Women Objectification in Context of Pakistani Advertisements: Role of Personal Variables

Authors

  • Dr Sheeba Farhan Assistant Professor, Institute of Professional Psychology, Bahria University, Karachi, Pakistan. https://orcid.org/0000-0002-6732-0362
  • Manahil Nouman MS Scholar, Institute of Professional Psychology, Bahria University, Karachi, Pakistan.

DOI:

https://doi.org/10.52053/jpap.v2i2.49

Keywords:

Women Objectification, , Personal Variables, Pakistani Advertisement

Abstract

The present study was conducted to investigate the role of personal factors on self-objectification that is encouraged by Pakistani advertisements. The objective of the study was to find out the differences in perception of women on Pakistani advertisement based on personal variables i.e. age, family structure, education and employment status. Convenience sampling technique and a sample of 430 unmarried women with the age bracket of 18 to 25 years were included in the study. The self-objectification was measured through the Self-Objectification-Trait Scale (Dahl, 2014).  ANOVA analysis and t test were used through the Statistical Package for Social Sciences (SPSS) v 21 for analysis. The findings indicated that there was no significant difference in self-objectification of women, under the influence of Pakistani advertisements, based on their ages and education levels. However, there was a significant difference in self-objectification of women, under the influence of Pakistani advertisements, based on their family structures and employment statuses. The study would contribute to further research to reduce the negative impact of self-objectification on young women.

 

References

Aubrey, J. S. (2006). Effects of Sexually Objectifying Media on Self-Objectification and Body Surveillance in Undergraduates: Results of a 2-Year Panel Study. Journal of Communication, 56(2), 366-386. DOI: https://doi.org/10.1111/j.1460-2466.2006.00024.x

Auzoult, L., & Bernard, P. (2016). The Role of Organizational Culture and Self-Consciousness in Self-Objectification in the Workplace . TPM, 23(3), 271-284.

Barber, J. (2011, February 27). Objectification of Women in Entertainment Media. https://sites.google.com/a/uw.edu/mediaandchange/content/objectification-of-women-inmedia.

Bretthauer, B., Zimmerman, T. S., & Banning, J. H. (2007). A Feminist Analysis of Popular Music. Journal of Feminist Family Therapy, 18(4), 29-51.OZ DOI: https://doi.org/10.1300/J086v18n04_02

Dahl, S. (2014). The Self-Objectification Scale: A New Measure For Assessing Self-Objectification. Theses and Dissertations. 1639.

https://commons.und.edu/theses/1639

Edmonds, E. M., & Cahoon, D. D. (1984). Female clothes preference related to male sexual interest. Bulletin of the Psychonomic Society, 22, 171-173. DOI: https://doi.org/10.3758/BF03333795

Franzoi, S. L. (1995). The Body-As-Object Versus The Body-As-Process: Gender Differences and Gender Considerations . Sex Roles, 33(5-6), 417-437. https://doi.org/10.1007/BF01954577 DOI: https://doi.org/10.1007/BF01954577

Fredrickson, B. L., Noll, S. M., Roberts, T.-A., M. Quinn, D., & Twenge, J. (1998). That Swimsuit Becomes You: Sex Differences in Self-Objectification, restrained eating, and math performance. Journal of Personality and Social Psychology, 75(1), 269-284. https://doi.org/10.1037/0022-3514.75.1.269 DOI: https://doi.org/10.1037/0022-3514.75.1.269

Fredrickson, B. L., & Roberts, T.-A. (1997). Objectification Theory: Toward Understanding Women’s Lived Experiences and Mental Health Risks. Psychology of Women Quarterly, 21(2), 173–206. https://doi.org/10.1111/j.1471-6402.1997.tb00108.x DOI: https://doi.org/10.1111/j.1471-6402.1997.tb00108.x

Furlow, F. B. (1996, March 1). The Smell of Love.Psychology Today: https://en.wikipedia.org/wiki/Sexual_attraction

Gordon, M. K. (2008). Media Contributions to African American Girls’ Focus on Beauty and Appearance: Exploring the Consequences of Sexual Objectification. Psychology of Women Quarterly, 32(3), 245-256. https://doi.org/10.1111/j.1471-6402.2008.00433.x DOI: https://doi.org/10.1111/j.1471-6402.2008.00433.x

