Media Influence, Physical Appearance Comparison Behavior and Body Image Dissatisfaction among University Students

Abstract

This study aimed to investigate the relationship between media influence, physical appearance comparison behavior, and body image dissatisfaction among university students. A total of 300 male and female students from universities in Islamabad and Rawalpindi were selected through purposive sampling to ensure a diverse academic representation.  The Multidimensional Media Influence Scale (MMIS) (Hargreaves & Tiggemann, 2004) the Physical Appearance Comparison Scale-Revised (PACS-R) (Schaefer &Thompson, 2018) and the Body Image Satisfaction Scale (BISS) (Holsen et al., 2012). The results revealed a significant positive relationship between media influence and body image dissatisfaction with a correlation coefficient of 0.279 (p < 0.05), and physical appearance comparison behavior was found to mediate this relationship (F(2,297)=2126, p < 0.05). Specifically, increased media influence was associated with greater body dissatisfaction, and this effect was further amplified through appearance comparison behavior. These findings suggest that media portrayals of idealized body images contribute to higher levels of dissatisfaction among university students. The findings further revealed no significant gender differences in body dissatisfaction, suggesting that male and female students experience comparable levels of concern regarding their body image (t(298) = .762, p = .44). These findings have important implications for mental health interventions targeted at university students, particularly in creating awareness of the negative effects of media portrayals on body image and promoting media literacy programs to help mitigate these effects. Additionally, this research may inform public policy aimed at regulating media content to reduce unrealistic body standards and promote healthier, more diverse body representations. Future research should explore diverse media types and longitudinal effects to gain a deeper understanding of these dynamics.