The Effect of Media on Attitude toward Plastic Surgery among Young Adults - Research Proposal Example

Topic: Research Proposal The effect of media on attitude toward plastic surgery among young adults Introduction Over the past decade, there has been a tremendous increase in the popularity of plastic surgery. The media has assumed the role of constructing and reinforcing the norm of beauty; and impelling the idea of a ‘perfect body image’ that is explored extensively in the western society ( Furnham & Levitas, 2012). The standardization of impractical beauty images due to excessive exposure to plastic surgery in the media drove people go ‘under the knife (Nelson, 2010). This study will examine how the media has increased the concern about perfect body image and influenced people’s attitudes toward plastic surgery (Lee, 2009). Studies on attitude toward plastic surgery has demonstrated that ‘women in society develop their perceptions about beauty with a combination of what they see in the media as well as what they observe in their friends and family. Also,  31 percent of doctors polled by the American Academy of Facial Plastic and Reconstructive Surgery said people cited media as a reason why they decided to get plastic surgery (Chuang, 2013). Therefore leading to the question ‘is someone’s acceptance of plastic surgery impacted by media?’ According to statistics from the American Society of Plastic Surgeons (ASPS), it reveals more than fourteen million plastic surgery operations, of various types, were performed in the United States in 2012 (Furnham & Levitas, 2012). It has also been found that a patient’s body image and perceived quality of life to be the strongest and most consistent determinants of aesthetic surgery procedures, while media influence was related to a desire to have plastic surgery’ (Surg, 2012). Also, Delinsky’s study demonstrates that the saturation of media sources with plastic surgery messages has resulted in self-evaluation cognizance to reaching a peak, and the effect of media impact is no longer as noticeable as it once was initially. Nevertheless, this finding needs to be replicated and further research on media influence toward acceptance of plastic surgery is necessary (Brown, Furnham , Glanville , Swami ,2007). Since it is evident that media can affect self-esteem, life satisfaction, and self- rated attractiveness, there is a lot of research on the topic about the impact of media on body dissatisfaction but little there is limited knowledge concerning the effect of media on body image awareness and the attitude toward plastic surgery (Kinnally, 2012). Researchers show that the relationships between acceptance of cosmetic surgery and constructs of body image have not been completely assessed. Future work may wish to integrate such aspects as media exposure, which previous studies have found to be linked to the likelihood of having plastic surgery procedures ( Swami, Chamorro-Premuzic, Bridges, Furnham, 2008). Evaluating the media exposure of plastic surgery and comparisons with media figures are innovative in the research on attitudes toward plastic surgery. For this research, the factor media exposure effect will be examined in regards to its influence on attitudes toward plastic surgery. This paper will further present literature review that define the concepts, discusses two relevant theories, empirical effects of media exposure and the control variables and will also present theoretical model and come up with hypotheses. Literature Review Nominal Definitions Researches refer to media exposure effect as media coverage within plastic surgery and the persuasive marketing trends employed by surgeons through newspaper, magazine, and TV (Nelson, 2010). Attitude toward plastic surgery is considered as the acceptance and likelihood to have plastic surgery. However, it does not imply that people will actually undergo surgical procedures ( carrison, Weinberger-Litman, Rabin, Fogel, 2011). Theories Two main theories have been employed by studies on media exposure effect and attitude toward plastic surgery are Cultivation Theory and Social Comparison theory. Cultivation theory was developed by George Gerbner in the 1960s.This theory was developed in order to understand the impact that excessive television viewing could have on an individual’s attitude and values (Ferguson, 2011). Cultivation theory also helps to explain how constant airing of ideas can affect audiences understanding of social reality. Moreover, researchers found the idea of heuristic processing and accessibility that has been associated with cultivation. Shrum and Bischak (2001) were of the opinion that; “people often construct their judgments on probability of occurrence on the basis of attributes of the information they retrieve from memory” (Vonderen, Kinnally, 2012). The heuristic processing suggests that people tend to seek out small amounts of readily