KEEPING UP WITH CONSUMER CULTURE 1

The Physical and Mental Implications of Reality Television Among Female Viewers
A Research Proposal
Shannon Rose Forst
Illinois State University

COM 297 006

Dr. Jong G. Kang
December 8, 2019
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Introduction

Modern American society is constantly evolving. There is an interesting relationship that

exists between society and their media consumption. People are being targeted by advertisement

and marketing strategies subconsciously and it is impacting their choices. Viewers today desire

drama that appears to be unscripted. An honest portrayal of reality is much more appealing than

staged drama or manipulated events because the viewers want to have legitimate insight into the

lives of television stars (Hathaway, 2019). No matter the platform, reality television imposes

itself into our society, “Although a list of reality shows suggests a wide choice of topic and

content, one theme is a fairly consistent thread running through most of the programs: an implicit

or explicit celebration of wealth. In fact, for a decade the reality shows that dominated television

programming and ratings were those that emphasized an upper-class life, self-improvement in

terms of appearance or possessions, or a wealth-dominant version of the American Dream” (Lee,

Chen, & Harmon, 2016). The false representation of reality through these shows not only

impacts the viewers, but society in general. The idea of wealth, honor and status in American

society mostly come from the artifacts the media presents.

Keeping Up with the Kardashians, or KUWTK, is one of the most well-known reality

television shows in the world and entering a simple google search researching the show gives an

abundance of information. First airing in 2007, the show is also one of the longest running reality

television shows in the country. The show created by Ryan Seacrest stars Kris Jenner, Caitlyn

Jenner, Kourtney Kardashian, Kim Kardashian West, Khloé Kardashian, Rob Kardashian,

Kendall Jenner and Kylie Jenner. There have been 17 seasons and over 250 episodes that focus

on the personal and professional lives of the Kardashian-Jenner family. The main focus of the
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television show is on sisters Kourtney, Kim and Khloé Kardashian and their half-sisters Kendall

and Kylie Jenner. Throughout the series, there are appearances by ex-boyfriends, ex-husbands,

and ex-fiancés creating a storm of drama for all of the cast members. The entire premise of the

show focuses on the Kardashian and Jenner’s celebrity status. The episodes feature shots of their

mansions, expensive cars, professional stylists, designer accessories and more. Critics of the

show note that there is no plot in KUWTK and that is simply a show flaunting wealth and fame.

However, some critics recognize that reality television can be pleasurable and relaxing to some

views. Despite the mixed ratings the show has received, it has become one of the most successful

reality shows and has won several awards. There have also been several spin-off series because

of the series’ success.

The narrative that KUWTK presents is controlled by those who star in it and therefore, the

messages are controlled to effectively boost the influence of the Kardashian and Jenner’s fame in

American society. Their media content features obscene materialism, verbal aggression and

sexual images that influence viewers to participate in consumer culture. The impact of reality

television on viewers is shown through diet programs, fitness equipment, surgeries, cosmetic

enhancements, and explicit body focus in general. Due to the persuasive narrative presented in

KUWTK, research regarding the societal impact of the series is valuable to viewers in order to

recognize the implications.

Rationale

The Kardashian and Jenner women are role models in society. They want people to

engage in consumer culture. People that endorse consumer culture think of consumption as

important and valuable for people (Ritzer 2007, pp. 163–69). They try to add purpose to their
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lives in some capacity, to make sense of the world around them, and to base their own

experiences and lives through consumption through various platforms (Tomlinson 1999, p. 18).

