Who determines the ideal body? A Summary of Research Findings on Body Image

The globalization of media have paved way for Print and television advertisements to use images of thin female bodies to sell products and these advertisements are viewed by women all over the world. Through the media we are constantly bombarded with the western images of beautiful women and perfect bodies. Many surveys have proved the fact that men and women feel negative about their body image not only in the west but also in other parts of the world and the feminist scholars have tended that one should try to view the portrayal of idealized body image critically . In this connection, this paper, through a survey of relevant literature on body image, attempts to understand the following: 1) The concept of body image 2) Various determinants that idealize a woman’s body and define beauty standards 3) Influence of media on the body image of women 4) How the various determinants are interwoven targeting women, making them vulnerable to the idealized images. Keywords: Body image, Determinants, Medi