undergo cosmetic surgery since they hold the perception that they are not beautiful enough (Pitcher, 2015, pp. 1-2). In this study, taking selfies was considered a vital factor since it is young people who are more into that practice. Furthermore, cosmetic surgeons have confirmed that selfies influence heavily the decision of undergoing cosmetic surgery among teenagers.

Qualitative analysis of this study is justified from the perspective of how deeply connected the teenage girls of Korea are to social media, particularly Facebook. Taking of personal pictures and later posting them on Facebook is one of the trends that have heavily dominated the youth. Matters of self-esteem arise when young ladies post their pictures on Facebook and later realize that they are not good looking (Pitcher, 2015). Consequently, they end up seeking cosmetic surgery to uplift their appearance. Looking at this issue critically, it was realized that the main point is on the qualitative front. Additionally, the penetration of social media in Korea also justifies the qualitative analysis approach of this study. In the process of gathering information, one of the factors that were considered is how widespread the use of Internet is in Korea and what the residents of the same country thought about social media influence among young girls. The opinion of people on whether Facebook contributes to increment of cosmetic surgery cases in Korea or not was considered very important in drawing the final conclusion of this study.

The quantitative approach was considered equally important in this study. Considering that the study only touched on a particular section of the population (teenage girls), numerals in that regard were accounted for. It was necessary to get a clear picture of the number of people in Korea who use Internet, and social media for that matter. It was also necessary to analyze the number of individuals that undergo cosmetic surgery in Korea, at least from a recent study. The number of those who undergo cosmetic surgery in South Korea alone is large enough. Based on a research done in 2014, it was confirmed that the number of those who underwent cosmetic surgery in the same year stood at 980,313 (Tylor, 2015, pp. 1-2). The largest percentage of the above-mentioned number represents the youth. Arguably, most cosmetic surgeries conducted across the globe involve young people, particularly teenagers.

Data Collection

Both primary and secondary methods of collecting data were used in this study. The aim of employing both methods of data collection is to ensure that enough information was sourced to allow for a conclusive study. The following are the key primary and secondary methods of data collection that were used:

· Interviews

Individual and group interviews were used in the process of sourcing information with regard to the study. This was the main primary method of data collection that was used. Major considerations were taken into account in the process of interviews.

First, all questions that were directed to our subjects were valid and totally in context with the subject. Validity and context of questions in any interview is an important factor in determining how accurate the final results will be. However validity and technicality of questions must tally so as to make the process of obtaining answers easy (acaps , 2012, p. 6).

Integrity was given full attention in the process of interviewing all subjects. For an interview to be effective, integrity must be upheld (acaps , 2012, p. 6). All questions asked were guided by utmost integrity. In other words, none of the questions used during the interview carried any material that would be offending to the subjects. More to the point, all questions were put in a friendly and professional way so as to uphold integrity.

· Questionnaires

A set of questions was developed and later distributed to a defined population, particularly one that lies in the teen bracket. All questions in the list were non-biased and open ended. The essence of using open-ended questionnaire is to give room for added opinions rather than just a simple Yes or No.

· Internet Search

The Internet was heavily used in collecting secondary data to aid in this study. In this process, different literature materials were consulted and the respective information extracted. The key types of Internet files that were used in the study include peer-reviewed journals, article journals, and books. Reliable statistics from reliable sources were used in determining the impact of Facebook in persuading teenage girls to undergo cosmetic surgery. The same statistics were used in confirming how widespread the practice of cosmetic surgery is in Korea.

Sampling

Snowball sampling method was seen as the best way of collecting a sample that was used in this study. A unique approach was used, though. Considering how widespread cosmetic surgery is in Korea, a large sample was required.

In any study that touches on quantity, a large sample is always considered necessary. The importance of a large sample in a quantitative study is that the entire picture of the subject being studied is represented well (acaps , 2012, p. 5). The number of teen girls in Korea especially those who use Facebook is high. Equally, the number of teenage girls in Korea who have already undergone cosmetic surgery is high. In this regard, a large sample was required so as to represent the entire population of teenage girls in Korea well.

Snowball sampling entails referral among people with similar interests. The first person considered as a sample develops a chain of more others with similar interest. The main focus in snowball sampling is characteristics of the sample as well as the nature of the study. All referrals made in this form of sampling should be with regard to the aforementioned traits (BlERNACKl & WALDORF, 1981, p. 1). The reason behind using the snowball sampling approach is to get as many revenant respondents as possible. Logically, only a teenage girl who has undergone cosmetic surgery can give a referral to another girl with similar experience.

