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The role of ethnicity in the relationship between media exposure and female body dissatisfaction
Journal of Cultural Marketing Strategy,
3
(2),
131-151
(2019)
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
The full article is available to subscribers to the journal.
Author's Biography
Felecia F. Jordan Jackson is an Associate Professor and Director of the Media and Communication Studies Division in the School of Communication at Florida State University. Her research focuses on interpersonal communication and culture. She has examined how perceived verbal aggression in interpersonal disputes is affected by race, ethnicity and gender. She is co-editor of the book, ‘Interracial Communication: Contexts, Communities, and Choices’, and her research has been published in such journals as Human Communication Research, Communication Education and Communication Quarterly.
Sindy Chapa is the director of the Center for Hispanic Marketing Communication at Florida State University (FSU). Dr Chapa is published in recognized academic journals including International Journal of Advertising, Journal of Advertising Research, International Business & Economics Research, Journal of Marketing Communication, Journal of Spanish Language Media, Journal of Consumer Behavior, and Journal of Multidisciplinary Business Review among others. Dr Chapa’s research concentrates on understanding Hispanic and cross-ethnic consumer behavior in the area of cross-cultural marketing communication and advertising.
Jaejin Lee is an Assistant Professor in the College of Communication and Information at Florida State University. Her research interests include consumer behaviour, branding, socially responsible consumption, corporate social responsibility, cause-related marketing, social marketing, new media and health communication. Her research has appeared in such publications as Journal of Interactive Advertising, Journal of Promotion Management, Journal of Marketing Communications, Journal of Business Research and International Journal of Business and Management.
Kimberly A. Davis is Chair and Associate Professor of the Communications Department for Edward Waters College (EWC) in Jacksonville, FL. She has served as the state Director of Dropout Prevention for the Florida Department of Education, the Chief District Administrator of Community and Family Engagement for Duval County Public Schools, Assistant Vice President for Enrollment Management, and Chair of General Studies at EWC. Her research explores the manner in which minorities are portrayed in media.