To build a narrative, the artifact must be told through multiple mediums, portray perspectives to

push certain messages, intentionally hide underlying messages, and expose ideas that gain

traction from the viewers subconsciously rather than in the mainstream. These methods are all

shown in KUWTK. The show and the celebrities’ lives rely on verbal aggression. Verbal

aggression is defined as an attack on self-image of another. Examples of this would include

sarcasm, name calling, shouting and personal insults. Verbal aggression does not serve a positive

purpose and therefore lead to negative outcomes. One negative outcome could be verbal attacks

escalating to physical violence. Another repercussion of verbal aggression could be

psychological harm which is longer lasting than a physical attack. A theoretical approach used to

define the long-lasting harm of verbal aggression is the social cognitive theory. This theory

proposes that individuals leans through watching behaviors in the media that are positively

rewarded and modeled by attractive people. Cultivation theory is another understanding that

suggests that viewers who spend more time with television have views that reflect the ideas that

they see on television. This is valuable to understand because an overrepresentation of verbal

aggression to viewers could give the impression that it is socially acceptable or that society is an

unwelcoming and dangerous place. These theoretical perspectives help frame aspects of the

narrative and cultural implications among viewers (Glascock & Preston-Scheck, 2018).

Another relevant theoretical perspective is standpoint theory. Standpoint theory is a view

or attitude towards particular issues from various perspectives. It states that experiences alter and

influence a person’s opinion. This theory arises when people being to recognize power as a way

of dividing social and economic classes. The theory focuses on gender perception from a
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feminist lens (“The Standpoint Theory”, 2014). KUWTK largely focuses on sexual images and

messages that raise ethical concerns because of influence it has on viewer’s opinions. The

viewers are being morally influenced by these shows and the result tells researchers how a

portion of society feels about certain issues (Derry, 2015). For example, KUWTK influences

viewers, specifically women, to partake in cosmetic enhancement of their bodies. This is an issue

because it creates unrealistic body expectations for those who are not able to or want to have

cosmetic surgeries ultimately impacting their self-esteem and confidence within society. The

nature of reality television invites question of production, methods and motives. Viewers today

remain accustom to unscripted entertainment and because of this, they are not always aware of

the impact of reality television. Reality television is regarded as a category of conversation,

marketing and scheduling without it being a universally agreed upon genre. With the intention of

making money in mind, one must consider the physical and metal consequences associated with

viewing shows like KUWTK.

Individuals in society with good physical appearances are typically deemed more

desirable. Females are specifically targeted by this standard and they feel obligated to obtain

these high standards of beauty. Cosmetic surgery is one way that can help these individuals to

feel more accepted by society because of the artificial enhanced beauty that surrounds it.

Cosmetic surgery is a popular industry. For example, Kim Kardashian had millions of social

media followers and she consistently posts sexually explicit photos of herself that reveal her

surgically enhanced figure (Sood, Quintal, & Phau, 2017). When celebrities like Kim Kardashian

claim that their body is natural and therefore achievable by the average person, it puts pressure

on societal expectations of women’s bodies. Her mere presence on social media shapes the social

norms regarding physical appearance and general acceptability. However, she is not the only cast
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member in KUWTK that flaunts her figure. The Kardashian and Jenner family have built their

follower base by flaunting wealth and curves to millions of people.

Literature Review

Reality television has become one of the most researched and analyzed areas of media

today. Reality television as a genre is often a topic of debate among researchers and analysists.

More often than not, the reality television genre groups together a wide range of programming.

June Deery (2015) said, “I suggest that reality TV is defined more ontologically than stylistically

and is best understood not so much as content with certain textual or aesthetic characteristics but

as a relationship between texts, agents, and technical devices. In other words, a way of making

television” (Deery, 2015, pg. 19). Deery continues to say that formats for trend only last so long,

but the basic production of reality television remains the same. She proposes that reality

television is viewed as a mega-genre and that it would be more efficient to discuss specific

reality television formats as a subset of genre. “Formats are defined by specific show elements:

the shape and type of events, the role of participants and hosts, the type of narrative, the subject

matter”, said Deery (2015) and this helps narrow the genre of reality television to specific

categories rather than a mega-genre.

The earliest example of contemporary reality television is found in the earliest form of

instructional programming such as cooking, gardening and home repair shows. There were quiz

shows and talent competitions that included voting from the audience. By the 1960s and 1970s,

there was a demand by television viewers for realistic programming of domestic situations

(Deery, 2015). In 1973, a television show called An American Family aired on PBS. The show
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portrayed an intimate examination of a single family that offered various criticisms of American

society. This was one of the first reality television shows introduced to American audiences.

