The growing presence of social networks in the lives of adolescents poses new challenges for the development of their self-image. This master thesis examines the connection of the social network TikTok with the self-perception and self-esteem of adolescent girls. The research aimed to find out how adolescent girls sexualize their self-presentation on TikTok and how interactions and (self)sexualized posts influence adolescent girls' self-image. The research was based on a qualitative methodology, specifically on analyzing profiles, comments, and interviews. Using virtual ethnography, I analyzed 90 videos of three selected "TikTokers" and examined a sample of comments under the videos. The findings suggest that TikTok is one of the main factors influencing adolescent girls' self-image, as many users imitate idealized images and beauty ideals found on social media, leading to increased self-sexualisation. In addition, interviews revealed that frequent exposure to such content is associated with greater insecurity about body self-image and social comparison. The research emphasizes the need to educate young people about the critical use of social networks and contributes to understanding the complex dynamics between young people and social networks.
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