Impact Of Media And Socio

Cultural Factors On Body Image

Prepared by:

Gohar Iqbal
Usman Saleem Sheikh
Komal Shaikh
Kainat 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:Relatingto,orsignifyingthecombi
nationor 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 Study

Media (Television, Magazines)
Socio cultural factors (Parents, Peers
&Teachers)
Self esteem and Religiosity have
affected the dependent variable i.e body
image.
Magazines
Television
stronger Influence
Teachers
Peers(Father, Mother)

Overview
The 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.

Methodology
Instrument:
Regression

Population & Sample size:

Sample size 225
Valid samples 193

Sampling technique:
Quota sampling by allocating 225 samples to five areas of Karachi
which are:
I. Defence
II. Clifton
III. PECHS
IV. Bahadarabad
V. North 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 reliabilities
Multiple regression techniques for measuring
relationship between dependent and independent
variables

Conceptual Framework
Social Comparison Theory
Helps 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 Study

People compare themselves with others on
the basis of those dimensions that are
similar to them.
Comparison could be:
Upward
Downward

Depression
Elevation of mood

Among various resources mass media is

considered as the strongest influencer on
body image.

Conceptual Framework
Social Cultural Factors
Teachers

Mothers

Fathers

Peers

Magazines

Television

Exposure To Media
Religiosity
Self
Esteem

Body
Image

Hypothesis

Media & Body Image

The 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 Image

There is no relationship between social
factors(mother, father & peers) & body
image
Parents
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 childrens perception of body image

Self Esteem & Body Image

There is no relationship between self
esteem and body image
Favorable/unfavorable attitude towards self/ self
assessment
Low/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 image
Refers to level of commitment to a religious
group
Positive association between religious
involvement, physical health & morality
Women with healthier body image are
closer to God
Girls with higher level of belief in God have
higher perception about their body image

Conclusion
The 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 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 Pakistans
consumers.

Thank You !!!!