Audiences during this time were more comfortable with sitcoms and An American Family was

criticized for being almost too realistic. The creator of the show wanted to accurately portray

family issues through an observational viewing style rather than the flawless sitcom families that

the audience was used to in the 1970s. The goal of this show was to educate American society by

having the characters confront emerging issues in society. The show obviously invoked harsh

criticism, but it was also praised for being relatable for viewers. An American Family only aired

12 episodes due to the manipulated events and hallow character traits. Although the show was

unsuccessful, it contained challenges for the viewers to consider about societal issues (Hathaway,

2019). The 1980s brought technological advancements in the filming community. It was easier to

carry around lightweight cameras and small microphones that could attach to clothing. These

enhancements created a mix of shows that featured an explosion of formats displaying ordinary

people’s emotional display. The mid-1990s had easier editing software, new digital equipment

and increased mobility for filming. The year 2000 was the beginning of the first real wave of

modern reality television. Some examples include Big Brother, Survivor, The Amazing Race,

American Idol and more. Reality television at this time also heavily focused on makeover shows

which essentially are a more complicated version of instructional programming. The makeover

format was commercialized yet focused on personal narratives and drama between the cast

members. Examples of this include What Not to Wear, Queer Eye, Biggest Loser, Supernanny,

Extreme Makeover: Home Edition and many more. During the 2000s, talent shows were on the

rise along with ‘American luxury docusoap’ such as The Real Housewives and Keeping Up with

the Kardashians. These shows put an emphasis on glamour, leisure and sexual displays among
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the cast members. Today, there are channels that have dedicated all of their program time to

reality television. These channels also have geared their programming towards specific

demographics, but some channels include a common and moderate thread for the majority of

viewers to follow. As time goes on, there are emerging trends among viewers. Viewers are more

aware that the shows features participants that have roles to play. They are also aware that there

is a business to promote and their responses as viewers are valuable (Deery, 2015). Throughout

the years, realty television has broken down its genre into categories. The shows are tailored to

specific viewers and there are messages to be discovered behind every dialogue created. The

ability to breakdown the theoretical approaches and methodological framework behind the large

genre is valuable to understand the intended messages.

Methodology

The self-administered survey will be given in March through April 2020 to 500 female

college students attending Illinois State University. These students are female because the

specific study is to examine the implications on female viewers of the Kardashian and Jenner

women in media and they are more likely to participate in their following base. The survey will

be conducted in classes over a two-month period in order to meet the required number of

respondents and the instructors will be present to answer any questions that the respondents may

have. The instructors are not to reveal the purpose of the study as it could interfere with the

results of the survey. The survey is intended for viewers of KUWTK and is not to be taken by

those who have not watched at least one episode from the series. The survey is optional by those

in the class and takes approximately 10 minutes to complete.

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Independent Variable: The independent variable in this study is the amount of exposure from the

Kardashian and Jenner women in media. The research question focuses on the overall mental and

physical implications on young womens self-esteem and their desire to participate in consumer

culture by the Kardashian and Jenner women in the media. The study examines the respondent’s

feeling of confidence and self-esteem through reality television consumption and several social

media platforms such as Instagram, Twitter and Snapchat. The respondents’ reality television

interaction is measured by questions like, “In an average month, how often would you say you

watch KUWTK?” These are measured by hours and minutes spent watching the reality television

show. The other aspect of the study regarding the respondent’s social media interaction with

these celebrities is measured by questions such as, “Do you often see the Kardashian and Jenner

women advertised on your social media accounts?” Demographic variables are asked to explore

possible correlations along with gender, age, level of education, political ideologies, weight,

height, race/ethnicity and relationship status.

Dependent Variable: The dependent variables are taken from 21 questions that deal with the

respondents’ feelings toward attitude, perceptions, and behaviors. Response categories are five-

point Likert scales, from “strongly agree” to “strongly disagree,” with “neutral” as a midpoint

option. The 21 questions are broken down into the categories help explain the importance of the

study and the impact the Kardashian and Jenner women have on the way young women view

themselves. The categories are as follows:

Attitudes. A total of 7 questions measure the respondents’ attitude towards the popularity

and status of the Kardashian and Jenner women in American society. The specific questions are:
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The Kardashian and Jenner women are important to me.

