Impact of Media and socio cultural factors on body image

Impact Of Media And Socio Cultural Factors On Body ImagePrepared 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. DefinitionsSociocultural:Relatingto,orsignifyingthecombinationor interactionofsocialand cultural elements.

Self Esteem: Respectfororafavorableopinionofoneself.

Religiosity: Thequalityofbeingreligious;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 populations 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 todays 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:RegressionPopulation & Sample size:Sample size 225Valid samples 193Sampling technique:Quota sampling by allocating 225 samples to five areas of Karachi which are:DefenceCliftonPECHSBahadarabadNorth Nazimabad

Normality: A pre-requisite of Regression, T-test and Z-Test.Outliers are those Observation that are different from entire sample data.If Quantum of Outliers < 1%, leave them alone.Outliers of => 5% should be recoded to nearest Upward & Downward Values.

Research Technique:Principle factor analysis with Varimax rotation Cronbachs alpha for ascertaining the reliabilitiesMultiple regression techniques for measuring relationship between dependent and independent variablesConceptual 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.

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.

Conceptual FrameworkSocial Cultural Factors

TeachersMothersFathersPeersReligiositySelf EsteemBody ImageExposure To MediaMagazinesTelevisionHypothesisMedia & Body ImageThe level of exposure of Television and Magazines has no influence on body image

Television stronger media influence nowDiet ads and other related ads comprise 5% share in ad industryMagazines 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 imageParentsexplicitly/implicitly tell not to deviate from ideal norms in societyInfluence children on physical attributes &appearanceTeachersRole models therefore their opinion strongly influence childrens 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, SuccessPhysical attractiveness plays significant role towards self esteemReligiosity & Body ImageReligiosity 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 imageConclusionThe proposed model was found to be relevant in understanding consumer attitude and behavior towards body image. It was found that medias exposure has an effect on body image (body image dissatisfaction). However, a negative influence was found between peers feedback and body image dissatisfaction. No relationship was found between parents feedback and body image dissatisfaction. Social Factors & Body Image:Significant relationship of the four factorsCash & Henry, father have stronger influenceAccording to this study mothers have a stronger influenceTeachers are a strong influencer and role model for childrenSelf Esteem & Body Image:Findings are similar to earlier researchesHigh 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

LimitationsStudy is limited to one city only and hence the findings could not be generalized as being overall perception of Pakistans consumers. Thank You !!!!