Date of Award

6-10-2026

Thesis Type

PhD

Document Type

Thesis

Divisions

Faculty of Arts and Social Sciences

Department

Department of Media and Communication Studies

Institution

Universiti Malaya

Abstract

The surge in cosmetic surgery consideration among Chinese youth is a complex phenomenon increasingly linked to social media and selfie culture. While prior research has established a general link between media exposure and cosmetic surgery interest, the specific psychological mechanisms and the role of user demographics remain poorly understood. Grounded in social comparison theory and media literacy theory, this study proposes a conceptual model to investigate how media literacy, namely perceived realism, perceived similarity, and identification, influences cosmetic surgery consideration, both directly and indirectly through the mechanism of social comparison. Furthermore, the model examines the moderating effects of key demographic variables, including gender, age, and education level. A quantitative cross-sectional survey was conducted among young Chinese adults. The data were analyzed using structural equation modeling and moderation analysis. The results confirmed significant direct effects of all three perceptual factors on cosmetic surgery consideration. Crucially, social comparison was identified as a significant mediator, explaining the underlying psychological pathway from media perception to surgical intent. Regarding moderating effects, while gender was not a significant moderator, both age and education level were found to significantly moderate the relationships between perceived realism/identification and the outcome. Specifically, the effects were stronger among younger individuals and those with lower educational attainment. The findings offer a nuanced theoretical and practical understanding of media effects on youth behavior. Theoretically, this research advances the field by not only delineating a precise psychological model that integrates specific media perceptions with social comparison as a core mediator, but also by critically demonstrating that these effects are conditioned by audience demographics, thereby identifying more vulnerable subgroups. Practically, the study underscores the urgency of developing targeted media literacy interventions. By helping youth, particularly those who are younger and less educated, deconstruct the perceived realism of digital content and build resilience against upward social comparisons, these initiatives can mitigate the internalization of unrealistic beauty standards and reduce the associated pressure to consider cosmetic surgery.

Initial

khm

Additional Information

Thesis (PhD) – Faculty of Arts and Social Sciences, Universiti Malaya, 2026.

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