Grippo, K.P., & Hill, M.S. (2008). Self-objectification, habitual body monitoring, and body dissatisfaction in older European American women: Exploring age and feminism as moderators. Body Image, 5(2), 173-182. DOI: https://doi.org/10.1016/j.bodyim.2007.11.003

Hetherington, M.M., & Burnett, L. (1994). Aging and the pursuit of slimness: Dietary restraint and weight satisfaction in elderly women. British Journal of Clinical Psychology, 33, 391-400. DOI: https://doi.org/10.1111/j.2044-8260.1994.tb01135.x

Lewis, D.M., & Cachelin, F.M. (2001). Body image, body dissatisfaction, and eating attitudes in midlife and elderly women. Eating Disorders: The Journal of Treatment & Prevention, 9(1), 29-39. DOI: https://doi.org/10.1080/106402601300187713

Moradi, B., & Huang, Y.-P. (2008). Objectification Theory and Psychology of Women: A Decade of Advances and Future Directions. Psychology of Women Quarterly, 32(4), 377–398. https://doi.org/10.1111/j.1471-6402.2008.00452.x DOI: https://doi.org/10.1111/j.1471-6402.2008.00452.x

Muehlenkamp, J. J., & Saris-Baglama, R. N. (2002). Self-objectification and its Psychological Outcomes for College Women. Psychology of Women Quarterly, 26(4), 371–379. https://doi.org/10.1111/1471-6402.t01-1-00076 DOI: https://doi.org/10.1111/1471-6402.t01-1-00076

Nelson, L. J. (2004). The influence of culture in emerging adulthood: Perspectives of Chinese college students. International Journal of Behavioral Development, 28(1), 26-36. https://doi.org/10.1080/01650250344000244 DOI: https://doi.org/10.1080/01650250344000244

Ostrove, J. M., Adler, N. E., Kuppermann, M., & Washington, A. E. (2000). Objective and subjective assessments of socioeconomic status and their relationship to self-rated health in an ethnically diverse sample of pregnant women. Health Psychology, 19(6), 613. DOI: https://doi.org/10.1037/0278-6133.19.6.613

Oz, M. (2019). ShareCare. https://www.sharecare.com/health/emotional-health/how-body-esteem-differ-self

Papadak, E. (2019). The Stanford Encyclopedia of Philosophy. Stanford: Metaphysics Research Lab, Stanford University.

Papadaki, E. (2010, March 10). Stanford Encyclopedia of Philosophy. Feminist Perspectives on Objectification: https://plato.stanford.edu/entries/feminism-objectification

Sen, O. (2019, May 13). The family unit – where the objectification of women starts. Breakthrough: https://inbreakthrough.org/objectification-women-family

Strelan, P., Mehaffey, S. J., & Tiggemann, M. (2003). Self-Objectification and Esteem in Young Women: The Mediating Role of Reasons for Exrercise. Sex Roles, 48(1-2), 89–95. https://doi.org/10.1023/A:1022300930307 DOI: https://doi.org/10.1023/A:1022300930307

Tiggemann, M., & Kuring, J.K. (2004). The role of body objectification in disordered eating and depressed mood. British Journal of Clinical Psychology, 43(3), 299-311. DOI: https://doi.org/10.1348/0144665031752925

Tiggemann, M., & Lynch, J.E. (2001). Body image across the life span in adult women: The role of self-objectification. Developmental Psychology, 37, 243-253. DOI: https://doi.org/10.1037/0012-1649.37.2.243

Ullah, H., & Khan, H. N. (2014). The Objectification of Women in Television Advertisements in Pakistan. FWU Journal of Social Sciences, 8(2), 26-35.

You, S., & Shin, K. (2019). Body Esteem among Korean Adolescent Boys and Girls. Sustainability, 11, 2051. https://doi.org/10.3390/su11072051 DOI: https://doi.org/10.3390/su11072051

Published

2021-12-28

How to Cite

Farhan, D. S., & Nouman, M. (2021). Women Objectification in Context of Pakistani Advertisements: Role of Personal Variables. Journal of Professional & Applied Psychology, 2(2), 84–92. https://doi.org/10.52053/jpap.v2i2.49