YouTube makeup tutorials reinforce postfeminist beliefs through social comparison

Abstract

ABSTRACT Makeup tutorials are one of the most popular YouTube video genres among young females. Feminist media scholars have asserted that makeup videos are based on postfeminist culture. Postfeminism defines femininity as a bodily property and focuses on enhancing appearance through consumption. To quantitatively confirm the results of feminist media studies, the current study theorized a psychological mechanism through which viewing frequency of and interest in makeup tutorials influence postfeminist beliefs in young women, using three traditional media effects theories (cultivation theory, social cognitive theory, and social comparison theory). A two-wave longitudinal survey was conducted in South Korea, which is considered one of the big five cosmetics markets worldwide. A path analysis showed that both frequency and interest at Wave 1 (W1) indirectly influenced postfeminist beliefs at W2 through social comparison (social comparison theory) at W1. Interest at W1 also had an indirect effect on postfeminist beliefs at W2 through outcome expectations (social cognitive theory) at W1. Societal prevalence (cultivation theory) was positively associated with frequency of viewing, but did not serve as a mediator. The results suggest that YouTube makeup tutorials may reinforce postfeminist beliefs in young women, and social comparison theory best explains the process.