Assignment 1: From research question to operationalization

by Victoria Nguyen (13023055), Catherine Tang (13018183), and Rowan Yang (13034235)

Lecturer: Jack Daniel Cairns

University of Amsterdam

Communication Science

Course: Research Workshop: Survey

Tutorial group: 14

Assignment: 1

Date: January 7, 2021

Word counts:
Research question
To what extent do social media celebrities and influencers have an impact on Asian people’s female
beauty standards?

Variable: beauty standard; social media celebrities and influencers

Unit of analysis: Asian adolescents, school-age

Operationalization 
1. Female Asian beauty standard

Definition:
The beauty standard refers to both physical beauty and inner beauty. Physical beauty means being
attractive according to the dominantly accepted beauty ideals of face and body that are presented in the
Asian culture.
    In Asian culture, female physical beauty ideals mostly include: double eyelid, high nose bridge, oval
face or V-line, slim and slender body figure, medium chest and hip, fair skin, 
 Inner beauty is simply a person’s good personality. For example, kindness, compassion, courage, or
thoughtful

Indicators: body attractiveness-slim/thin/shapely/bonny/skin color/

      facial attractiveness: big eyes/high nose bridge/full lips/pointed chin/long eyelashes
      Inner beauty: good personalities. (kindness, intelligence, humble...)

2. Social media celebrity 

Definition: 
Social media celebrities and influencers refers to people who are famous on social media networks. This
includes models, actor/actress, singers/rappers, sport players, fitness trainers, photographers etc.,
Normally, people with more than one-hundred thousand followers or those being granted an “official
checkmark” by the network authority are considered social media celebrities or influencers
Survey
Introduction: 
Dear ones, thank you for participating in our survey about beauty standards and social media celebrities
and influencers. It takes 5 - 10 minutes to complete this survey. We guarantee anonymity and
confidentiality. You have the right to withdraw from the survey and the right to obtain knowledge of this
survey’s result. Please check the box below if you voluntarily agree to participate in the survey. 
a. Yes 
b. No 

Thank you for your support and understanding.

Block 1: 
In this section, please answer the statement that applied to your personal beauty standard
Answer the statement that applied to you (yes/ somewhat yes/ maybe/ somewhat no/ no)

1. I am currently confident with my physical appearance 

2. I think any skin color and skin tone, other than pale skin, is beautiful.
3. Women with double eyelid are more attractive than women with mono lid 
4. Women of small and medium-size are more beautiful than women of larger size
5. A woman’s intelligence, confidence, and grace can (gradually) change my perception of her
physical beauty
6. Overall, do you think physical beauty is more practically important than inner beauty? 

Block 2:
1. Do you use any social media? 
A. Yes
B. No 
    If yes, please be specific….

2. Which categories do you follow the most? Please choose the top 3 that applied 
 Fashion
  Beauty 
 Food
 Design/ Architecture/ Interior
 Travel 
 Fitness
 Sport 
 Nature
 Inspiration 
 Health 
 Party  
 Art 
 Music 
 Photography 

3. How many hours/ day do you spend on social media 

A. Less than 1
B. 1 -3 
C. 4-6
D. More than 6

4. Do you feel that media celebs promote an attainable body image for women?
A. Yes
B. Somewhat yes
C. Maybe 
D. Somewhat no 
E. No 

5. After looking at picture of skinny and slender celebs on social media, i'm still confident about myself
A. Yes 
B. Somewhat yes
C. Maybe
D. Somewhat no 
E. No 
6. Have you ever seen a social media Asian celebs doing a beauty trend ( e.g. lipstick put on the collar
bone, etc.,) (filter question)
A. Yes
B. No 
If yes, answer this question:  Do you feel like Asian beauty trend on social media fits different beauty 

(photo for reference only)

7. Have you ever seen social media Asian celebs doing plastic surgery to follow a (temporary) beauty
standard (e.g. V-line, full lip, double eyelid etc.,)? 
A. Yes
B. No 
If yes: Do you find that celeb more attractive after the plastic surgery? (yes/somewhat
yes/maybe/somewhat no/no)

8. Have you ever used face filters that celebs use on social media? (NOTE: face filter is characterised
with facial adjustment that make self-captured pictures more flawless)
A. Yes
B. Somewhat yes
C. Maybe
D. Somewhat no 
E. No 

9. Do you feel the pressure of achieving looks like social media celebs
 A. Yes
B. Somewhat yes
C. Maybe
D. Somewhat no
E. No 

10. Do you follow social media celebrity and influencer whose appearance malformed or has been altered
dramatically (e.g., amputations, burns) 
A. Yes
B. No 

If yes (filter ques): what inspires you to follow him/her?

 Their incredible knowledge and life advices
 Their positivity, self-acceptance and self-love toward physical imperfections
 Their activities to support others and promote social goodwill (e.g. charity, volunteer etc.,)
 Their kindness and compassion
 Their incredible work, career 
 Their passion for something
 If others, please mention

11. Do you define a woman’s physical beauty differently than how it is portrayed in the media within
Asian countries? 
A. Yes
B. Somewhat yes
C. Maybe
D. Somewhat no
E. No 

Questions for demographic

1. What is your age?
A. 13 - 16
B. 16 - 18
C. 18 - 20
D. Older than 20
 1. Are you male or female?
A. Male
B. Female

2. Do you use any social media? (this is asked in 2nd block but we put it here as reminder)
A. Yes
B. No 
    If yes, please be specific….

3. I am currently confident with my physical appearance (this is asked in 1st block but we put it here
as reminder)

4. Women of small and medium-size are more beautiful than women of larger size (this is asked in
1st block but we put it here as reminder)

Description of population
Population: Female Asian adolescents and young adults

The research is set within the Asian culture because the researchers all come from Asia. Firstly, they
already have requisite knowledge of the topic. Secondly, it is more convenient to find respondents with an
Asian culture background. Furthermore, the research aims more at adolescents (13-17) and young adults
(18-20) because they are easier to be influenced by social media due to overall lower social experience
and education level.