This theory was developed by Lev Vygotsky. It focuses on the idea that people (adults and peers) we grow up and interact with, and our societal cultures influence how we learn and develop. The information received from these interactions influences us on an individual level.
In this article, the authors referred to this theory to defend their thesis. I agree that it is a great theory to use because; media (advertising and social) is a powerful influence in the interaction and development process. “It has been argued that mass media is a key factor in the development of body image dissatisfaction (Morrison et al., 2004; Morrison, Morrison, & Hopkins, 2003). According to sociocultural theory, the more often an individual is exposed to mass media containing idealistic representations of the body, the less favorable an individual’s body image evaluations will become.
Social Comparison theory
This theory suggests that we compare ourselves with others to determine our own self-worth. The persons we compare with may be doing better than us or less than us. When we compare, its either to improve or self-motivate ourselves and to develop a positive self-image. However, this theory can also be detrimental because we can become very judgmental, hard on themselves, be negatively competitive and develop superior attitudes. Also, comparing ourselves produces dissatisfaction, guilt and remorse and causes us to engage in destructive behaviours like lying and disordered eating.