Recruitment Of Respondents

The same approach that was used in gathering the sample was the same that was used in recruiting respondents. The criterion used in this case was asking for referrals to subjects who had the experience of cosmetic surgery or simply a referral to a subject who bears an important opinion with regard to cosmetic surgery in Korea.

A major consideration in recruiting respondents was validity of the information they would provide and how useful their leads would be. All respondents in this study were subjected to a similar process of data collection. Interviews and questionnaires were the main primary methods of data collection. Each respondent was engaged in either a questionnaire or interview or both.

Research Design

A descriptive research design was used in this study. The subject in question seeks to unearth information on how Facebook has played its role in persuading young girls in Korea to undergo cosmetic surgery. As such, in-depth description is required in the process so as to justify the final results. The key benefit of using descriptive research design is that it offers as much information as possible while validating the main arguments. Moreover, a descriptive study is considered best in offering quantitative summary (Knupfer & McLellan, 2010, p. 1196).

In this study, major descriptions were needed to justify the main subject. There was need to describe ways in which Facebook contributes to cosmetic surgery. There was also the need to describe and justify why teenage girls are the most affected in terms of performing cosmetic surgery and not the older population. Above all, there was the need to meet the overall aim of the research by enhancing the key data collection methods. Descriptive design of research works towards the enhancement of data collection methods and also reducing complexity in research (Knupfer & McLellan, 2010, p. 1207). The descriptive approach enabled the researcher come up with a comprehensive report on how Facebook has lured the minds of teenage girls into embracing cosmetic surgery.

The procedure involved in this study revolved around all the data that was gathered primarily. The essential data with regard to the topic was gathered and then scrutinized critically. The scrutiny process involved total engagement with the respondents. A wide scope of Korea as a country was covered so as to offer a clear image of the subject matter. Upon gathering the important information, a description of the results was composed. This is where all the study answers were communicated in an in-depth manner. The ultimate description given was based on all the data collected previously and therefore completely justified.

Validity, Objectivity, and Reliability Of The Research Design

Validity of all the information provided in this study is justified by the snowball sampling method that was used. The snowball technique of gathering samples ensures that all the respondents know each other from a personal level. The locator (the person who starts the snowball) only contacts respondents who he/she knows well and this brings in the element of information validation (BlERNACKl & WALDORF, 1981). Additionally, all other materials used in composing this study are academically acceptable and therefore valid in dissecting the topic at hand.

The descriptive research design that was applied in this study involved interviews and questionnaires. This was considered a perfect way of validating the ultimate outcome of the study. Notably, during data primary data collection stage, one of the criterions that must be observed is content validity. Full attention must be given to research construction and content validity so as to fuel best results in the end (Knupfer & McLellan, 2010, p. 1198).

The objectivity of the research design used in this case is rather clear. Considering the sampling method that was used in acquiring primary data, it comes out clearly that there was no any form of biasness or impartiality. The snowball sampling methods tends to focus on a chain of subjects who have in some way been involved in something common. The study entails Facebook and how it influences teenage girls in performing cosmetic surgery and therefore snowball sampling is objectively based in a chain of subjects with the said interest.

Descriptive research design is very reliable in the sense that it aims at justifying everything with as much information as possible. The primary role of descriptive research design is to offer a perfect flow of data analysis and eventually lead to a conclusive end (Knupfer & McLellan, 2010, p. 1210). All information gathered in this study is factual and therefore with the capacity to clearly justify all claims in the subject matter. All variables in the study are perfectly identified. Similarly, the hypothetical construct in the study is well identified, thanks to the descriptive research design.

References acaps . (2012). Qualitative and Quantitative Research Techniques For Humanitarian Needs Assessment. An Introductory Brief , 1-14. BlERNACKl, P., & WALDORF, D. (1981). Snowball Sampling. Problems and Techniques of Chain Referral Sampling , 1-12. Knupfer, N. N., & McLellan, H. (2010). Descriptive Research methodologies. 4.1 , 4.1, 1196-1212. Pitcher, A. (2015). Social Media Spikes Demand For Plastic Surgery. PS Medical Marketing Group , 1-2. Tylor, R. (2015). Global Statistics On Cosmetic Surgery . The International Soceity Of Aesthetic Plastic Surgery , 1-2.