The Influence of Xiaohongshu on Appearance Anxiety Among Malaysian Youth

Chan, Yoong Xin (2024) The Influence of Xiaohongshu on Appearance Anxiety Among Malaysian Youth. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study examines the psychological effects of Xiaohongshu, a Chinese social media platform, on appearance anxiety among Malaysian Chinese youth aged 18–30. It focuses on how algorithmic recommendations reinforce beauty standards. A quantitative method was used, where structured questionnaires were distributed both online and in person. The survey explored users’ reasons for using the platform, their interaction with beauty, fashion, and fitness content, and their levels of appearance anxiety. Indicators of anxiety included social comparison and the internalization of idealized beauty norms. The data analyzed in SPSS showed clear links between Xiaohongshu usage and increased appearance anxiety. Female users were more affected, as they were highly vulnerable to repeated exposure to unattainable beauty standards promoted by the platform’s algorithms. Results from independent t-tests confirmed significant gender differences in anxiety levels. Pearson correlation analysis further demonstrated that frequent exposure to algorithmic recommendations predicted higher levels of anxiety related to appearance. These findings highlight the role of Xiaohongshu in promoting unrealistic beauty ideals, which contribute to negative mental health outcomes. The study contributes to the existing body of knowledge by presenting evidence that highlights the impact of Xiaohongshu on appearance anxiety. This evidence can guide public relations practitioners, social media influencers, and professionals in the beauty, fashion, and fitness industries to address appearance-related anxiety and advocate for healthier standards.