Does Race Matter?

Abstract

Using the theory of social comparison, this study examines the impact of exposure to advertisements of thin, physically attractive, Caucasian and African American models on the self-evaluations of African American women exhibiting varying levels of self-reported body esteem. As expected, exposure to idealized images of Caucasian models was not related to lowered self-evaluations regardless of the level of body esteem. However, women with low levels of body esteem did report lowered self-satisfaction with body esteem when exposed to physically attractive images of African American models. Results suggest that similarity or ethnicity of the idealized image may have an impact on African Americanwomen’s self-evaluations. Theoretical implications are discussed with respect to future research in the area of racial issues and mass media effects.

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