Fake Beauty Standards: Snapchat Usage Among Pakistani Women

1.Areeba Naz  2.Nusrat Azeema

Abstract

Technology has become a very significant part of our lives. This research examines the photo-based activity of Snapchat lenses and its negative impacts on Pakistani women, as its adaptation has been remarkably growing for the past few years. Through the Uses and Gratification theory, which discusses how people use media to satisfy their needs, this study analyzes and pinpoints how people use Snapchat Lenses to satisfy their need for beauty. Using a quantitative online survey, we gathered 435 responses from active Snapchat users through snowball sampling. The majority of Snapchat active users in this study concluded that women use lenses to gratify their needs, Personal identity, Quick Beautification, Instant communication through sharing Snaps, and Effortless instant beauty Lenses. It has also been found that this app also causes a self[1]dissatisfying effect on them. 88.51% of respondents lie between the age of more than 18 years. Still, less than 25 years, 70.57% of respondents were from the undergraduate level, 4.37% of users use Snapchat for video calling purposes specifically, and 41.61% have been using Snapchat for more than three years. Still, in less than four years, 31.49% of Snapchat users seem prettier than other social media platform users, and 87.39% strongly agreed that, yes, these beautification filters are causing such negativity in women towards themselves.