Media Influence On Female Body Image Media Essay

Media Influence On Female Body Image Media EssayIn the past decades, in that location has been an increase in the tutelage of pistillates and the carcass, this situation is exceedingly blamed on the media and its sudden focus on veerness. Many enquiryers has blamed the print, picture receiver and early(a) forms of the media for this propagation of thinness in the media, with fewer researches focusing on the network, products advertisement campaigns particularly either on websites, blogs and social media platforms much(prenominal) as Facebook.This research project examines the media trance on female organic structure view using qualitative method of doing research. It focuses mainly on meshing advertisements to investigate how the media, through net income advertisement in particular has settled females to rethink their bole orbit especially their shape, looks etc. This paper utilized critical discourse draw near to carry come start of the closet a textual analys is of some selected products advertisement campaigns in relations to beauty, proboscis shapes and appearance. The result found significant concepts and strategies applied in several advertisements to bewitch consumers, and how the constant bombardment of this adverts on the internet drives female to acquiring the ideal system as portrayed in these advertisements.It also found that advertisement shit belatedly gone beyond gaining consumers (females) attention, to developing interest and desire resulting in consumers taking actions, ground on how persuasive the advert get. Furthermore, the analysis revealed the power that the thin ambit (model) in media (advertisement) carries and how obsessed our culture is with thinness. Even though some females may be able to differentiate reality from fantasy, this research found that the media has vigorous negative influence on females consistence form based on how it is constructed.Word count total number of words=13,970TABLE OF CONTEN T committalACKNOWLEDGEMENT ..ABSTRACT .LIST OF ILLUSTRATIONS..1.0 CHAPTER ONE RESEARCH OVERVIEW1.1 INTRODUCTION..1.2 A drawing HISTORY OF tree trunk IMAGE..1.3 AIMS AND OBJECTIVES OF THE RESEARCH.2.0 CHAPTER TWO LITERATURE round off2.1 INTRODUCTION..2.2 BODY IMAGE..2.3 THE MASS MEDIA.2.4 MASS MEDIA BRIEF EVIDENCE.2.5 UNDERSTANDING THE MEDIA..2.6 MEDIA EFFECT possibility..2.7 USES AND GRATIFICATIONS THEORY2.8 BODY IMAGE AND SOCIAL THEORY2.9 THE ROLE OF SOCIO-CULTURAL THEORY ON BODY IMAGE2.1.0 ADVERTISING AND BODY IMAGE DISSATISFACTION2.1.1 RELATIONSHIPS BETWEEN BODY IMAGES AND MEDIA IMAGES2.1.2 PEER AND PHYSICAL APPEARACE AMONGST FEMALES..2.1.3 FEMALES TROUBLES2.1.4 FEMINIST PERSPECTIVE OF BODY IMAGE2.1.5 PSYCHOLOGIST PERSPECTIVE OF FEMALE BODY IMAGE.2.1.6 CHAPTER TWO SUMMARY3.0 CHAPTER THREE METHODOLOGY.3.1 INTRODUCTION3.2 RESEARCH METHOD.3.3 DATA COLLECTION AND sampling3.4 CRITICAL DISCOURSE ANALYSIS3.5 IMPLEMENTATION OF RESEARCH3.6 LIMITATIONS OF THE RESEARCH3.7 ETHICAL CONSIDE RATION.3.8 CHAPTER THREE SUMMARY..4.0 CHAPTER FOUR ANALYSIS AND DISCUSSION.4.1 INTRODUCTION4.2 post IN THE MEDIATED IMAGE..4.3 BEAUTY IN THE MEDIA.4.4 FEMALE BODY AND MEDIA MARKETING.4.5 THE FEMALE BODY AS COMMODITIES4.6 CHAPTER FOUR SUMMARY.5.0 CHAPTER FIVE goal AND RECOMMENDATION .5.1 CONCLUSION5.2 RECOMMENDEDATION.APPENDICESBIBLIOGRAPHY.CHAPTER ONE RESEARCH OVERVIEW1.0 INTRODUCTIONThe entrance of mass media (such as television, magazines, newspapers, and the internet also social networks such as Facebook, Twitter) as a means of communication has become part of human manners of life, as seen in the Western valet de chambre. The most common possession of these media saturation in the postmodernist era is the prevailing portrayal of societal beauty ideals to its audience (Tiggemann, 2006 2). The media producers uses this medium (such as internet) to sh be their works and ideas across the globe (Gauntlett, 20081).Recent research conducted by (Gauntlett, 2008), indicates that you ng females frequently make use of the media for different purposes (e.g. interaction with friends family, bleeding games and for academic reasons). The relationship mingled with the media and its audience is characterised by the role of user or participant than audience member. This ensure some level of interactivity (between the sender and the receiver) in the media, especially (on the internet) in new media platforms such as Facebook, yahoo messenger, Skype, blackberry messenger, whatsapp, and other inter prompt websites (Gauntlett 2008 2).A research by Bignell (2001) indicates that the new media produces and modifies the old media. For instance, the primary duty of media in the past was to disseminate breeding without getting feedbacks, but with the introduction of internet, the audience/viewers has the opportunity to give their feedbacks on advertised products and other related matters. fit in to (Gauntlett 2008), individuals in Western societies spend more time with televis ion than an average African person. They do so, observation advertisements, fashion shows, reality show etc., and they also read newspapers and gossip magazine and other forms of publication. Similarly, they surf internets, watch movies, play games and find it difficult to avoid the popular culture. This is