Leon Festinger's Social Comparison Theory

In the United States young adults ages 8- 18 use some sort of media an average of 7.5 hours a day. (NEDA) From the moment you are brought into this world you are constantly taking in images, information, and ideas. It would be impossible to not be influenced by media, because it is imbedded in our everyday life and culture. Even as a child, watching cartoons or Disney movies, you’re taught the ideals of beauty and the significance of being attractive. Somewhere along the way this idea of an ideal body image has found its way into every form of popular media. It’s impossible to hide from and the effect it is having on our society, young woman in particular is detrimental, and damaging. So this leads me to the question: What is media’s effect
Social Comparison theory in summary, is basically the theory that as human beings we strive to know and evaluate who we are, accurately. Festinger believed that you evaluated others and then through comparison to them you evaluate yourself. Through all your social interactions, and observations you are constantly making comparisons and evaluating yourself based on the way you look, economic class, intellect, and other various categories. By using social comparison, people think that they will be able to better evaluate their abilities and worth. Social comparison theory often translates to observations made through media, except for instead of women comparing themselves to their peers, they are comparing themselves to models and actresses, with perfect teeth, perfect hair, a makeup artist, and a personal trainer. This social comparison can effect the way women, perceive themselves and other women, while at the same time lower their self esteem, and confidence. (Corcoran, K., J. Crusius, and T. Mussweiler.
Messages of body positivity and being confident are nearly everywhere you look. With companies like Dove who have a campaign focusing on un-retouched, “real beauty”, standing against Photoshop, and social media websites banning pro-anorexia/ pro-bulimia messages. (Ross, Carolyn C., MD. 2015) Other media sources have increasingly started health blogs and advertisements, promoting healthy living while showcasing many different body types. While this is definitely paving the way for more diverse media outlets and casting, it’s nowhere near perfect. Since there isn’t a uniformity and steadiness within all media, consequently no real change can inevitably happen. Media’s effect on body image satisfaction among women is powerful and persuasive and has changed the way women view themselves and their