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1、 Shanghai International Studies University WOMENS SELF-EVALUATION AND FASHION MAGAZINE READING: LINKAGES BETWEEN WOMENS SELF-ESTEEM, BODY-IMAGE, APPEARANCE SCHEMA AND MEDIA IMAGES IN SHANGHAI, CHINA By Zheng Leilei A Thesis Submitted to Graduate School and College of English In Partial Fulfillment o
2、f Requirements for Degree of Master of Arts Under Supervision of Associate Professor Yu Fei December 2008 声 明 本学位论文是我在导师的指导下取得的研究成果。在本学位论文 中、，除了加以标注和致谢的部分外，不包含其他人已经发表或公布过 的研究成果，也不包含我为获得任何教育机构的学位或学历而使用过 的材料。与我一同工作的同事对本学位论文做出的贡献均已在论文中 作了明确的明说。 上海外国语大学有权保存学位论文的电子和纸质文档，可以借阅 或上网公开本学位论文的全部或部分内容，可以向有关部门或机构
3、送 交并授权其保存、借阅或上网公布本学位论文的全部或部分内容。对 于保密论文，按保密的有关规定和程序处理。 签 名 日 期 ： 年 G 月 / 日 学位论文使用授权声明 签 名 日 期 ： 年 ， 2月 曰 Acknowledgements In the course of writing this thesis, many obstacles have popped up to continuously test my confidence and capacity to finish my research. It has been both time-consuming and pain
4、staking to handle such difficulties as studying theories of media effects and body image, designing my survey questionnaire, recruiting qualified subjects, analyzing the statistics and so on. First, I want to express my greatest gratitude to my supervisor Associate Professor Yu Fei who has provided
5、me with a lot of helpful suggestions and valuable guidance. Ms. Yu not only encourages me to face all difficulties with courage and optimism, but also sets herself an example as a conscientious scholar and confident woman. Second, I further extend my gratitude to our IC professors who have greatly e
6、nriched my knowledge of intercultural communication. Professor Steve J. Kulich, who introduced to me this fascinating field, has been constantly offering me insightful ideas, invaluable criticism and resources with great patience and generosity. Professor Michael Prosser has patiently edited my pape
7、r with valuable suggestions for improvement in terms of grammar, diction and citation. Professor Wang Enming, Mr. Cooper Wakefield and all other professors have enlightened me through their excellent courses. My sincere thanks go to all the participants who took time to answer my lengthy questionnai
8、re in a responsible manner. It is their cooperation that ensures the smooth operation of my quantitative study. I am also indebted to my family and dear friends for their love and support. Finally, I would like to thank everyone who has been helpful in a direct or indirect way. 近年来，不少领域的学者对女性身体自尊这个命
9、题展开了研究，如传播学 (Botta， 1999; Harrison, 2000),心理学 （ Cash 和 Szymanski, 1995; Hargreaves 和 Tiggemann， 2003)， 以及服饰研究学 （ Jung， Lennon 和 Rudd， 2001; Rudd 和 Lennon， 2001)。 然 而，身体自尊仍然是一个相对新兴的研究领域，特别是在中国，类似研究还比较鲜见。 跨文化交际作为一门跨学科的研究科学，非常重视将相关学科融会贯通，对社会上的 文化现象展开研究。本研究即是在大众传播和心理学等理论基础上，调杳了部分生活 在上海的女性，通过身体意象 /身体自尊、整
10、体自尊、外貌图示等心理学变量探讨其 女性杂志阅读和自我评价之间的关系。现有的研究主要由海外学者完成，本研究旨在 填补国内在此领域的空白，引起国人对媒体影响力的重视，呼吁采取更有效的媒体监 督机制，树立关于美的正确 观念，营造一个更和谐、更健康的媒体环境。 本论文采用问卷调杳的定量研究方法，对 155 名在上海生活的女性进行取样。在 第一章开篇简介后，第二章通过文献综述明确研究中涉及的重要概念，回顾国内外的 相关研究成果，介绍重要的理论和测量方法。在论文的主体部分，第三章对本研究作 出概述，提出假设和研究目的。第四章将详细介绍定量研究的对象、所需使用的材料 和研究步骤。第五章汇报了研究结果，并展
11、开分析与讨论。最后一章总结本研究的成 果，提出不足之处和今后可以延伸的相关研究。 本研究支持了媒体意象对女性自尊和身体意象的影响， 且这种影响比预期更加复 杂。除了得到广泛承认的消极影响外，媒体意象也可能对某些女性产生积极的影响。 外貌图示和一些个人变量被证实在预测媒体意象与身体意象的联系中发挥重要作用。 关键词：自尊、身体意象、外貌图示、媒体意象、时尚杂志 Abstract According to Fallon (1990), body image is t6the mental image we hold of our bodies. Rosenberg (1965) defined s
12、elf-esteem as 66a favorable or unfavorable attitude toward the self9. The topic of body image has been studied by scholars in a variety of fields such as communication (Botta, 1999; Harrison, 2000), psychology (Cash & Szymanski, 1995; Hargreaves & Tiggemann, 2003), and textiles and clothing (Jung, L
13、ennon, & Rudd, 2001; Rudd & Lennon, 2001). Nonetheless, it is still a relatively new domain which needs further research, especially in China. As an inter-disciplinary subject, intercultural communication attaches great importance to studying socio-cultural phenomena by integrating relevant subjects
14、. On the theoretical basis of mass media communication and psychology, the current study investigates the relationship between media exposure and womens self-evaluation indicated by psychological factors like body image/ body-esteem, self-esteem, appearance schema among women in Shanghai. As most of
15、 the existing research projects were conducted by overseas scholars, this study fills this blank by presenting the issue from the Chinese perspective. Hopefully, the findings will arouse Chinese peoples awareness of media effects, thus creating a media environment to promote a sound concept of femal
