When we talk about Generation Z, we are actually talking about a generation that has grown up with the internet, digital technology and social media. According to statistics, from 2018 to 2022, the number of active internet users of Generation Z in China surges from 213 million to 400 million. This is not just a numerical increase, it reveals a changing era and cultural shift.
- The double impact of digitalisation and body image
Generation Z, as digital natives, have a natural affinity for the Internet. Many of them spent their childhood and adolescence on apps such as Jitterbug, Snapchat, and Glory of Kings. However, when their lives are flooded with all kinds of information and comments from the Internet, body image issues begin to surface.
Figures show that 71.3 per cent of Generation Z like to use video apps, while 60.8 per cent prefer social networking apps. These figures could mean that they are more likely to be influenced by the ‘ideal’ body image conveyed in videos, or by the comments and criticisms of friends and online users on social media. Here, Generation Z is often compared to internet celebrities and internet standards, and may question their own image.
- Gen Z’s social media motivations
The 2020 data shows that browsing for interesting content is the number one reason Gen Z uses social media, at a whopping 70.3%. This means they are more susceptible to pop culture and online trends. And to kill time (58.7%) and to find people with similar interests (46.1%) are also the main reasons they use social media, further proving its centrality in their daily lives. This hints at their preference in content consumption and could also be a source of potential shock to their body image. Trends, beauty adverts, fitness challenges, etc., are likely to be their ‘guides’ to body image construction.
- Interaction between body image and social media
According to the findings of the “The Box” project, many Chinese women believe that their body image is affected by a variety of factors such as negative comments from the outside world, negativity from their families of origin, a strong sense of competition in the education system, a lack of sex education, and limitations on the type of work they can do.
Combined with the above data, it is easy to see that the popularity of social media and digitalisation may be exacerbating these issues. As body image standards are increasingly influenced by digital content, how Gen Z women can build a healthy, positive self-image in such an environment becomes a question worth exploring.
Generation Z is in an era where digitalisation and reality are intertwined. This has brought them countless opportunities, but also challenges.” The Box” project hopes to help Gen Z women find their true selves in this environment, away from the pressures and constraints of digitalisation, and become truly fashionable.