Wem Medienschönheiten schaden
Die differenzielle Anfälligkeit für negative Wirkungen attraktiver Werbemodels auf das Körperbild junger Frauen
Abstract
Zusammenfassung. Das vorliegende Experiment untersucht den Einfluss attraktiver Werbemodels auf die Zufriedenheit von Rezipientinnen mit ihrem Aussehen auf Basis der Theorie sozialer Vergleichsprozesse. 94 Versuchspersonen (Durchschnittsalter = 21.8, SD = 3.62) sahen entweder Fotos mit attraktiven (Aufwärtsvergleich) oder unattraktiven Medienakteuren (Abwärtsvergleich). Neben der Vergleichsrichtung wurde die Moderationsfunktion des Selbstwertgefühls untersucht. Dabei zeigt sich, dass Frauen mit geringem Selbstwertgefühl am ehesten anfällig für soziale Aufwärtsvergleiche mit attraktiven Medienakteuren sind und danach am unzufriedensten mit ihrem Aussehen sind. Bei sozialen Vergleichen mit weniger attraktiven Medienakteuren sind Frauen mit hohem und niedrigem Selbstwertgefühl zwar gleichermaßen zufrieden. Dieses Zufriedenheitsniveau entsteht jedoch durch unterschiedliche Prozesse.
Abstract. In an experimental study, we examined the influence of physically attractive advertising models on female satisfaction with their body image. The theoretical basis was social comparison theory. Specifically, 94 female subjects (21.8, SD = 3.62) were exposed to either physically attractive (upward comparison) or unattractive (downward comparison) media models. Additionally, we investigated the moderating role of self-esteem. The results demonstrate that subjects with low self-esteem experience the highest body image dissatisfaction after upward comparisons. When exposed to downward comparison targets, subjects both high and low in self-esteem are similarly satisfied with their body image. However, there are different processes at work producing the same level of subjects’ body image satisfaction.
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