I think that these women inspire others.

I think that these women promote feminist ideologies.

I think that these women have not had cosmetic enhancement or surgery whatsoever.

I think that these women have bodies that are achievable through strenuous exercise and

dieting.

I think that these women bolster societies expectation of women and their power.

I think that these women have worked hard for their careers.

Perceptions. A total of 7 questions measure the respondents’ perception regarding the

popularity and status of the Kardashian and Jenner women in American society. The specific

questions are:

Plastic surgery and enhancement for one’s body is acceptable as long as the person is

honest/open about it.

Social media advertisements featuring the Kardashian and Jenner women impact young

womens’ perception of themselves.

The Kardashian and Jenner women became mainstream through their television show

KUWTK.
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To be successful in one’s career, a woman must wear makeup.

Women are oversexualized in the media.

Celebrities have attractive bodies because they have access to more facilities and trainers.

The Kardashian and Jenner women do not work as hard to make money as the average

American.

Behaviors. A total of 7 questions measure the respondents’ behaviors regarding the popularity

and status of the Kardashian and Jenner women in American society. The specific questions are:

I watch KUWTK often.

I have only seen an episode or two of KUWTK.

I would never have plastic surgery.

I often see myself wanting to be like the Kardashian and Jenner women.

I spend a lot of time researching the Kardashian and Jenner on social media.

I follow most or all of the Kardashian and Jenner women on social media.

I like to dress like the Kardashian and Jenner women.

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References Cobb, G. (2016) “The Jenner genes helped her”: Kardashians, Jenners and the

intersectional politics of thinness. Critical Studies in Fashion & Beauty, 7(2), 173-192.

https://doi org.libproxy.lib.ilstu.edu/10/1386/csfb.7.2.173 1

Deery, J. (2015). Reality TV. Polity Press. Retrieved from

https://search.ebscohost.com/login.aspx?direct=true&db=cat00180a&AN=milner.

1766393&site=eds-live&scope=site

E! (2017, October 8). MILFs Gone Wild. Keeping Up with the Kardashians. Los Angeles,

California.

Glascock, J. & Preston-Schreck, C. (2018). Verbal Aggression, Race, and Sex on Reality TV: Is

This Really the Way It Is? Journal of Broadcasting & Electronic Media, 63(3), 427-444.

https://doi.org/10.1080/08838151.2018.1451859

Hathaway, C. (2019, April 1). Analysis | The surprising origins of reality TV. Retrieved from

https://www.washingtonpost.com/news/made-by-history/wp/2017/11/08/the-surprising

origins-of-reality-tv/.

Kravitz, L., & Archenbach, N. J. (2010). Retrieved from https://www.unm.edu/~lkravitz/Article

folder/cellulite2.html.

Lee, S.-Y, Chen, Y.-S., & Harmon, M. (2016). Realty TV, materialism, and associated

consequences: An exploration of the influences of enjoyment and social comparison on

reality TV’s cultivation effects. Atlantic Journal of Communication, 24(4), 228-241.

https://doi.org/10.1080/15456870.2016.1208659
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McDonnell, A. (2016). Keeping Up the Kardashian Brand: Celebrity, Materialism, and

Sexuality. Journal of American Culture, 39(1), 105-106.

https://doi.org/10.1111/jacc.12481

Ritzer, George (2007), The Globalization of Nothing 2. Thousand Oaks, CA: SAGE

Publications.

Sood, A., Quintal, V., & Phau, I. (2017). Keeping Up with the Kardasians: Consumers’ Intention

to Engage in Cosmetic Surgery. Journal of Promotion Management, 23(2), 185-206.

https://doi-org.libproxy.lib.ilstu.edu/10.1080/10496491.2016.1267677

The Standpoint Theory. (2014, July 7). Retrieved from

https://www.communicationtheory.org/the-standpoint-theory/.