achievable because the media producers have get alongd slipway of capturing the viewer attention and they understand the masses want (Laughey 200933).The evolutions of media have paved way for series of advertisement using print (such as newspapers and magazines), internet and television. Images of thin females are usually used to sale products, this is mostly done in the western sandwich world and it is viewed globally (Poorani 2012). This advertisement helps to re-shape the lives and corpse of the advertiser which is portrayed worldwide. On the other hand, this have a negative effect on the contemporary world as their women begins to feel inferior (Poorani 2012). Having ver balize that, it could be argued that the traditional way of showcasing beauty is no longer acceptable as many believes that the modernized ways are the acceptable way (Poorani 2012). Reasons universe that, the media advertise female in different ways and encourage them to attain certain hackneyed of beauty and proboscis shape in coiffure to be qualified and acceptable in the society.Therefore, the mass media act as arbitrating construction amongst persons and their body, through powerful messages that portray and interiorise physical stereotype of beauty as valued and acceptable especially through advertising (Calado, 2011). Advertising is referred to as the art of arresting the human news show by persuading them to acquire certain media products (Bardikian 2000). The use of advertisement dates back to 3000BC, where the Babylonians used store signs and street barkers to promote their wares and business (Zoubkov, et al. 2004). In Recent years, the mass media move on introduced advertisement into our daily lives and as advertising technique continue to grow classier each year it has created consumerism, by dramatic playing luxuries into need thereby creating ask where there was none before (Shah 2008).The sad trend of this constant bombardment of advertising and the consumerism is that it tends to portray that the natural appearance of females in the world have lost its value, and as such should be replaced by the artificial beauty which is aided by make ups (Robertson 20082).Zoubkove et al in his write up give tongue to For the majority of people, ikon to advertising is as normal as the breath of life, which is more or less like living near the road. Similarly, it constantly presents a visual monitor of how we should look, think, and live (Zoubkov, et al. 2004).Furthermore, it has been argued that media channels are constantly in the habit of propagating conflicting stories and ideas to the viewers (consumers) (Myers, et al. 1992). Females are made to believe that there is a certain and pass judgment ways of leaving in order to fit into the complex society, this views has disregarded consumers individual self-worth. As Sohn (2009) opined, the media have paid particular attention to thin females in recent years , reasons being that they capture the minds of the viewers and helps to market product easily.1.1 A BRIEF HISTORY OF BODY IMAGEThe understanding of modern sentiment of body images centres on a clear insight on the long and rich lineage of body image construct, the issues of body image dates back to everyplace 50 years, with different scholarly attempt to understand the idea of body image (Pruzinsky, et al. 2004, p.3). While Fisher et al. (1968 1970) reflected on the then pervasive psychodynamic view of body image, Franklin (1969) argued for the take in of multifaceted body image experience, placing emphasis on the use of scientific methods and the integration of theoretical developments, and applied body image conce pt to the study of physical disability. Furthermore, David (1989 1990) emphasizes on the role of the modern psychodynamic thought in the illumination of the functioning aspects of body image.In addition, a neurologist, Schilder (1935/1950) also argued persistently from a bio-psychosocial approach to body image, emphasizing the need for a neurological, psychological, and sociological insight examination into the multifaceted nature of body image, this coincides with Fishers recommendation for future research to be carried out on body image experience (Fisher, 1990 p.12). Furthermore, Thompsons prolific contributions differ in some respect in that its central focus reflects on the scientific and clinical interests in eating disorders and obesity. In addition, Jacksons (1992) work focuses on the physical appearance and gender. She further reviews the empirical and clinical literatures on body images concepts. Also, Pruzinsky, et al. 1990, 1995 1997 editions equally support this blo t in opening by contributing massively to the argument on Body Images (Pruzinsky, et al. 20046).Empirical evidence reveals that many scholars have conducted research on the said topic. Some argued that females are influenced by the media, peers/parent and the environment negatively while others oppose this detail. The question that persists to this effect is why are females easily influenced by the media? In an attempt to answer to this basic research question, this research paper examines how the media influences females in terms of their body shapes. To achieve this and to gain an in-depth understanding on the said topic, internet advertisements will