The influence of fashion magazines on the body image satisfaction of college women: an exploratory analysis

Adolescence, Fall, 1997 by Sherry L. Turner, Heather Hamilton, Meija Jacobs, Laurie M. Angood, Deanne Hovde Dwyer

Previous research has shown that overweight women report being less satisfied with their bodies than do slender women (Stake & Lauer, 1987). In the present study, however, it was demonstrated that the perception of being overweight can be manipulated by exposing women to thin models. The perception of overweight (whether accurate or inaccurate), in turn, was associated with greater body image dissatisfaction among the women. The fact that participants were randomly assigned to the two experimental conditions suggests that the two groups did not differ in height, weight, or body proportion. Thus, it was exposure to the fashion magazines that influenced body image perceptions.

The differences observed between the two groups of women in this study are striking, given that the participants viewed magazines for only 13 minutes. Additional research is needed which examines the impact of prolonged exposure to fashion magazines on women's body image satisfaction and self-concept. Moreover, our findings concerning the influence of fashion magazines on women's perceptions of their bodies should be interpreted in light of previous research which examined fluctuations in women's body image satisfaction. Specifically, Haimovitz, Lansky, and O'Reilly (1993) found that women's body satisfaction ratings varied across four behavioral situations and were lower in settings where women were forced to scrutinize their bodies rather than in "everyday" situations. Eldredge, Wilson, and Whaley (1990) also found that experiences that provoke failure or self-evaluation lead women to perceive their body and weight negatively. In our study, it is possible that exposure to the fashion magazines created a climate in which participants were more likely to focus on their own bodies and, in turn, temporarily evaluate themselves negatively. Determining whether the effects of viewing fashion magazines continue to exist over an extended period of time would be of further interest.

According to Havighurst (1972), accepting one's physique is an essential feature of adolescent development. However, the pervasiveness of the thin ideal presented in magazines and other types of mass media, may severely hinder women from accomplishing this developmental task. Rather than becoming more accepting of their bodies, women may become much more conscious of and negative in their evaluations of their bodies after viewing fashion magazines. Additional research is needed which examines the role of the media as an agent of socialization for young women. The increasing pressure to be thin and the unrealistic images portrayed in the mass media may have a devastating effect on women's self-perceptions, self-esteem, and identity development.

Because the study was conducted at a prestigious, New England women's college, our sample was predominately white. Future studies should include larger, more representative selections. Especially needed are studies that examine social class and ethnic variations in women's body image satisfaction. Previous studies have demonstrated differences among women of different ethnic backgrounds on measures of body image satisfaction. In a study of African American and white college women, Rucker and Cash (1992) found that when compared, African American women were more satisfied with the size and shape of their body, desired to have a less thin body, were less afraid of getting fat, and had fewer dieting concerns. Smith and Krejci (1991) found that when compared to white females, Native American and Hispanic females were somewhat more likely to be dissatisfied with their bodies.