In the age of digital connectivity, social media has become an integral part of our daily lives. Platforms like Instagram, YouTube, LinkedIn, and Facebook serve as windows into the world of others, offering a blend of entertainment, news and social interaction. However, lurking beneath the surface of this digital landscape is a phenomenon that significantly shapes our online experiences: unconscious bias. This subtle yet powerful force influences how we perceive and respond to content, particularly when it comes to images of people and in particular, the what I consider to be unrealistic and unfair expectations placed on women to be made up in videos.
The Allure of Attractiveness: A Bias in Engagement
Have you ever noticed how certain images on social media garner more likes, comments, and shares? Often, these are pictures of individuals who fit conventional societal standards of what is widely accepted as ‘attractiveness’. This is no coincidence; it’s a reflection of our unconscious biases. Research indicates that people are naturally drawn to faces that are deemed attractive, associating them with positive traits like trustworthiness, intelligence, and kindness. This bias, often called the “halo effect,” means that attractive individuals receive more engagement simply because of their looks. And for us women – it’s far worse.
On social media, this bias manifests in tangible ways. Influencers and celebrities who align with societal beauty standards often amass large followings and enjoy higher engagement rates. This creates a feedback loop where attractive images are rewarded with visibility, reinforcing the preference for such content. For everyday users, this can translate to the unconscious exclusion or marginalization of those who do not meet these beauty norms, perpetuating a narrow definition of attractiveness. If you want a real life example of this, do you think that Kim Kardashian would have as many followers as she does if she showed up on social media everyday without wearing any make-up? Of course she wouldn’t!
The Makeup Mandate: Gendered Expectations on Social Media
For women, the pressure to conform to beauty standards is particularly and extremely unfairly pronounced. A significant aspect of this is the expectation to wear makeup, especially when creating video content. This societal pressure stems from deeply ingrained gender norms that equate a woman’s value with her physical appearance. On platforms like YouTube, Instagram, and TikTok especially, female creators often feel compelled to present themselves with a polished, made-up look to attract and retain viewers. It’s such an incredibly double edged sword because we want to be authentic and perceived as ‘real’, but at the same time we want to have an impact and a greater reach and thus the pressure to ensure we look our best in order to receive the views.
This expectation is not just a superficial concern; it has profound implications. Women who choose to appear on video without makeup frequently face negative comments, reduced engagement, and even harassment. And yep – I’ve been on the receiving end myself! The message is clear: to be taken seriously or to be considered appealing, women must adhere to these beauty standards. This bias is so pervasive that it shapes content creation strategies, with many women investing considerable time and resources into their appearance before hitting the record button. Just take a behind the scenes look at how ‘influencers’ shape their content. Watch “Fake Famous” – a fabulous documentary that looks at this in greater detail and is particularly insightful.
Challenging Unconscious Bias: Steps Towards Change
Addressing unconscious bias on social media requires a multifaceted approach. Here are a few steps that can help mitigate its impact:
- Awareness and Education: Understanding that these biases exist is the first step. By acknowledging our unconscious preferences, we can begin to question and challenge them. Maybe next time you’re watching a video, listen to the content instead of making a decision based purely on what the person looks like.
- Diverse Representation: Supporting and promoting a wide range of content creators who reflect diverse backgrounds and appearances can help break the cycle of conventional beauty standards.
- Positive Engagement: Consciously engaging with and supporting content that showcases natural looks or defies traditional beauty norms can shift the narrative.
- Platform Policies: Social media companies can play a crucial role by implementing policies that discourage harassment and promote inclusivity. Obviously outside of our control, but if we choose to engage with a wide variety of content producers and especially women not made up, then we can potentially shift the algorithms.
- Personal Reflection: Regularly reflecting on our own engagement patterns and making a deliberate effort to appreciate content for its quality and message rather than appearance alone can contribute to a more equitable online environment.
Conclusion
Unconscious bias in social media is a complex issue that affects how we perceive and interact with content, especially regarding physical appearance and gender norms. By becoming aware of these biases and actively working to counteract them, we can foster a more inclusive and supportive digital community. I’m particularly aware of this watching my husband (who has a YouTube channel of almost 20k subscribers). He does nothing at all to prepare for his videos. Me? I need at least an hour to choose an outfit, my hairstyle, make-up, jewellery – the pressure is definitely real. I encourage you though – the next time you scroll through your feed, take a moment to consider the underlying biases at play and make a conscious choice to engage with content that challenges rather than conforms to these outdated and rather unfair societal standards.