Consumption of surgical and non-surgical cosmetic procedures are increasing every year and are consumed by women to a far greater extent than by men. To bear the role of an influencer has also become increasingly common. When influencers post on their social media, they reach out to a large audience with the intention of  influencing their followers to consume the goods or services that they share. Since consumption of beauty procedures has increased in Sweden and continues to increase, we want to investigate whether influencers convey messages about consuming beauty procedures. The aim of the study is to analyze Swedish female influencer's opinions and arguments about the consumption of surgical and nonsurgical beauty procedures. To fulfill the aim of the study, the following questions will be answered: what opinions and arguments about the appearance and consumption of beauty procedures do influencers express? and What norms and values are visible in influencer's opinions and arguments? In total, 14 YouTube videos and 10 Swedish female influencers were examined. The women's ages range from 18 to 35 years old. The phenomenon was studied through netnography because influencers are very much active online and do sometimes share their opinions about beauty procedures online. The theories and concepts we analyze and interpret our empirical material with is Bauman’s (2008) theory of consumer society, Bordo’s (1993) view of feminism, western culture and the body and Cooley’s (1902) concept the looking-glass self. The findings showed that there were five values and norms that the influencers in our survey expressed, these were: believing the human being to be autonomous, women need to look a certain way to be accepted as beautiful, beauty procedures lead to happiness, the body should be subjected to examination, evaluation, modification and objectification, that beauty procedures should not be taken very seriously but instead accepted as an everyday practice.

Kroppens yttre utseende har varierande betydelser i människors liv, men alla har en uppfattning om hur de tänker och känner kring sin kropp. Vår kroppsuppfattning influeras oftast av yttre faktorer, inklusive sociala medier som presenterar innehåll som kan påverka vårt tankesätt. Under det senaste decenniet har Instagram blivit en integrerad del av vårt vardagliga liv och spelar en avgörande roll för att utveckla vår attityd och inställning till vårt utseende.  Uppsatsen syftar till att undersöka hur unga kvinnor i åldrarna 18-25 får upplever framställningen av skönhetsingrepp på Instagram, vidare ligger uppsatsen fokus på om respondenterna själva upplever att de vill, eller redan har genomgått ett skönhetsingrepp med Instagram som bidragande orsak. Med hjälp av kvalitativa fokusgrupper och en kvantitativ enkätundersökning har vi undersökt om kvinnorna själva upplever att Instagram är en bidragande orsak till att vilja förändra sitt eget utseende genom skönhetsingrepp.  Studiens syfte har uppnåtts med följande frågeställningar:  -  Hur upplever unga kvinnor framställningen av skönhetsingrepp på Instagram? -  Upplever respondenterna att framställningen av skönhetsingrepp på Instagram är  en bidragande faktor till att förändra sitt utseende med hjälp av estetiska ingrepp?  Resultatet har analyserats i enlighet utifrån teorierna ideologi i visuell kommunikation, parasociala interaktionsteorin, teorier om identitet och interpellationteorin samt utifrån tidigare forskning kring ämnet. Sammanfattningsvis visar resultatet av enkätundersökningen att majoriteten upplever att det finns ett rådande skönhetsideal på Instagram och att de känner sig pressade att se ut på ett visst sätt. Kvinnorna fick även ta ställning till huruvida framställningen av skönhetsingrepp på Instagram påverkar dem i den mån att de själva vill förändra sitt utseende och mer än hälften menar att dem är påverkade. / The external appearance of the body has varying meanings in people's lives, but everyone has an idea of how they think and feel about their body. Our body image is most often influenced by external factors, including social media that presents content that may affect our way of thinking. Over the past decade, Instagram has become an integral part of our daily lives and plays a crucial role in developing our attitudes towards our appearance.  The essay aims to investigate how young women aged 18-25 may experience the presence of beauty procedures on Instagram, furthermore, the essay focuses on whether the respondents themselves feel that they want to, or have already undergone a beauty procedure with Instagram as a contributing cause. With the help of qualitative focus groups and a quantitative survey, we have investigated whether the women themselves feel that Instagram is a contributing reason for wanting to change their appearance through beauty procedures.  The purpose of the study has been achieved with the following questions:  -  How do young women experience the portrayal of beauty procedures on Instagram? -  Do the respondents feel that the presentation of beauty procedures on Instagram is a contributing factor to changing their appearance with the help of aesthetic procedures?  The results have been analyzed by the theories ideology in visual communication, parasocial interaction theory, theories of identity, and interpellation theory and based on previous research on the subject. In summary, the results of the survey show that the majority feel that there is a prevailing beauty ideal on Instagram and that they feel pressured to look a certain way. The women also had to decide whether the presentation of beauty procedures on Instagram affects them to the extent that they want to change their appearance and more than half believe that they are affected.