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Effects of Ideal Body Images--Translatable Across Gender and Culture?
Unformatted Document Text:  15 think more positive of their own body shape than those from rural areas. However, there is no significant difference in self-esteem between urban area group (M = 5.09, SD = .81) and rural area group (M = 4.90, SD = .65), t (57) = .92, p > .05. For female subjects, no significant difference was found in body image between urban area group (M = 4.23, SD = 1.00) and rural area group (M = 3.97, SD = 1.11), t (85) = 1.04, p > .05. No significant difference in self-esteem between urban area group (M = 4.89, SD = .98) and rural area group (M = 4.88, SD = .91), t (85) = .06, p > .05. Table 4: Geographic difference in body image and self-esteem Group Body Image Self-esteem Mean SD Mean SD Male Student Urban Area Group 4.40 .91 4.23 1.00 Rural Area Group 3.80 .81 3.97 1.11 Female Student Urban Area Group 5.09 .81 4.89 .98 Rural Area Group 4.90 .65 4.88 .91 Discussion The result of this study suggested that exposure to idealized female body images in advertisements did not influence Chinese female college students’ evaluation of body image, however, exposure to idealized male body images in advertisements significantly enhanced Chinese male college students’ body esteem, which is contrary to our original hypothesis stating that exposure to idealized images in advertisements would lower viewers’ self-evaluation of their own body. Past research on body image indicated that females are most vulnerable to the influence of ideal body images in the media. The question really is, are the negative effects of exposure translatable to other culture settings? The answer to this question in

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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think more positive of their own body shape than those from rural areas. However, there
is no significant difference in self-esteem between urban area group (M = 5.09, SD = .81)
and rural area group (M = 4.90, SD = .65), t (57) = .92, p > .05. For female subjects, no
significant difference was found in body image between urban area group (M = 4.23, SD
= 1.00) and rural area group (M = 3.97, SD = 1.11), t (85) = 1.04, p > .05. No significant
difference in self-esteem between urban area group (M = 4.89, SD = .98) and rural area
group (M = 4.88, SD = .91), t (85) = .06, p > .05.
Table 4: Geographic difference in body image and self-esteem
Group
Body
Image
Self-esteem
Mean SD Mean SD
Male Student
Urban Area Group
4.40
.91
4.23
1.00
Rural Area Group
3.80
.81
3.97
1.11

Female Student
Urban Area Group
5.09
.81
4.89
.98
Rural
Area
Group
4.90
.65
4.88
.91
Discussion
The result of this study suggested that exposure to idealized female body images
in advertisements did not influence Chinese female college students’ evaluation of body
image, however, exposure to idealized male body images in advertisements significantly
enhanced Chinese male college students’ body esteem, which is contrary to our original
hypothesis stating that exposure to idealized images in advertisements would lower
viewers’ self-evaluation of their own body.
Past research on body image indicated that females are most vulnerable to the
influence of ideal body images in the media. The question really is, are the negative
effects of exposure translatable to other culture settings? The answer to this question in


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