accessible information when making quick judgments, instead of methodically searching their memories. Constructs and ideas that are frequently activated become more accessible by media. When considering media exposure effects, it is imperative to reflect on what Shrum (2009) suggested that cultivation may not often create attitudes, but often is an aspect that reinforces them (Ferguson, 2011). According to cultivation theory, the media’s presentation of thin and attractiveness image of media figures can lead viewers to hold unrealistic expectations for the physically appearances (Hargreaves & Tiggemann, 2003). The more ‘ideal perfect body’ images individuals observe, the more reachable these imageries develop to be. Researcher stated, “The more time people spend living in the television world, the more likely they are to believe the social reality portrayed on television” (Cohen, J. & Weimann, G, 2000). This cultivation theory continues to be criticized for suggesting that plastic surgical procedures are of low risk to the patient and inherently a universal and acceptable way of improving one’s body, thus creating a satisfying life ( Richards, 2011). Cultivation theory alone does not explain why individuals develop these attitudes regarding ideal body shape and social desirability. Social comparison theory also provides a valuable viewpoint on how social outlooks regarding beauty and internalization of the ideal perfect body image might be associated with body dissatisfaction (Vonderen, Kinnally, 2012). Social comparison theory proposes that people are constantly evaluating themselves, and do so through comparison to other people (Festinger, 1954). Two forms of comparisons exist; downward and upward where downward comparisons occur when people compare themselves to someone else, and find the other individual to lack. Upward comparisons, however, are when a person compares himself or herself to another person and find himself or herself to be lacking (Vonderen, Kinnally, 2012). Research showed that awareness of the socio-cultural emphasis on appearance, and internalization of that influence have been shown to predict both cosmetic surgery attitudes and intentions (Arnocky, Piché, 2014). The Social comparison theory and the Cultivation theory are both theories refer to the long-term effect of media. Cultivation theory is focus on the outcome that individual spent too much time on watching television, when Social comparison theory is more focus on the belief that individuals gain accurate self-evaluations through compare with media figures. The effect of media exposure on the attitude toward plastic surgery Empirical research has shown that patient’s body image is the most consistent determinant of aesthetic surgery outcomes, and saturation of media sources with cosmetic surgery messages has caused self-evaluation awareness to reach a peak. Media influences become a socio-cultural factor impact on the acceptance and likelihood of plastic surgery. (Ching, 2012, Surg, 2012, Rown 1, Furnham, Glanville, Swami, 2007) However, the relationships between acceptance of cosmetic surgery and constructs of body image have not been fully examined (Swami, Chamorro-Premuzic, Bridges, Furnham, 2008) Further research on the relation of media exposure impact on the attitude toward plastic surgery is necessary. The effects of controls on attitudes toward plastic surgery For this research, a number of demographic and psychological aspects will be assessed as the predictors of the attitudes concerning the interest of young women as far as plastic surgery is concerned. The examination of these aspects will be done founded on previous research that suggests their prospective to explicate the increasing demand for plastic surgery (Honigman & Phillips, 2004). Research has demonstrated the effects of attitude on the interest in this form of surgery; individuals expressing attitudes of a more positive nature have a higher likelihood to demonstrate vested interests in pursuance of surgery as well (Johnson, Siegel & Crano, 2012). There are higher chances of women undergoing plastic surgery, but men are increasing becoming plastic surgery patients (Thorpe, Ahmed & Steer). Men and women get plastic surgery for varying reasons, as women get interested when they struggle with poor body image while the men use it for personal achievements and functionality (Davis, 2002). The objectification of male members of society is also increasing and this decreases the gap between gender discrimination and objectification. This study will consider gender together with other variables in its investigations as being the predictors of attitudes concerning plastic surgery. In the decades that have passed, plastic surgery was a preserve of the wealthy, but at present, it has become attainable for people from different socioeconomic backgrounds. Even though economic factors have an effect on a person’s