| 매스미디어를 통한 사회문화적 외모 태도가 여성의 미용성형 의도에 미치는 영향 |
|
김수현, 배현숙 |
|
|
| Research Paper : Effects of Social and Cultural Attitude Toward Appearance Portrayed through Mass Media on Women`s Intention of Cosmetic Surgery |
|
Su Hyeon Kim, Hyun Sook Bae |
|
|
| Abstract |
|
This study aimed to examine the effects of social and cultural attitudes toward appearance portrayed through mass media on women`s intention of cosmetic surgery and cosmetic procedure. A survey was conducted for 532 women and the findings were analyzed. According to analysis of the findings, women who had experience receiving cosmetic surgery were 34.8%, those who had experience receiving cosmetic procedure were 37.8%, and intention of cosmetic surgery by women, who had no experience receiving both cosmetic surgery and cosmetic procedure, was 48.7%. The social and cultural attitudes toward appearance were classified into 4 sub-factors: ``mobile``, ``internalization``, ``advertisement``, and ``social perception``. Of general characteristics, the ages differed according to ``mobile``, ``internalization``, and ``advertisement``; the educational background differed according to ``internalization`` and ``social perception``; the marital status and(monthly) income differed according to ``mobile``, ``internalization``, ``advertisement``, and ``social perception``; the profession differed according to sub-factors of ``mobile`` and ``advertisement``. The receptive attitude toward ``mobile``, ``internalization``, and ``advertisement`` of women who had experience receiving both cosmetic surgery and cosmetic procedure was higher than those who had no experience receiving cosmeticsurgery and cosmetic procedure. And the receptive attitude toward ``mobile`` of women who had experience receiving cosmetic surgery was1.568 times higher than those who had no experience receiving cosmetic surgery. It was found through this study that sub-factors of social land cultural attitude toward appearance portrayed through mass media had effects on women``s intention of cosmetic surgery. |
| Key Words:
Appearance, Cosmetic surgery, Mass media, Social and cultural attitudes, Women |
|
PDF Links
Download Citation
