Article impact of media and socio cultural factors on body image
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Transcript of Article impact of media and socio cultural factors on body image
“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 !!!!