Ninth International Conference on The Image

Abstract

The advent of technology has posed some serious challenges to the perceived ideas and notions of consumers. From social media, Snapchat as an application has a growing rate of popularity amongst users, as it offers various features including electronic cartoonization and beauty enhancement filters changing the skin tone, eyes shapes and facial structures of images. These features have severely challenged the previously determined beauty concepts and standards of consumers and have posed questions on self-confidence regarding their facial characteristics. On this ground, drawing upon the theory of cognitive dissonance, the study aims at exploring impact of Snapchat usage on the beauty standards, ethical preferences and ideological bonds of Pakistani students. A sample of 200 university students using snap chat will be selected through purposive sampling and surveyed through a questionnaire developed on 5 points Likert scale.