be used as a case study, the goal is to critically analyse the discourses surrounding female images in advertisements.1.2 AIMS AND OBJECTIVES OF THE RESEARCHThe main beget of the research is to determine the social factors responsible for body image distortion amongst females. In this paper, the first section gives a brief overview of the research, stating the aims, the objectives and the motivation behind the research. The foster section critically evaluate the concept of the media and body image construction in females, the fourth section analyses how female images are structured in the media to influence body image creation amongst female viewers, through critical scrutiny of advertisement campaigns on body image advancement and how these images helps in the construction of female body image (femininity), finally, the last section of the paper draws from all chapters to form the concluding part.Key words media, advertising, body image, femininityCHAPTER TWO LITERATURE round off2.0 INTRODUCTIONThis chapter is geared towards reviewing literatures concerning body image, advertising, mass media, femininity, psychology. Body images, mass media, advertising are defined, and the link between media and females in terms of body concern and body construction are discussed, this is done with the aim of arriving at the aim and objective for the study. The construct of body image is used extensively throughout the study and then the first focus point of this discussion is body image, Also the link between the advertising as a type of media and female body image is described in order to examine and explain how advertising are constructed to influence female body image.2.1 BODY IMAGEFor centuries, scholars and researchers have defined body image from different perspectives, according to Fisher (1990), body image is the perception of ones body attractiveness, body size distortion, the perception of body boundaries and the perception of accuracy of body sensation. Cash Pruzinsky (1990), explain body image as the feeling of ones thought and perception about their body as well as age, race, function and sexuality, Schilder (1950) further added that body image is a blame of attitude and interaction with others, while Grogan (1999) sees body image as a picture of ones body originated from the mind.B ody image is multidimensional it is a symbol of a multifaceted construction of ideas that pertains to individual perceptions, attitude as well as associate behaviours (Stewart Williamson 2004). Psychologically, body image is seen as a salient factor of interpersonal development especially with females (Levine Smolak 2002). According to Grogan (1999) body dissatisfaction is developed when negative thoughts concerning body shape are nursed.They debated body image as being multidimensional, comprises of a cognitive and an emotional dimension. Cognitive body image consists of beliefs and self-statements about the body. Emotional body image consists of experiences of appearance, whether the experiences are comfortable or uncomfortable and if there is satisfaction or dissatisfaction with the body. Body image is a subjective experience it depends on how the individual interprets ones self (McCabe et al. 2002 cited in Sparhwak 20037).The first cognitive dimension of body image includes, b ody importance and dieting behaviour, and perceptual body image. This relates to thoughts and beliefs on body shape and the equalive dimension including personal feelings towards body appearance (Sparhwak 20037). The Second cognitive dimension is the body importance and dieting behaviour which can be described as behaviours associated with grooming and dieting. Finally, perceptual body image is described as the accuracy that an individual has when judging its shape, size and weight. Various research indicates that researchers have the same views on body image pointing to the fact that body image is multidimensional in construct but different when it comes to the dimensions (Sparhwak 20038).Body image is non stationary and open for amendment (Sparhwak 20038), according to Pruzinsky et al. (1990) constant watching of television influences an individual sense of judgement. Grogan (1999) after several studies concluded that body image is not only influenced by the media but by numerou s factors such as friends, family, teachers, peers and even the society. He further asserted that females that think negatively about their body are those with bad experience of body image, either from peers, family, friends, or society at large. In addition to what Grogan (1999) said, negative body image may lead to several health disorders including anorexia nervosa, and bulimia nervosa, anxiety, depression, lowered self-esteem, dysfunction.2.2 THE MASS MEDIAThe media is recently portrayed as a medium of cultivation, conveyance, or expression and is most willingly related to in associations of mass communication (Grant 2000). It is believed that Mass communication has a continuous influence on human either consciously or unconsciously. Some of the extensively identifiable forms of media includes print and electronic media such as television, magazines, newspapers, books, radio, scene games, CDs and tapes, as well as internet, billboards, posters, movies and videos (Grant 2000). P