decision to go for plastic surgery, the rising affordability together with financing plans have allowed a bigger number of patients to seek cosmetic surgery (Didie & Sarwer, 2003). Often, the patients pay for their surgeries using the money they had set aside as savings, through refinancing, money meant for other bills or borrowing from friends. Older women are developing more interest in plastic surgery as they try to look younger, while the number of young women who have an interest in the same is also increasing. The media has been seen as the main aspect that influences the interests people have in plastic surgery and reality shows have been examined by for their potential effect on interest in plastic surgery operations (Jonzon, 2009). The media appears to have more power in influencing its consumers while at the same time resulting in negative effects in regards to behaviors concerned with health. The number of exposure to television shows that feature plastic surgery will therefore be assessed in this research as a predictor of the attitudes concerning interests in plastic surgery. Some interaction effects will be expected in the influence of media and the attitudes concerning plastic surgery. For example, a, Caucasian female who is young, single and more exposed to media may have more vulnerability compared to an older African-American woman in a marriage and with a lower exposure to the media. Theoretical model A significant theory that contributes to the understanding of interest in cosmetic surgery is the theory of Objectification, which was developed by Fredickson and Roberts (1997) who suggested that the body is considered as a set of body parts that can be potentially used by other human beings. They also pointed out that the experience of objectification especially by women results in people valuing themselves as objects. According to this theory, various forms of media are responsible for shaping the attitude people have of their own physical self. Researchers have indicated that media has the ability to deleteriously influence how an individual behaves in regards to their health (Markey & Markey, 2010). Additionally, there are interpersonal along with intrapersonal aspects, which contribute towards objectification of people by others as well as a person’s objectification of himself or herself. This theory places women and a section of the male population in a position where they are subject to judgment as objects which are supposed to be maintain particular standards of appearance and this consequently promotes sexual objectification, body shame as well as self-investigation (Calogero, Pina, Park &Rahemtulla, 2010). Subjects of objectification are affected by gender, age and race and in some instances shame, depression and sexual dysfunction among other aspects that are associated with objectification. The objectification theory is complemented by the cultivation theory as it emphasizes on sociocultural aspects that influence self-perceptions while suggesting that in the event of frequent exposure to the media and the influences associated with it, a person starts accepting them as reality. This implies that the media has a significant role in the production of idealistic appearance values (Schooler, Ward, Merriwether, Caruthers, 2004). This means that an exposure to media nurtures the ideals of individuals and these ideals develop into standards promoting objectification of the individual as well as other people (Nabi, 2009). When the ideals that were created become unachievable, which is the case in most instances; depression, low self-worth as well as eating disorders develop. Cultivation theory has the support of research that indicates that the amount of television a person watches is linked to the body of an individual as well as their ideals concerning appearances. Evidence that supports the idea that more exposure to media in general is likely to increase the internalization of the images a person sees exists and this produces a desire close to image as one can possibly get (Nabi, 2009). There are a number of ties existing between cultivation theory and the objectification theory and cultivation theory is the source of the general context through with a person learns and attains rigorous and typically unattainable body ideals. On the other hand, objectification theory assists in providing explanations of the manner in which this restrictive ideals affect a person as well as their sense of self (Park, Calgero, Harwin & DiRaddo, 2010). These theories propose negative ramifications of attempting to attain beauty ideals that make the study of plastic surgery, interest and the attitude people have concerning plastic surgery important. There is high likelihood of the young people being vulnerable to the internalization of cultural beauty norms, seeking to attain beauty ideals, and not being aware of the potential risks linked