KnE Social Sciences

Published date: Dec 08 2025

Journal Title: KnE Social Sciences

Issue title: The 8th International Conference on Social Sciences and Humanities (8th ICOSSH)

Pages: 109 - 123

DOI: 10.18502/kss.v10i30.20334

Haoyue WangFaculty of Arts and Social Science, University of Malaya

Mumtaz Aini Binti Alivimumtazaini_alivi@um.edu.myFaculty of Arts and Social Science, University of Malaya

This study examines how individuals’ media-related perceptions shape their consideration for cosmetic surgery, emphasizing the mediating role of social comparison in this relationship. Drawing on media literacy theory and social comparison theory, the research examines three perceptual dimensions: perceived realism, perceived similarity, and identification with media portrayals. Data were collected through a survey of Chinese young adults. Structural equation modelling (PLS-SEM) was employed to test the measurement and structural models. The results show that perceived realism, perceived similarity, and identification each exert significant direct effects on cosmetic surgery consideration, while also influencing it indirectly through social comparison. Among these, perceived realism demonstrated the strongest total effect. The results suggest that individuals who perceive media images as realistic, see themselves as similar to the portrayed figures, or strongly identify with them are more prone to engage in appearance-based comparisons, which in turn heighten their consideration of cosmetic surgery. By linking media literacy with social comparison processes, this study offers a novel perspective on the determinants of cosmetic surgery consideration in China. The results highlight the role of media perceptions as both direct triggers and indirect facilitators of appearance-related decision-making, offering insights for future research on media influence and youth wellbeing.

Keywords: aesthetic enhancement, digital media influence, beauty perception, self-image evaluation, structural modelling

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