resently, there are lots of debates regarding body image in relations to its portrayal through the media especially in the twenty dollar bill first century. Several researchers have argued on the said topic, also it has been observed that body dissatisfaction is caused by the media as well as other influencing factors such as ethnicity, social class, peers, family background and the surrounding environment (Amalikn 20101).The technological development (such as the internet) on the other hand has helped to increase the rate of advertising which in turn increases consumerism as a major way of living (Robertson, 20083). The human minds begins to buy into the media and the media messages the moment the ideas of how much something is worth having begins to develop, this is done through several advertisement which the internet source has gain much attention in recent years (Battacharya, 2003).A number of influences have been highlighted as formative in the development and aid of body sh ape and body weight related disorder (Fairburn et al.1997). These factors include, teasing and critical comments on someones appearance either from parents, peers or social comparing tendencies (Frankos et al. 1994). Yet, sociocultural factors such as the role that the media internet advertisements in particular, have recently been pointed out as an important donor to body image dysfunction (Fallon 1990 Heinberg 1996).2.2.1 BRIEF EVIDENCE OF MASS MEDIAIn the last century, eating disorder theorists and feminist scholars have argued that fashion magazines, movies, television, and the social media platforms are the major contributors to eating disorder among individuals (Smolak et al. 1998). The standard of beauty at present evokes low self-esteem and inferiority among the average women in the society (Fallon 1990 Heinberg 1996). This has raised series of questions and blemish on the media for promoting thinness as a measure of beauty (Thompson et al. 1999340).According to Freedmen (1986), a comparative analysis carried out indicates that the present visual media is different from the previous one, in terms of technological advancement which makes images more clear and attractive the visualization helps in capturing the minds and attention of viewers easily. This technological advance in the media world (in terms of print and electronic media images) has made it impossible to differentiate reality from fantasy (Thompson et al. 1999 340). In addition, Hargreaves (2002) states that digital redact has created a false world that is impossible to achieve, this is evidently seen through editing and filtering of the original copy of the media images before distribution. This act portrays to the consumers that the original and authentic version of images is being presented in the media (Thompson et, al. 1995, 1998, cited in Heinberg, et al. 1999341).2.2.2 UNDERSTANDING THE MEDIAThe media is a means of communication between the sender and the receiver. In recent years , it has been argued that the media has a negative influence on body image. The primary role of media is to propagate information across to viewers. This information is ofttimes understood base on individual perspective and sense of reasoning, and most individuals tend to be influenced by the media in the negative direction.According to Laughey (2009), media is a diaphysis that reflects peoples likes, therefore, media providers should endeavour to capture the mood of individuals in order to know their wants, and understand their views. The competitive media market is highly influenced by the popular culture. This invariably has becomes the focus of concern since it is perceived to have a major influence on other nationals and the world at large (Laughey, 2009 p.33).2.3THEORETICAL FRAMEWORKThe predominant theoretical frameworks adopted in this research are media effect theory and social theory.2.3.1 MEDIA EFFECT THEORYMedia effect came into existence in 1920 (Media Effect Theory, 20 13). It was first proposed by Frankfurt school of social research, based on the Marxist German Intellectuals reaction to Nazi propaganda and US advertising suggesting that individuals way of thinking should be controlled by large corporations as well as the state (Moss, 2013) . This theory believes that the mass media makes people powerless and find it hard to resist the messages it carries (Moss, 2013). Having said this, (Media Effect Theory, 2013) argued that media effect theory is how the media affect society and how society affects the media, Some negative implication of this theory are when people do copycat, (Media Effect Theory, 2013) For instance, when individuals (old and young) begin to copycat the celebrities, in terms of their movement, garb styles, speeches, and shapes etc. and the blame is directed to the media. The theory helps to explain moral panic in relation to representation (Moss, 2013).In the study of media effect, there are three major theories, which inclu des cultivation theory, uses and gratification theory and social cognitive theory (Bandura, 2002). But for the purpose of this paper, uses and gratifications theory will be critically evaluated in order to determine the prospective influence of the media on female body image.2.3.2 USES AND GRATIFICATIONS THEORYUses and gratification