16、e beauty. This thesis adopts the research methodology of literature studies and quantitative methods through questionnaires with a sample of 155 women living in Shanghai. After the Introduction, Chapter 2 clarifies relevant concepts of this study in the field of psychology and mass media based on th
17、e literature review. Important theories and measurements are introduced. Chapter 3 gives an overview of the current study and proposes six hypotheses based the literature review and research purposes. Chapter 4 elaborates on the research methodology of current study, explaining participants, materia
18、ls and research procedure. Chapter 5 reports the research findings and makes analyses accordingly. The last chapter summarizes this research, identifies the limitations and puts forward suggestions for future studies. in Results of the current study supported that media exposure did affect womens bo
19、dy image and self-esteem, but in a more complex and interactive manner. Positive effect on women may exist despite the general acknowledged negative effects. Womens appearance schema turned out to be a significant predictor in the interaction between media images and body images. Individual factors
20、were also found to be significant. Keywords: self-esteem, body image, appearance schema, media image, fashion magazine Contents Acknowledgements .i 鮮 . ii Abstract . iii 1. Introduction . 1 1.1 Background of the Study . 1 1.1.1 Media Influences . 1 1.1.2 Importance of Self-Evaluation, Self-image and
21、 Self-Esteem. 3 1.2 Intercultural Significance of the Study . 4 1.3 Structure of the Study . 4 2. Literature Review . 6 2.1 Key Psychological Concepts: Body Image and Body-Esteem . 6 2.2 Previous Studies on Body Image . 6 2.2.1 Socio-cultural Factors . 7 2.2.2 Social Comparison and Self-Esteem . 10
22、2.2.3 Self Schema and Appearance Schema . 11 2.3 Consequences of Body Image Disturbance . 14 2.3.1 Womens Drive for Thinness and Weight Concern . 14 2.3.2 Eating Disorders . 15 2.3.3 Depression . 16 2.4 Body-Esteem Measurements: Scales and Tools . 16 2.4.1 The Body Esteem Scale (BES). 17 2.4.2 Body
23、Image Quality of Life Inventory (BIQLI) . 17 2.4.3 The Body Satisfaction Scale (BSS) . 17 2.4.4 Appearance Schemas Inventory-Revised (ASI-R) . 18 2.4.5 The Body Shape Questionnaire (BSQ) . 18 3. Research Overview and Hypotheses . 19 V 3.1 Overview of the Research Study . 19 3.2 Hypotheses . 19 4. .
24、Method . 21 4.1 Participants . 21 4.2 Materials . 21 4.3 Procedure . 23 4.3.1 Subject Recruitment . 23 4.3.2 Research Ethics . 24 5. . Results and Discussion . 25 5.1 Missing data . 25 5.2 Self-Esteem . 25 5.3 Self Satisfaction and Body Satisfaction. 27 5.4 Fashion Magazine Reading . 28 5.4.1 Womens
25、 Fashion Magazine Reading and Body Satisfaction . 30 5.4.2 Womens Fashion Magazine Reading and Desire to Be Thin . 32 5.4.3 Womens Fashion Magazine Reading and Their Weight Control and Appearance Management Behaviors . 33 5.4.4 Womens Fashion Magazine Reading and Consequences of Body Dissatisfaction
26、 34 5.4.5 Womens Appearance Schema and Body Esteem . 35 5.5 Demographic Statistics . 36 5.5.1 Age . 36 5.5.2 Regional Differences . 39 5.5.3 Height, Weight and BMI . 41 5.5.4 Education . 43 5.5.5 Marital Status . 44 5.5.6 Work . 44 5.5.7 Income . 45 6. Conclusions . 46 6.1 Summary and Significance o
27、f the Study . 46 6.2 Limitations . 48 6.3 Implications for Further Research . 49 References . 50 Appendix I : List of Tables and Figures . 56 Appendix II: Rosenberg Self-Esteem Scale (Rosenberg, 1965) . 57 Appendix III: Questionnaire on Fashion Magazine Reading and Womens Self-Evaluation (Chinese Ve
28、rsion) . 59 Appendix IV: Questionnaire on Fashion Magazine Reading and Womens Self-Evaluation (English Version) . 66 Vll 1. Introduction 1.1 Background of the Study Beauty standards for women vary from time to time, from region to region. However, with globalization and the advent of the contemporar
29、y media age, it seems that the majority of people have reached a consensus on what is ideal beauty. From sources like billboards, television, or magazines, we are under constant exposure to media images displaying gorgeous models with thin, if not skinny, body and perfect physical appearance. Althou
30、gh the idealized media images may simply be illusions of models on compulsory dieting aided by magical cosmetics and computer techniques, they could have profound influence on womens perceptions of themselves. Media are so powerful that studies have shown that media can alter the consciousness of users (e.g. Ong, 1982). It can be said that the media play an important role in transmitting and reflecting the current mainstream cultures standards of ideal beauty, especially for women. It is thus argued that exposure