Abstract
Although the impact of the media’s thin ideal on body image may be lessened by media literacy, empirical support for this is inconsistent. Objectification theory, which suggests that certain social situations serve to increase women’s self-objectification (i.e., viewing self from a third person perspective), was used as a framework to understand this inconsistency. In particular, it was hypothesized that media literacy may involve both negative (heightened self-objectification) and positive (well-being) effects. We used both qualitative and quantitative measures, and two studies showed that viewing the video Slim Hopes increased state self-objectification, as well as self-esteem and positive affect. Implications for effective media literacy and self-objectification are discussed.
Similar content being viewed by others
References
Austin, E. W., & Johnson, K. K. (1997a). Effects of general and alcohol-specific media literacy training on children’s decision making about school. Journal of Health Communication, 2, 17–42.
Austin, E. W., & Johnson, K. K. (1997b). Immediate and delayed effects of media literacy training on third graders’ decision making for alcohol. Health Communication, 9, 323–349.
Berel, S., & Irving, L. M. (1998). Media and disturbed eating: An analysis of media influence and implications for prevention. Journal of Primary Prevention, 18, 415–430.
Botta, R. A. (1999). Television images and adolescent girls’ body image disturbance. Journal of Communication, 49, 22–41.
Brown, J. D., & Stern, S. R. (2002). Mass media and adolescent female sexuality. In G. M. Wingwood & R. J. DiClemente (Eds.), Handbook of women’s sexual and reproductive health. Issues in women health (pp. 93–112). New York: Plenum.
Calogero, R. M. (2004). A test of objectification theory: The effect of the male gaze on appearance concerns in college women. Psychology of Women Quarterly, 28, 16–21.
Calogero, R. M., Davis, W. N., & Thompson, J. K. (2005). The role of self-objectification in the experience of women with eating disorders. Sex Roles, 52, 43–50.
Cusumano, D. L., & Thompson, J. K. (1997). Body image and body shape ideals in magazines: Exposure, awareness, and internalization. Sex Roles, 37, 701–721.
Downing, N. E., & Rousch, K. L. (1985). From passive acceptance to active commitment: A model of feminist identity development for women. Counseling Psychologist, 13, 695–709.
Fredrickson, B. L., & Roberts, T. (1997). Objectification theory: Toward understanding women’s lived experiences and mental health risks. Psychology of Women Quarterly, 21, 173–206.
Fredrickson, B. L., Roberts, T., Noll, S. M., Quinn, D. M., & Twenge, J. M. (1998). That swimsuit becomes you: Sex differences in self-objectification, restrained eating, and math performance. Journal of Personality and Social Psychology, 75, 269–284.
French, C. S., Perry, G. L., & Fulkerson, J. (1996). Self-esteem and change in body mass index over three years in a cohort of adolescents. Obesity Research, 4, 27–33.
Gapinski, K. D., Brownell, K. D., & LaFrance, M. (2003). Body objectification and “fat talk”: Effects on emotion, motivation, and cognitive performance. Sex Roles, 48, 377–388.
Garrow, J. S., & Webster, J. (1985). Quetelet’s index (W/H2) as a measure of fatness. International Journal of Obesity, 9, 147–153.
Gonzales, R., Glik, D., Davoudi, M., & Ang, A. (2004). Media literacy and public health: Integrating theory, research, and practice for tobacco control. American Behavioral Scientist, 48, 189–201.
Heatherton, T. F., & Polivy, J. (1991). Development and validation of a scale for measuring state self-esteem. Journal of Personality and Social Psychology, 60, 895–910.
Hebl, M. R., King, E. B., & Lin, J. (2004). The swimsuit becomes us all: Ethnicity, gender, and vulnerability to self-objectification. Personality and Social Psychology Bulletin, 30, 1322–1331.
Heinberg, L. J., & Thompson, J. K. (1995). Body image and televised images of thinness and attractiveness: A controlled laboratory investigation. Journal of Social and Clinical Psychology, 14, 325–338.
Heinberg, L. J., Thompson, J. K., & Stormer, S. (1995). Development and validation of the Sociocultural Attitudes Towards Appearance Questionnaire (SATAQ). International Journal of Eating Disorders, 17, 81–89.
Irving, L. M. (1990). Mirror images: Effects of the standard of beauty on the self- and body-esteem of women exhibiting varying levels of bulimic symptoms. Journal of Social and Clinical Psychology, 9, 230–242.
Irving, L. M., & Berel, S. R. (2001). Comparison of media literacy programs to strengthen college women’s resistance to media images. Psychology of Women Quarterly, 25, 103–111.
Kilbourne, J. (1995). Slim Hopes: Advertising and the obsession with thinness [Video]. (Available from Media Education Foundation, 26 Centre Street, Northampton, MA 01060.).
Leventhal, H., Watts, J. C., & Pagano, F. (1967). Effects of fear and instructions on how to cope with danger. Journal of Personality and Social Psychology, 6, 313–321.
Levine, M. P., & Smolak, L. (1998). The mass media and disordered eating: Implications for prevention. In W. Vandereycken & G. Noordenbos (Eds.), The prevention of eating disorders (pp. 23–56). New York: New York University Press.
