Relationship between Body Dissatisfaction and Appearance Management behavior in Mass Media Pressure: Focused on the University Students in Gwangju

Abstract

This study investigated the Mass Media Pressure on body dissatisfaction and Appearance Management behavior. It also examined the effects of body dissatisfaction on Appearance Management behavior. The results found the following, First, in the hypothesis ‘Mass media pressure would have a positive influence on body dissatisfaction’, as media influence increased, respondents were more dissatisfied with their appearance. Second, Second, in the hypothesis ‘Mass Media Pressure would have a positive effect on appearance management behavior’, as media influence increased, ance management behavior, such as hairstyling and make-up. Third, in the hypothesis ‘Body Dissatisfaction would have a positive influence on appearance management behavior’, as Body Dissatisfaction increased, respondents were more interested in appearance management behaviors. The above results confirm that sociocultural pressure perceived by university students, including mass media, have a considerable effect on their body dissatisfaction and that such dissatisfaction affects appearance management behavior.