to plastic surgery. Therefore, there are high chances they will go out of their way to seek surgery while avoiding to acknowledge the risks linked to obtaining the surgery as a quick fixing solution may be especially appealing to the young people. Hypothesis This research will seek to understand the manner in which the media influences the attitudes of young women towards plastic surgery. The variables that will inform the analysis, which will be conducted in the study, will be; media exposure as the independent variable and attitudes towards plastic surgery, which will be the dependent variable. It is hypothesized that older, married, Caucasian and educated women will demonstrate more negative attitudes concerning cosmetic surgery and very little interest in obtaining the surgery. A further hypothesis can be developed that a higher Body Mass Index as well as low body mage will result in a more positive attitude towards plastic surgery. Further, low self-worth of the participants of the research as well as low satisfaction and reports of happiness will result in a more positive attitude concerning plastic surgery. Respondents with relatively BMIs and who watch more television will have more positive attitudes concerning the plastic surgery and will be more interested in getting the procedure compared to the women with lower MBIs and those who are not excessively exposed to various kinds of media. Generally, the participants who are exposed to various forms of media on a regular basis regardless of their age or BMI will have a more positive attitude towards plastic surgery and will be more interested in getting it compared to those who do not interact with media on a regular basis. The participants who have attained a comparatively higher level of education will most likely have attitudes that are more positive concerning plastic surgeries and will have a higher level of interest in obtaining plastic surgery procedures compared to the participants with comparatively lower education achievements. Generally, women will be associated with favorable attitudes concerning plastic surgery and will be more interested in the surgery compared to men. The women who are not in married as a result of various reasons will have positive attitudes concerning plastic surgery as well as a higher interest in obtaining the procedure. The participants who regularly watch television will also have a more accommodating attitude about plastic surgery and their interest in the procedure will be higher than the interest associated with those who watch less television. References Calogero, R., Pina, A., Park, L., & Rahemtulla, Z. (2010). Objectification Theory Predicts College Women’s Attitudes Toward Cosmetic Surgery. Sex Roles, 63(1-2), 32-41. doi:10.1007/s11199-010-9759-5 Davis, K. (2002). `A Dubious Equality: Men, Women and Cosmetic Surgery. Body & Society, 8(1), 49-65. doi:10.1177/1357034x02008001003 Didie, E., & Sarwer, D. (2003). Factors That Influence the Decision to Undergo Cosmetic Breast Augmentation Surgery. Journal Of Womens Health, 12(3), 241-253. doi:10.1089/154099903321667582 Fredrickson, B., & Roberts, T. (1997). Objectification Theory. Psychology Of Women Quarterly, 21(2), 173-206. doi:10.1111/j.1471-6402.1997.tb00108.x Honigman, R., Phillips, K., & Castle, D. (2004). A Review of Psychosocial Outcomes for Patients Seeking Cosmetic Surgery. Plastic And Reconstructive Surgery, 113(4), 1229- 1237. doi:10.1097/01.prs.0000110214.88868.ca Johnson, I., Siegel, J., & Crano, W. (2012). Expanding the reach of vested interest in predicting attitude-consistent behavior. Social Influence, 9(1), 20-36. doi:10.1080/15534510.2012.738243 Jonzon, K. (2009). Cosmetic Medical Treatments. Plastic Surgical Nursing, 29(4), 222-225. doi:10.1097/psn.0b013e3181c4cdc3 Markey, C., & Markey, P. (2010). A correlational and experimental examination of reality television viewing and interest in cosmetic surgery. Body Image, 7(2), 165-171. doi:10.1016/j.bodyim.2009.10.006 Nabi, R. (2009). Cosmetic Surgery Makeover Programs and Intentions to Undergo Cosmetic Enhancements: A Consideration of Three Models of Media Effects. Human Communication Research, 35(1), 1-27. doi:10.1111/j.1468-2958.2008.01336.x Park, L., Calogero, R., Harwin, M., & DiRaddo, A. (2009). Predicting interest in cosmetic surgery: Interactive effects of appearance-based rejection sensitivity and negative appearance comments. Body Image, 6(3), 186-193. doi:10.1016/j.bodyim.2009.02.003 Schooler, D., Monique Ward, L., Merriwether, A., & Caruthers, A. (2004). Whos That Girl: Televisions Role In The Body Image Development Of Young White And Black Women. Psychology Of Women Quarterly, 28(1), 38-47. doi:10.1111/j.1471-6402.2004.00121.x Thorpe, S., Ahmed, B., & Steer, K. (2004). Reasons for undergoing cosmetic surgery: a retrospective study. Sexualities, Evolution & Gender, 6(2-3), 75-96. doi:10.1080/14616660412331303857 Read More