Gender differences in gaze patterns to Instagram influencer body parts: predicted by subjective body image perception and negative affect.

INTRODUCTION

This study examined gender differences in visual attention to Instagram sports and health influencer body images and explored how subjective body image perception (BIP) and negative affect predict gaze patterns.

METHODS

Sixty healthy Korean adults (30 males, 30 females) with a normal-range BMI (18.5-22.9 kg/m²) viewed 15 photographs of same-sex Korean social media influencers for 20 seconds each (300 seconds total) while eye movements were recorded using a Tobii Pro Fusion eye tracker (120 Hz). Nine body areas of interest (AOIs) were defined: face, chest, arm, abdomen, hip, thigh, shin, calf, and trunk back.

RESULTS

A significant Gender × AOI interaction was found for both fixation duration and fixation frequency (both p < .001). Males showed greater fixation on the chest and arm, whereas females fixated more on the face and hip. BIP variables showed significant gender main effects but no significant change following exposure. Negative affect (PANAS-N) decreased significantly after influencer exposure (p < .05), particularly for upset, irritable, and distressed items. After false discovery rate (FDR) correction, BIP discrepancy was negatively correlated with chest fixation in males (r = -.563), whereas pre-exposure upset (PANAS2) positively predicted fixation on the chest and trunk back in females (r = .524-.535). Regression analyses confirmed these gender-specific pathways.

DISCUSSION AND

CONCLUSION

These exploratory findings suggest that gaze patterns toward influencer body parts differ by gender, with body image cognition more prominent in males and affective state more prominent in females. Future confirmatory research incorporating direct measures of body surveillance, social media use, and muscularity drive is needed to validate these patterns.