Media promotion of thinness and eating disorders in young women

Beauty

Shaping up to Fit in"

This is a paper on the image of beauty produced by the mass media. 4 references are given.

In the 20th century the mass media has played a major role in advocating and propagating an ideology of female beauty. For the past few decades' fashion has passionately endorsed thinness to the point of emaciation to be the manifestation of true beauty and the mass media has been the tool used for disseminating this view. Dr. Allison Field, of Brigham and Women's Hospital is a strong advocate of the opinion that media influences are causing an increase in unhealthy practices including eating disorders amongst young women. One such example is that of Marne Greenberg, a victim of propaganda who fought with bulimia all through her teens. In her search for a new self-image Greenberg said, "It doesn't matter who you are, you always want to be that someone... The highest of expectations of someone you can't, or never will, be."[Salvatore, 1999].

Many sections of the media have now woken up to the detrimental effects of encouraging stereotypes through advertising products that link loss of weight to being sexy and sophisticated. As audience awareness and dissention grows many advertisers have found Bartos, author of "The Moving Target" to be correct in his assertion that they must, "understand that abolishing stereotypes really is an intelligent marketing decision." [Author not available, 2003(a)]

Thesis

When faced with the popularity of screen personas such as Helen Hunt, Calista Flockhart and, Kate Moss women inevitably associate success and emotional well being with a particular appearance- thin. Any variation of this ideal is condemned. Greenberg describes the peer pressure that can cause women to go to harmful lengths in their bid to conform. She describes how she became emaciated and was inflicted with gastric problems while "people who didn't know her thought she looked great."[Salvatore, 1999] The association of 'diet' and fat-free' products with sex and romance emphasises the notion that it is the beautiful skinny woman who will get the handsome hunk. Indirectly consumers are encouraged to buy diet coke, Skippy peanut butter, Slim fast products if they want to change their overweight negative self-image to a positive socially correct and personally rewarding thin one. [Author not available, 2003(a)] Impressionable adolescents and teens and even mature but ordinary women suppress their natural physique and aspire to the more socially acceptable 'thin waif' look. As Dr. Fields explains that it is important for the media to "refrain from using the severely underweight models who are unhealthy and unrealistic role models for these young girls to have."[Salvatore, 1999] "The average North American woman is 5-foot four and 143 pounds, "and in her quest to be 5-foot ten, and 107 pounds"[Salvatore, 1999] she can cause damage to her body and psyche.

Conclusion

Women have been manipulating their body for centuries to fit a required and idealized image of feminine grace and beauty. The methods used have often been painful, uncomfortable and harmful. From body shaping clothes, to metal neck rings, foot binding, cosmetic surgery and dieting, females have been told by society how to improve their many 'imperfections.' Eating disorders have become a real menace amongst our young women,13% are diagnosed with anorexia, bulimia or some other form of binge eating every year.[Author not available, 2003(b)] Like Marne Greenberg, these women have a desire to be thin because the media has been telling them insistently, and continuously through psychological machinations that it is the sexier, more powerful and profitable way to be. Raising awareness of this issue and taking practical steps through support and education are ways needed to prevent this onslaught. That the media will have to adapt to growing public outcry is shown by the fact that many advertisers are already using women to monitor ads and give their feed-back [Author not available, 2003(a)]and slowly images of the real American women who is not flat as a board but is beautiful anyways, are making their presence felt.

References:

1. Author not available, Friends, pop culture affect weight control among teen girls, Reuters Health, New York 1999.

2. Author not available, (a) Research Paper: The Ideology Bias in "Diet" Products [accessed on 7/3/2003] available at http://www.soc.hawaii.edu/leonj/leonj/student2/p03/com.html

3. Author not available, (b), Body and Soul: The Self -Image of Girls, The Chronicle of Higher Education [accessed on 7/3/03] at http://www.geocities.com/birdh0use/wominst/equity/bodyfeature.html

4. Salvatore, S, Media may feed weight problems of teen-aged girls, Cable News Network, 1999 [accessed on 7/3/03] available at http://www.cnn.com/HEALTH/9911/14/girls.weight