Interview

The researcher wanted to study the connection between online advertisements and self-esteem more in-depth. As a qualitative research technique, one-on-one interviewing has been chosen as the preferred method and as follow-up to the survey and focus group. Gill et.al. (2008) argued that interviews provide a deeper understanding of social phenomena than would be obtained from purely quantitative methods.

More specifically, I have personally interviewed Carina Martin (female, 22) regarding online advertising in order to find out what she thinks about their lack of diversity and if they affected her self-esteem. The researcher chose 5 adverts found on Instagram and Facebook (Figure 1, 2, 3) and showed them to the interviewee as examples.

Figure 1

Figure 2

Figure 3

Martin said she is exposed to these kinds of advertisements on a daily basis and when asked if she compares herself to the models in the ads, she answered: “Of course I do. I think you really have to be happy with your appearance in order to see the adverts and just ignore them completely” and that she strongly believes that these ads put pressure on her. Martin also mentioned that her self-esteem has “definitely” decreased because of extensive social media use. The interviewee said she “would love” to see more average-built bodies in ads and that the lack of diversity “certainly bothers” her.

The interview highlighted the role that advertisements play in one’s self-esteem and how important body diversity is.

 

References:

Gill, Stewart, Treasure, and Chadwick, (2008). Methods of data collection in qualitative research: interviews and focus groups. British Dental Journal, (204), pp.291 – 295.