Representación de la belleza femenina en publicidad. Efectos sobre el bienestar emocional, la satisfacción corporal y el control del peso en mujeres jóvenes
DOI:
https://doi.org/10.3145/epi.2022.ene.17Palabras clave:
Publicidad, Mujer, Medios de comunicación, Ideal de belleza, Estereotipos, Imagen corporal, Satisfacción corporal, Bienestar emocional, Comportamientos de control del peso, Delgadez ideal, Efectos de los medios, Metodología experimentalResumen
Son muchos los estudios que abordan los efectos que produce una exposición continuada al ideal de belleza femenina proyectado desde los medios de comunicación y, especialmente, desde la publicidad. Múltiples teorías han intentado identificar los principales mecanismos que dan lugar a estos efectos perjudiciales como consecuencia de la exposición a esta idealización de la imagen femenina desde los contenidos publicitarios. No obstante, la mayoría de la evidencia recogida al respecto es de naturaleza correlacional, siendo la evidencia experimental muy reducida. A su vez, hasta ahora no ha sido estudiado con detenimiento el impacto que es capaz de producir una exposición mínima a este tipo de contenidos. Así, este estudio experimental investiga el impacto a corto plazo de una exposición reducida (mediante el visionado de tres spots publicitarios relacionados con dicho estereotipo de belleza) sobre el bienestar psicológico, la satisfacción corporal y la posible aparición de conductas de control del peso en mujeres jóvenes. Los resultados muestran que esta breve exposición fue suficiente para influir negativamente en el bienestar emocional de las participantes, que manifestaron sentirse más incómodas, inseguras, ansiosas y frustradas que las mujeres asignadas a la condición de control. A su vez, también manifestaron mayor intención de llevar a cabo comportamientos relacionados con el control del peso y las calorías. Por lo tanto, el estudio experimental que se presenta revela que una exposición mínima a este tipo de publicidad puede influir tanto sobre los estados anímicos como sobre las conductas de las mujeres jóvenes. Igualmente, los análisis de mediación mostraron que el efecto de la representación publicitaria de belleza femenina sobre los comportamientos de control del peso estaba mediado por la disminución en el bienestar emocional de las participantes. Por último, los autores discuten las implicaciones sociales y mediáticas de dichos resultados.
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