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

Author

Listed:
  • Jackson, Felecia F. Jordan
  • Chapa, Sindy

    (Associate Professor, School of Communication, Florida State University, USA)

  • Lee, Jaejin
  • Davis, Kimberly A.

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.

Suggested Citation

  • Jackson, Felecia F. Jordan & Chapa, Sindy & Lee, Jaejin & Davis, Kimberly A., 2019. "The role of ethnicity in the relationship between media exposure and female body dissatisfaction," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 3(2), pages 131-151, January.
    • Handle: RePEc:aza:jcms00:y:2019:v:3:i:2:p:131-151
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    More about this item

    Keywords

    communication; media; ethnicity; gender; body dissatisfaction; multicultural consumers; marketing communication;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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