“Impact Of Media And Socio Cultural Factors On Body Image”

Prepared by:Gohar IqbalUsman Saleem SheikhKomal ShaikhKainat Yousuf

Purpose of the Research.

The aim of this research paper is to determine the media, socio culture factors , self esteem and religiosity affects on body image of Pakistani

consumers.

Definitions• Sociocultural:Relating to, or signifying the combi

nation or  interaction of social and cultural elements.

• Self Esteem: Respect for or a favorable opinion of oneself.

• Religiosity: The quality of being religious; piety.

• Perception: The act of perceiving by means of the senses or the mind.

Major Findings of the StudyMedia (Television, Magazines)Socio cultural factors (Parents, Peers

&Teachers)Self esteem and Religiosity have

affected the dependent variable i.e body image.

Magazines Television stronger InfluenceTeachers Peers(Father, Mother)

OverviewThe dramatic growth of media during last few years

has broadened the local population’s perception of body image in terms of size, shape, dressing habits,

style of living & purchasing behavior.

Thin models and actresses appear to be the standard in today’s media, ever-present on television, and in

magazines, movies, and Internet sites. Advertisements targeting young women feature thin and beautiful models in desirable circumstances in

order to sell clothing, accessories, and other products.

MethodologyInstrument:

QuestionnairePopulation & Sample size:

Sample size 225 Valid samples 193

Sampling technique: Quota sampling by allocating 225 samples to five areas of Karachi

which are:I. DefenceII. CliftonIII. PECHSIV. BahadarabadV. North Nazimabad

Normality: pre-requisite of Regression. Outliers Range for Outliers < 1%, leave them alone. Outliers of => 5% should be recoded to nearest

Upward & Downward Values.

Research Technique: Principle factor analysis with Varimax rotation Cronbach’s alpha for ascertaining the reliabilities Simple and Multiple regression techniques for

measuring relationship between dependent and independent variables

Conceptual FrameworkSocial Comparison TheoryHelps in understanding the impact of

media & socio cultural factors on body image.

Examine individuals behavior in response to peer groups & other social categories.

Originally applied on opinion & ability evaluation but now being used on social comparison effect on self esteem.

Conceptual FrameworkSocial Cultural Factors

Teachers Mothers Fathers Peers

Religiosity

Self Esteem

Body Image

Exposure To Media

Magazines

Television

Focal Point of StudyPeople compare themselves with others on

the basis of those dimensions that are similar to them.

Comparison could be:Upward DepressionDownward Elevation of mood

Among various resources mass media is considered as the strongest influencer on body image.

Hypothesis

Media & Body ImageThe level of exposure of Television and

Magazines has no influence on body image

Television stronger media influence now Diet ads and other related ads comprise 5% share in ad industry

Magazines Source of internalizing thin models. Females read magazines to keep updated related to fitness,

grooming and beauty products

Positive correlation between exposure to media and body dissatisfaction

Social Factors & Body ImageThere is no relationship between social factors(mother, father & peers) & body

imageParents

explicitly/implicitly tell not to deviate from ideal norms in society

Influence children on physical attributes &appearance

Teachers Role models therefore their opinion strongly

influence children’s perception of body image

Self Esteem & Body ImageThere is no relationship between self

esteem and body imageFavorable/unfavorable attitude towards self/ self

assessmentLow/negative self esteem Poor health &

Social problems(depression, anxiety, eating disorder)

Highly esteemed Good health, Positive social behavior, Success

Physical attractiveness plays significant role towards self esteem

Religiosity & Body Image

Religiosity has an effect on body imageRefers to level of commitment to a religious

groupPositive association between religious

involvement, physical health & moralityWomen with healthier body image are

closer to GodGirls with higher level of belief in God have

higher perception about their body image

ConclusionThe proposed model was found to be

relevant in understanding consumer attitude and behavior towards body image. It was found that media’s exposure has an effect on body image (body image dissatisfaction). However, a negative influence was found between peer’s feedback and body image dissatisfaction. No relationship was found between parent’s feedback and body image dissatisfaction.

Social Factors & Body Image: Significant relationship of the four factors Cash & Henry, father have stronger

influence According to this study mothers have a

stronger influence Teachers are a strong influencer and role

model for children

Self Esteem & Body Image: Findings are similar to earlier researches High Self Esteem as a buffer against Body

Image

Religiosity & Body Image: The impact of media on Body Image would

vary with the level of religiosity

Limitations

Study is limited to one city only and hence the findings could not be generalized as

being overall perception of Pakistan’s consumers.

Thank You !!!!