Social media literacy can help shift attitudes toward the 'tanned ideal' and lower skin cancer risk, according to new research from the University of South Australia.
The study examined how social media influences perceptions of tanning. It found that individuals with stronger critical evaluation skills for social media content were far less likely to idealize tanned skin.
Participants with high media literacy resisted comparing themselves to tanned ideals, while those with lower literacy were more susceptible.
"The desire for a tan is deeply ingrained in Australian culture," says lead researcher Dr. John Mingoia from the University of South Australia. "Despite clear evidence linking tanning to skin cancer, many still pursue a 'healthy golden glow' through unsafe practices."
"Social platforms like Instagram, Facebook, Snapchat, and YouTube expose users to manipulated images from advertisers, influencers, bloggers, and friends that reinforce tanned attractiveness."
"We're targeting everyday organic content to empower young adults to recognize how social media shapes their knowledge, attitudes, and behaviors."
"Integrating media literacy into established sun-safety campaigns will help users manage media influences and minimize harmful self-comparisons."
Skin cancer is the world's most common cancer, with 2-3 million non-melanoma cases and 132,000 melanoma cases annually.
The study involved 151 young Australian adults (61 men, 90 women, aged 18-29), primarily Fitzpatrick Skin Type III (45%—prone to freckling, occasional burning, and tanning). Media literacy was measured via a modified Media Attitudes Questionnaire (MAQ), a Likert-scale tool.
Participants averaged 173 minutes (nearly three hours) daily on social media: Facebook (96.7%), YouTube (84.8%), Instagram (69.5%), and Snapchat (69.5%).
Dr. Mingoia notes that social media poses unique barriers to safe sun practices.
"Equipping people to understand post construction, manipulation, and psychological influence fosters skepticism and awareness," he says.
"With over 90% of young adults active on social media, it's a critical front in preventing skin cancer."
