The High Cost of 'I Do': How Media Shapes Wedding Expectations
Imagine a young bride stepping into a luxurious bridal salon, gently rummaging through several glittering white dresses. Behind her, a team of experts help her find the perfect dress –a moment of gratifying indulgence that starts each episode of reality TV show Say Yes to the Dress. This euphoria of extravagance, while captivating, has become the blueprint for what many now expect from weddings: a picture-perfect affair where no detail is too extravagant, and no dream is impossible for the perfect day. As reality TV and the growth of social media increasingly showcase weddings as an achievable level of perfection, where anything can be reality, there is a growing societal perception of what “normal” wedding looks like. Through the influence of programs like Say Yes to the Dress and the rise of social media, society is subtly being conditioned to equate weddings with material success. This ultimately creates a pressure among youth to achieve a level of wealth that is now becoming the standard of happiness and success. Reality TV and Social Media has an undeniable influence on the perceptions of reality among wedding culture and youth.
The rise in material expenses from wedding culture can be seen directly through the increasing average costs of weddings. According to a bridal media research survey by Conde Nast Publications (an award-winning global media company that publishes magazines such as Vogue, The New Yorker, Vanity Fair), the average wedding cost climbed from $15,208 in 1990 to $27,852 in 2006 (Conde Nast). According to The Knot (a global technology company content, tools, and services for wedding planning), the average wedding cost in 2023 was $35,000, up from $28,000 in 2019 (The Knot). This represents a dramatic 25% increase in just four years..
It is clear that over the past two decades–from 2006, when Say Yes to the Dress first aired, to 2023–the average wedding cost has skyrocketed. The surge in wedding expenses is not only tied to inflation in the wedding industry but also to the heightened expectations set by media representations of weddings. Shows like Say Yes to the Dress glamorize the wedding shopping experience and reinforce an idea that weddings are not simply an event, it is a monumental milestone procured by financial and emotional investment. What is shown on screen can transcend to real life;young, impressionable viewers exposed to this “achievable” level of wealth and perfection begin to shape their own expectation of what a wedding should look like.
Reality TV and social media are not merely forms of entertainment for youth; they are powerful forces that mold worldviews, self-image, interpersonal relationships, and how they interact with the world.
It comes as no surprise that, according to Zola's First Look Report Data Deep Dive, 85.91% of couples made wedding choices based on something they saw on social media. This data indicates that the effects of social media and reality TV’s claws are not subjected to just youth and adolescents; they target everyone and everything. In both social media and reality TV, creators attempt to warp reality to showcase a more engaging vision–a vision that is highly edited and curated to maximize viewership.
Slowly but surely, reality TV is reshaping audiences’ perceptions of reality. Programs like Say Yes to the Dress and social media platforms the audience’s perception of wedding culture, expectations, and spending habits. The growing normalization of extravagance sets an unrealistic bar, pressuring viewers to equate financial excess with happiness and success. This pressure particularly impacts youth, who are still navigating their identities, economic stability, and emotional growth. Through platforms that glamorize ideal versions of life, showing that ultimate perfection is achievable, be it through the lens of extravagant weddings or flawless lifestyles, young viewers can internalize these standards and think that happiness comes from the achievement of these standards. This can raise an important question: If cherished memories can be bought with money, where can a memorable wedding be bought?
This shift in cultural narrative embarks a dangerous cycle, where the true essence of life’s happiest moments, such as weddings, can instead be overshadowed by a focus on social comparison. This can lead to a priority of the image of intimacy and a desire for spending over substance. It is more important than ever to encourage individuals to not lose sight of what truly matters: enjoying life’s significant moments free from the constraints of social media and reality TV-driven expectations.
