The Role of Media in Influencing the consumption of Weight Altering Products

Abstract

The research undertaken by Saleha Javaid, “Role of media in Influencing the consumption of weight-altering products”, was completed in the partial fulfillment of the requirements for the degree of MBA at Bahria Institute of Management and Computer Sciences, in 2007. This research upgrades the already available extensive data on the role that media plays in influencing an individual’s body image, which in turn increase the consumption of weight altering products. Numerous studies have revealed that media sets standards for the acceptable body type, and promotes these standards in order to make people feel that the perfect body and appearance is the key to happiness success. Similar studies were conducted by Carol Gilligan (1998) and Jean Kilbourne’s “Killing Us Softly” (2002), to examine the media’s impact on self-image and self-esteem. This research supplements the findings of other studies, with more emphasis on the local population. This study is aims to reveal whether the same situation exists in our society. The information for the research was gathered through two sources, namely, questionnaires for primary data and internet for secondary information. The data collected was analyzed through frequency distribution and mean using the “SPSS” program. The results were then used to determine whether media has an impact on perceptions regarding the importance of the perfect body and if through the promotion of these ideas people are influenced into consuming more and more diet-aids.