How fitness content on social media affects men's self-esteem. Analysis

Idealized content about fitness and dietary supplements on social media negatively affects the self-esteem of young people, forcing them to negatively assess their physical fitness. How such a connection works is described in the Izvestia article.

Using social media: What science says

Social media has become an integral part of people's lives. Since their introduction in 1996, they have covered more than half of the world's population — 63.9%. At the same time, the number of users grew from 970 million in 2010 to 5.79 billion by April 2026.

According to statistics, the average social media user interacts with six to seven platforms and spends about 7 hours and 5 minutes per week on them. Despite the fact that thanks to social networks, a person can interact and communicate more freely with a large number of people, excessive use of them can have an impact on the psycho-emotional state.

Nowadays, social media is no longer just a means of communication. Scientists call the platforms a battlefield of emotions, fears, and public pressure. According to them, social media can play the role of "echo chambers" in which various belief systems flourish. Due to this, certain stereotypes are being reinforced in society.

Psychologist, psychotherapist, psychiatrist: a guide to specialists for the soul

How to figure out who to go to if "something is wrong"

The role of social media in the formation of self-esteem

The design of modern platforms is aimed at maximizing audience engagement. Algorithms select content that is guaranteed to attract attention, and encourage you to express approval through likes, comments, and reposts. Although receiving a positive reaction can cause a short-term feeling of happiness, this effect does not last long.

One of the reasons for this sensitivity to feedback is the evolutionary need for humans to understand their position in the group. According to sociometer theory, the feeling of acceptance by others directly increases self-esteem. However, those who use social media to seek permanent validation of their importance are more likely to experience low levels of well-being and addictive behaviors.

Viewing idealized content about other people's successes—buying houses, weddings, or career achievements—often causes users to feel powerless or lag behind others. This is due to the fact that people tend to show only the best moments of their lives online, which, with constant comparison, leads to a decrease in self-esteem.

How does social media content affect the perception of your body

A recent Australian study found out how viewing idealized content on social networks affects the level of satisfaction with your body. It was attended by more than 280 men aged 17 to 30 years. As part of the experiment, they watched videos with fitness tips, sports nutrition ads, or travel content for three minutes.

The results showed that the subjects who watched videos with idealized bodies and advertisements for supplements experienced increased dissatisfaction with their body shape and nutrition.

The brain is on pause: how gadgets shape digital autism in children

Gadgets in preschool age distort the formation of emotional intelligence

The study's lead author, an expert on body perception, Professor Ivanka Pritchard, emphasized that the problem lies not in the amount of time spent on social media, but in the systematic impact of images of hypermuscular bodies, advertisements for supplements and fitness content. According to her, this is increasingly being associated with muscle dysmorphia.

"We also found that workout tips sometimes have a stronger effect on the audience than direct advertising of supplements, because they make men feel like they need additional products just to meet the standards," Pritchard added.

The most pronounced effect was observed in young people who were initially prone to striving for excessive muscularity. Scientists called social comparison a key factor in the negative impact: participants who compared themselves with bloggers in the video were more likely to talk about dissatisfaction with their appearance.

"When you directly compare yourself to someone who is unrealistic or overly idealized, it can significantly affect your well-being," Dr. Beos emphasized.

Researchers are calling for increased media literacy among young people so that they can critically evaluate content that often oversimplifies the benefits of exercise and glosses over the risks of using stimulants. Psychologists emphasize the need for a responsible approach to creating materials on social networks so that "inspiration" does not turn into pressure and dangerous behavior.