theory is based on Maslows hierarchy of needs (Moss, 2013). According to Laughey (2009) this theory is used to describe media consumer needs and expectations. The ideology behind this theory lies in the movement from fear off effect to fulfilment of needs. In general, the theory identifies individuals as people with needs this need can be described as social or psychological needs (Laughey, 2009 p.49). At this point, it is noteworthy to say that the said individual need generates expectations that can only be satisfied by the media. (See illustrated below).Figure Uses and gratification illustration Source (Moss, 2013)Uses and gratification theory treats individuals as active and intelligent in their media choice and uses, it also reverses the assumption that individuals are held captive by the media. According to Laughey (2009), He argued that the media is like a set of tools that consumers freely go for at any time to fix any necessity. Furthermore, Laughey (2009) questioned the ability of some media products to get word individuals needs and expectations this is because at times, the media usually fall short of individual needs and expectations. An example of such is when a young woman purchases a product due to the way and manner it was portrayed on the media and the product did not meet her expectations.2.3.2.1 BODY IMAGE AND SOCIAL THEORYThe issue of indistinguishability creation is often observed during adolescence period and it has being recognised as a life-or-death stage of gender development. At this point, it is noteworthy to say that personal identity and consumer behaviour are inter-related, reasons being that a gr eat number of people derive their happiness in the attainment of ideal cultural standards, this is achievable through mass media (e.g. internet). The acquisition of the mediated perfect body image is the basic criteria for the reflection of individuals worth in the modern environment (Shaw et al, 199445).There are several social theories that best explain body image concerns and dieting among women. This theories includes social identity theory, social learning theory and social comparison theory. To gain more valid insight on the said topic, these theories will briefly reviewed.2.3.2.1 Social identity element TheoryThese theories suggest that self- image includes both the personal and social identities. In social identity, an individual attain certain status through socializing with others and being a functioning member of a group to which they belong (Shaw et al. 199446). Having said that, one could argue that the internet advertising comes under the social desirability, this is often seen in the way and manner in which female images are presented in the media and accepted by many. This on the other hand renders the portrayed body type highly desirable by other females and as such evoke copycat.2.3.2.2 Social Learning TheoryThis theory focuses more on the influence of role models on gender self-identity, mostly created during the adolescence period. This theory suggests that representation of models by the media tends to pressurize their female counterpart to conform to such body image. This forces individual to create their identity based on the role model they want to emulate (Shaw et al.1994 p.46).2.3.2.3 Social Comparison TheoryThis theory suggests that there is need for the use of other source of information as a guide for the evaluation of ones abilities and attitudes (Silverstein, et al. 1986). With that in mind, one could say that the media serves as a constant reference point for the womens evaluation of their body image (DiDomenico, et al. 1992). On the other hand, using media as a reference point female assessment of their body could cause dissatisfaction and anxiety among larger population of women (Shaw et al. 1994 p.46) However, these theories applies not only to women but men who are also consumers of media messages, with body image a major concern.2.3.3 THE ROLE OF SOCIO-CULTURAL THEORY ON BODY IMAGEAccording to Davis and Katzman (1999), people can be influenced by culture (e.g their food, clothes/wears, and appearance in terms of hair style etc). Sparhawk (2003) found that women especially young girls are more often influenced by the skinny body principles. This is further illustrated in the constant proclamation of thinness as a measure of beauty by the media. Similarly, King and Tsiantas (2001) refer to the socio-cultural theory as the pressure on women from parent, peers and the media to acquire/maintain certain body standard.At this point, it is worthwhile to revisit the social comparison theory which place emphas es on comparative assessment of ones appearance to other (p 141). Socio-cultural theory is a combination of ideas and concepts acquired from social and cultural factors (such as media, family, and friends). According to Tsiantas et al. (2001) body disturbances is influenced by the internalization of socio-cultural messages on thinness. Schwartz (1986) also supported the fact that dieting has a significant effect on female beauty, as it shapes and helps them (female) maximise their potentials. Stice (2002) traced socio-cultural influence on body image back to 18 centuries. He argued that the pressure on body image is enveloped by the notion of thinne