The Impact of Short Video Addiction on Self-identity: Mediating Roles of Self-esteem and Appearance Anxiety

BiD 52 (June 2024)
PDF (english)


Purpose: This study aims to evaluate the attributes of female self-identity, and investigate the correlation between addiction to short videos, self-esteem, objectification of female content, internalization of beauty ideals, and self-identity. The goal is to develop a psychological framework that enhances our comprehension of the self-identity of contemporary Chinese women. Methodology: This study employed an online survey with a convenience sampling approach to gather responses from 400 female short video users from four most popular Chinese social media platforms: Sina Weibo, Xiaohongshu, Douban and WeChat, the Chinese equivalents of Twitter, Instagram, Reddit and WhatsApp respectively. Results: The results suggest that (1) self-esteem played a significant role in mediating the relationship between short video addiction and self-identity; (2) the chain mediating effect of internalisation of beauty ideals and self-esteem was not statistically significant, and (3) the chain mediating effect of objectification of female content and self-esteem was statistically significant. Therefore, the greater the short video addiction, the lower self-esteem, the deeper the appearance anxiety, and thus the higher the likelihood that the individual would not identify with themselves. The results provide a theoretical foundation for gaining a deeper understanding of the factors that influence females’ self-identity. Simultaneously, it offers new ideas for enhancing women’s self-identity. In addition, previous studies on women’s appearance anxiety have given less attention to self-esteem and self-identity. This study, however, looks more extensively into both aspects, so broadening the investigation of the factors impacting women’s self-identity.
Runping Zhu
Department of Communication Beijing Normal University & Hong Kong Baptist University United International College, China
Huiting Yan
School of Journalism and Communication Lanzhou University, China
Zunbin Huo
Independent researcher

Temària's articles of the same author(s)

Zhu, Runping, Yan, Huiting, Huo, Zunbin

[ more information ]

llicencia CC BY-NC-ND Creative Commons licence (Attribution-Non-Commercial-No Derivative works). They may be consulted and distributed freely provided that the author and publisher are quoted (in accordance with the “Recommended citation” section in each of the articles). However, no derivative works (translation, change of format, etc.) may be made without the publisher’s permission. Therefore, it meets the definition of open access form the Budapest Open Access Initiative declaration. The journal allows the author(s) to hold the copyright without restrictions and to retain publishing rights without restrictions.