The role of ethnicity in the relationship between media exposure and female body dissatisfaction

Felecia F. Jordan Jackson, Sindy Chapa, Jaejin Lee and Kimberly A. Davis
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Sindy Chapa: Associate Professor, School of Communication, Florida State University, USA

Journal of Cultural Marketing Strategy, 2019, vol. 3, issue 2, 131-151

Abstract: In a multi-ethnic society, it is important to recognise the extent to which ‘new media’ influence the wellbeing and, more concretely, body dissatisfaction in females across ethnicities. This study explores the relationship between mass media and female body image dissatisfaction across ethnic groups by exploring the discrepancy between the ‘current’ and ‘ideal’ perception of body image among African American, Asian, Hispanic and Non-Hispanic/white females in the USA. The study draws on a national online survey of 1,280 respondents between the ages of 18 and 60. The findings indicate television and video streaming consumption are significant predictors of female body dissatisfaction. Ethnicity was found to be a moderator of media consumption and body dissatisfaction. Specifically, Asian females showed significantly lower levels of media consumption than any other ethnic group. The highest level of body dissatisfaction was found among Hispanics, followed by Non-Hispanic, African American and Asian females, in that order.

Keywords: communication; media; ethnicity; gender; body dissatisfaction; multicultural consumers; marketing communication (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2019:v:3:i:2:p:131-151

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