Tomlinson, John (1999), Globalization and Culture. Chicago: University of Chicago Press

Questionnaire

These questions are part of a study to examine the way people feel about the Kardashian

and Jenner women in American society. Most questions do not have right or wrong

answers; if you are not sure, then make your most accurate guess. This questionnaire and

your answers to those questions are to remain anonymous in the hope that you respond

with honesty. Thank you for your help in this study.

*Important to note: KUWTK is an acronym for Keeping Up With The Kardashians*

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1. How old are you? ____ years old

2. What is your gender?

_____ Male

_____ Female

_____ Other

_____ Choose not to respond.

3. What is your weight? ____ lbs.

4. What is your height?

____ inches

____ feet

5. What race/ethnicity are you or do you identify with?

____ White/Caucasian

____ Hispanic/ Latino

____ Asian

____ Pacific Islander

____ African American

____ Other (please specify) _____________________

6. Which do you think best describes you?

__1__ __2__ __3__ __4__ __5__

Very Liberal Liberal Moderate Conservative Very Conservative

7. What is your highest level of education?

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____ Some College

____ Associates Degree

____ Bachelor’s degree

____ Master’s Degree

____ Doctoral Degree

____ Professional Degree

8. What is your current cumulative G.P.A.? _____

9. Do you have more than 3 people you consider friends? ____ yes _____ no

10. What is your relationship status?

____ Single

____ Dating

____ Married

____ Divorced

____ It’s Complicated

____ Widowed

11. During an average day, how much time do you spend watching Keeping Up With The

Kardasians?

_______ hour(s) _______ minute(s)

12. During an average day, how much time do you spend looking through the Kardashin and

Jenner’s social media accounts?

_______ hour(s) _______ minute(s)

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13. During an average day, how much time do you spend scrolling through Instagram?

_______ hour(s) _______ minute(s)

14. During an average day, how much time do you spend scrolling through Twitter?

_______ hour(s) _______ minute(s)

15. During an average day, how much time do you spend scrolling through Snapchat?

_______ hour(s) _______ minute(s)

16. How often do you exercise during the week?

____ I do not exercise

____ At least once or twice

____ More than three times

____ Everyday

17. How often do you wear makeup during the week?

____ I do not wear any

____ At least once a week

____ About three times a week

____ Everyday

18. If so, how much?

____ Barley anything

____ A little bit

____ A full face of makeup

____ Not applicable

19. How much approximately do you spend on makeup per year? $ _____

20. How much approximately do you spend on new clothes per year? $ _____
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The next 21 questions are specifically about your attitudes, perceptions, and behaviors

regarding the Kardashian and Jenner women in American society.

21. The Kardashian and Jenner women are important to me.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

22. I think that these women inspire others.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

23. I think that these women promote feminist ideologies.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

24. I think that these women have not had cosmetic enhancement or surgery whatsoever.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

25. I think that these women have bodies that are achievable through strenuous exercise and

dieting.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

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26. I think that these women bolster societies expectation of women and their power.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

27. I think that these women have worked hard for their careers.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

28. Plastic surgery and enhancement for one’s body is acceptable as long as the person is

honest/open about it.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

29. Social media advertisements featuring the Kardashian and Jenner women impact young

womens’ perception of themselves.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

30. The Kardashian and Jenner women became mainstream through their television show

KUWTK.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

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31. To be successful in one’s career, a woman must wear makeup.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

32. Women are oversexualized in the media.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

33. Celebrities have attractive bodies because they have access to more facilities and trainers.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

34. The Kardashian and Jenner women do not work as hard to make money as the average

American.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

35. I watch KUWTK often.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

36. I have only seen an episode or two of KUWTK.

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__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

37. I would never have plastic surgery.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

38. I often see myself wanting to be like the Kardashian and Jenner women.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

39. I spend a lot of time researching the Kardashian and Jenner on social media.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

40. I follow most or all of the Kardashian and Jenner women on social media.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

41. I like to dress like the Kardashian and Jenner women.

__1__ __2__ __3__ __4__ __5__

Strongly Agree Agree Neutral Disagree Strongly Disagree

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Thank you for your honesty and participation!