The Social Comparison Theory was proposed by social psychologist Leon Festinger in 1954. The theory focuses on how there is determination within individuals to increase in precise self-evaluations, and this is done through comparisons with images, and other individuals, predominantly portrayed in the media. People evaluate their own ideas, beliefs and capabilities by comparing themselves to others in order to lessen doubt in the areas in which they have insecurities. The theory states that when unbiased actions for self-evaluation are lacking, people compare themselves to others in order to evaluate how they themselves are in contrast. The outcome of continuously comparing themselves to idealistic images is that people make self and other evaluations across numerous areas, such as attraction, affluence, astuteness and achievement. The main postulation of the Social Comparison Theory is that individuals observe self-discrepancies when they are exposed to perfectionistic media images. Research discoveries report extensive negative self-evaluations, which support this assumption. Social comparison is the “manner of internalising information about one or more other individuals in relation to oneself” (Wood, 1996, p. 520). Almost everyone participates in social comparison (Gibbons & …show more content…
Research linked to the Social Comparison Theory proposes that contact with unrealistic media images reduces female viewers to threatening comparisons. The images depicted by the media are mostly idealistically attractive, deeming it unlikely for viewers to notice any discrepancies. This results in the viewer feeling inadequate, and not in line with the social standards of beauty that the media states are required, creating self-doubt and dissatisfaction in the individual’s appearance (Levine & Murner,