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Beauty Bias: How Korean Content Influences Body Image in India

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Page: 331-337

Malvika Sah and Supriya Sioni (Department of Psychology, St. Xavier’s College (Autonomous), Ahmedabad, Gujarat)

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Page: 331-337

Malvika Sah and Supriya Sioni (Department of Psychology, St. Xavier’s College (Autonomous), Ahmedabad, Gujarat)

The present study took the Indian population as the sample for studying the differences in consumers and non-consumers of Korean content and males and females in their body image. Body image has commonly been linked to Korean content as much emphasis is given to visuals in Korean media leading to potential harm to body image perception among viewers. A sample of 200 was taken which was divided into males and females and consumers and non-consumers of Korean content. To study the body image, MBSRQ-AS was used. The scores of each dimension of the test were analysed using two-way ANOVA and the Mann-Whitney U test. The results showed that gender and Korean content consumption did not impact the appearance related dimensions, However, those who were viewing Korean content showed significantly less body area satisfaction, high overweight preoccupation, and self-classified weight. In conclusion, Korean content consumption is impacting weight-related aspects of body image. This research will be helpful for counsellors to understand potential precipitating factors for disorders like body dysmorphia.