Liberman, A., & Chaiken, S. (1992). Defensive processing of personally relevant health messages. Personality and Social Psychology Bulletin, 18, 669–679.
McKinley, N. M. (1998). Gender differences in undergraduates’ body esteem: The mediating effects of objectified body consciousness and actual/ideal weight discrepancy. Sex Roles, 39, 113–123.
Morry, M. M., & Staska, S. L. (2001). Magazine exposure: Internalization, self-objectification, eating attitudes, and body satisfaction in male and female university students. Canadian Journal of Behavioural Science, 33, 269–279.
Muehlenkamp, J. J., & Saris-Baglama, R. N. (2002). Self-objectification and its psychological outcomes for college women. Psychology of Women Quarterly, 26, 371–379.
Muehlenkamp, J. J., Swanson, J. D., & Brausch, A. M. (2005). Self-objectification, risk-taking, and self-harm in college women. Psychology of Women Quarterly, 29, 24–32.
Noll, S. M., & Fredrickson, B. L. (1998). A mediational model linking self-objectification, shame, and disordered eating. Psychology of Women Quarterly, 22, 623–636.
Patton, M. Q. (2002). Qualitative research and evaluation methods (3rd ed.). London: Sage.
Reinharz, S. (1992). Feminist methods in social research. New York: Oxford University Press.
Roberts, T. (2004). Female trouble: The menstrual self-evaluation scale and women’s self-objectification. Psychology of Women Quarterly, 28, 22–26.
Roberts, T., & Gettman, J. T. (2004). Mere exposure: Gender differences in the negative effects of priming a state of self-objectification. Sex Roles, 51, 17–27.
Sands, E. R., & Wardle, J. (2003). Internalization of ideal body shapes in 9–12-year old girls. International Journal of Eating Disorders, 33, 193–204.
Schimmack, U. (2001). Pleasure, displeasure, and mixed feelings: Are semantic opposites mutually exclusive? Cognition and Emotion, 15, 81–97.
Silverstein, B., Perdue, L., Peterson, B., & Kelly, E. (1986). The role of the mass media in promoting a thin standard of bodily attractiveness for women. Sex Roles, 14, 519–532.
Smolak, L., Levine, M. P., & Schermer, F. (1998). Lessons from lessons: An evaluation of an elementary school prevention program. In W. Vandereycken & G. Noordenbos (Eds.), The prevention of eating disorders (pp. 137–172). New York: New York University Press.
Stice, E., & Shaw, H. (2004). Eating disorder prevention programs: A meta-analytic review. Psychological Bulletin, 130, 206–227.
Strauss, A., & Corbin, J. (1998). Basics of qualitative research: Techniques and procedures for developing grounded theory (2nd ed.). Thousand Oaks, CA: Sage.
Strelan, P., Mehaffey, S. J., & Tiggemann, M. (2003). Self-objectification and esteem in young women: The mediating role of reasons for exercise. Sex Roles, 48, 89–95.
Tiggemann, M., Gardiner, M., & Slater, A. (2000). “I would rather be a size 10 than have straight A’s”: A focus group study of adolescent girls’ wish to be thinner. Journal of Adolescence, 23, 645–659.
Tiggemann, M., & McGill, B. (2004). The role of social comparison in the effect of magazine advertisements on women’s mood and body dissatisfaction. Journal of Social and Clinical Psychology, 23, 23–44.
Tiggemann, M., & Slater, A. (2001). A test of objectification theory in former dancers and non-dancers. Psychology of Women Quarterly, 25, 57–64.
Voojis, M. W., & van der Voort, T. H. A. (1993). Learning about television violence: The impact of a critical viewing curriculum on children’s attitudinal judgements of crime series. Journal of Research and Development in Education, 26, 133–142.
Wade, T. D., Davidson, S., & O’Dea, J. A. (2003). A preliminary controlled evaluation of a school-based media literacy program and self-esteem program for reducing eating disorder risk factors. International Journal of Eating Disorders, 33, 371–383.
Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The PANAS scales. Journal of Personality and Social Psychology, 54, 1063–1070.
Westkott, M. (1983). Women’s studies as a strategy for change: Between criticism and vision. In G. Bowles & R. Duelli Klein (Eds.), Theories of women’s studies (pp. 210–218). New York: Routledge.
Wilcox, K., & Laird, J. D. (2000). The impact of media images of super-slender women on women’s self-esteem: Identification, social comparison, and self-perception. Journal of Research in Personality, 34, 278–286.
Wolf, N. (1991). The beauty myth. New York: William Morrow.
Yamamiya, Y., Cash, T. F., Melnyk, S. E., Posavac, H. D., & Posavac, S. S. (2005). Women’s exposure to thin-and-beautiful media images: Body image effects of media-ideal internalization and impact-reduction interventions. Body Image, 2, 74–80.
Acknowledgement
We thank SSHRC for their support for Study 1 through a Master’s Canadian Graduate Scholarship to the first author.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Choma, B.L., Foster, M.D. & Radford, E. Use of Objectification Theory to Examine the Effects of a Media Literacy Intervention on Women. Sex Roles 56, 581–590 (2007). https://doi.org/10.1007/s11199-007-9200-x
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11199-007-9200-x