Social Comparison Theory - Media Influence

Media Influence

The media has been found to play a large role in social comparisons. Researchers examining the social effects of the media have used social comparison theory have found that in most cases women tend to engage in upward social comparisons with a target other, which results in more negative feelings about the self. The majority of women have a daily opportunity to make upward comparison by measuring themselves against some form of societal ideal. Social comparisons have become a relevant mechanism for learning about the appearance-related social expectations among peers and for evaluating the self in terms of those standards” (Jones, 2001, P. 647).

Although men do make upward comparisons, research finds that more women make upward comparisons and are comparing themselves with unrealistically high standards presented in the media. As women are shown more mainstream media images of powerful, successful and thin women, they perceive the “ideal” to be the norm for societal views of attractive. Some women have reported making upward comparisons in a positive manner for the purposes of self-motivation, but the majority of upward comparisons are made when the individual is feeling lesser and therefore evoke a negative connotation.