Targeting the effects of body shaming within the media

1. Targeting the effects of body
shaming within the media
Pinar Ozduble
Advertising Specialist
21262499
March
2017

2. 2
Introduction –
BYoutiful is a body shaming and negative body image representation
awareness campaign that will launch across London in March 2017. The
campaign will aim to battle negative body image perceptions shown in the
media. Focusing the campaign across universities to help Millennials believe
in themselves and their body image, not the image that the media has
portrayed them to have to be. Body image/shaming body image as a whole,
including their body as well as, sexuality, race, feelings and age. All of these
aspects come into what we call body shame consisting of an emotional
dimension.
This topic is important to society as body shaming within the media not only
effects people physically but also mentally; crushing the self-worth and
confidence of people. Females who are effected and feel a higher level of
negative body image thoughts and feelings are reported to feel have higher
amounts of infections, poor overall health, and frequent headaches. Social
anxiety is often a result from a sense of rejection regarding weight or physical
attributes that may have been brought on by the media (Lyons, 2015). An
increase in body dissatisfaction can stem from the thinking that being thin is
an idealised image in the media which becomes something to strive to be.
However, this is a very important and interesting aspect of research in both
genders, as eras change and social media becomes our biggest form of
inspiration. In society today, we are bombarded with what is considered
‘perfect’ or ‘socially acceptable’ type of body. This over a number of years has
had an evident effect on the way most of society are living. This has been
largely down to the content shown in the media. (Anderson 2000).
Beauty is falsely shown for women to believe what the ‘perfect’ image is to
receive more positive judgments from society. However, it is almost
impossible for women to live up to what is seen in the media. Women begin to
feel that these views are in fact coming from within themselves and not
external pressures such as the media. Mitchell and Mazzeo (2009). An
increase in body dissatisfaction emerges from thinking that being thin is what
you need to be and what is seen as ideal from the media images seen day to
day.
For BYoutiful to become a successful campaign, I would like to create a
campaign to make a change as well as challenge an issue that society come
across every-day; negative body image representation. I would like to
challenge negative body image campaigns such as protein world’s beach
body ready billboard which was banned across the whole of transport for

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London, (BBC, 2016). The campaign will focus on building positive body
image thoughts and tackling the negative body image thoughts. BYoutiful will
make it easy for their target audience to communicate, get advice and develop
self-confidence in a positive way. The campaign will be largely based upon the
internet and social media platforms, as research shows this is the way to
target millennials. (American Press, 2015).
Body Image Representation –
The phrase “body image” was first devised by the Austrian neurologist and
psychoanalyst Paul Schilder in his book The Image and Appearance of the
Human Body in 1935 (Schilder, 2013). Body image was first recognised as a
common link to eating disorders by Bilde Bruch in 1962. Never the less, body
image dissatisfaction has become an issue throughout society and the media.
Throughout history the female body type has been studied, analysed, focused,
and picked at. Whether this be through media platforms, socially or personally
examined as well as shamed, women are never happy with their body image;
looking at history can we understand how the ideal body image of women has
changed and how important body image has become all over society and
social media today. Pressure of the "Ideal body image" for a woman from was
idealised from the girls seen on television and adverts which became a goal
for most women, but also most unattainable.
Although "ideal" body image for women has evolved so much through history
that there is not an exact body image a woman should have to obtain to
conform to society. Being studied throughout history, especially by the media
and professionals, this has had a huge effect on what has become
"acceptable/ideal" in our society for what a woman's shape/image should be.
Millennials are always faced with the perfect images in magazines, television
and social media. Studies show that by the time a woman is seventeen years
old, she has received a whole ray of negative body shaming messages
through the media—many of which show images of women who are
unattainably thin and unrealistic. Studies show that the majority of girls who
are interested and keep up with to date with the media are usually influenced
by what they see and read, therefore nearly half of these girls want to lose
weight even though they may be at a healthy. The Good Childhood Inquiry
found that 10-15% of young people reported that they were unhappy with their
appearance (Children’s Society, 2012).

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Body Image in the 1900s progressed as television become more important,
and more media platforms came to life such as; magazines, adverts and
movies new body images/shapes were introduced creating more confusion to
what was seen as ‘ideal’ in society. The early 21st century became the year of
the ideal women being slim, toned and model like magazines advertised it
therefore women throughout the 21st century begun to desire the ‘ideal’ slim
model body, this leads to body image having a mental effect.
The term The phrase male gaze was developed by feminist film critic Laura
Mulvey in 1975. The theory suggests that as men control the content created
and shown in the media, the male mind objectifies and sexualizes women, the
male gaze falsely portrays women throughout all media. As the media industry
is heavily male dominated (Martinson, 2014).
The theory argues that women are objects and not only sexualized in cinema
as they originally were, this has now moved onto all types of media. The
‘perfect’ women who are being presented in the media, are making men view
these perfectly Photoshop edited women as ideal, creating a stigma on what
men find attractive.
Women's bodies now are not about health and feeling good about themselves,
but for being accepted in society as a sexual dream of men, causing women
to accept body shame and believe they should be a certain way. (DiBattista,
2002). Studies show that there are more than 50 causes of being over-
weight/excessive weight these factors include environmental, society and
genetic disorders (Mirror, Mirror - Dr Linda's Body Image Revolution)
The demand for plastic surgery boomed and is now at its highest since 2008
(Plastic Surgery Practice, 2015), as women went to extreme measures to get
what was believed to be the socially acceptable norm which they were made
believed due to the media influences and power. (Robb and Harris, 2013)
On the other hand, the importance of targeting the way body shaming and the
way body image is represented in the media is key to having a healthy
generation of millennials, both physically and mentally. Woman today feel
defined by their body. Culturally and socially acceptable norms of femininity
include an idealised/unattainable body image. “Love your body, but hate it too”
is the contradictory message heard by women as they attempt to combine
self-esteem with achievement of an unrealistic beauty. This conflict leads to
high rates of anxiety, depression, eating disorders and self- harm. (The
Watched Body: Gender Roles, Body Image and Public Intrusions, 2014).
BYoutiful, will work to battle negative body image representations and help

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millennials love themselves for who they are, not who the media says they
should be.
Target Audience -
The BYoutiful campaign will aim to change the way 17-26 year-old females
perceive body shame within the media. This target audience has more or less,
always been a target of the problem for a variety of reasons whether they
notice this or not the media affects the way people look/think about their body
(Robert- McComb, Norman and Zumwalt, 2014). The global audience for
BYoutiful campaign is Millennials as they learn and absorb what society
considers an ideal physique appearance which is primarily learnt from media
representations.
BYoutiful intend to focus on targeting females to start with as women are more
open with how they feel about their body image and how body
shaming/representations affect the way they feel about their image. Therefore,
by hosting BYoutiful events across universities in London it will give BYoutiful
the chance to understand where and why females feel affected by the
unattainable body image represented in the media.
It is important to target body shaming as the effects of body image on self-
esteem can be especially powerful during the teenage years, negative body
images during teenage years can cause deeper issues such as mental and
serious physical health issues. (Youngwomenshealth.org, 2016). Not only is
body shaming happening in the United Kingdom, but worldwide; affecting
different people for different reasons. People are not only body shamed for
being ‘fat’ but also for being ‘too skinny’. Moreover, body shaming does not
only affect women but also men feel pressure from social media, which is
usually based around appearance, collecting likes and following people who
‘inspire you’, as well peers and society to look a socially acceptable way.
Many organisations do not work to challenge body shaming instead promote a
false body image, which is shown in campaigns such as Protein Worlds “Are
you beach body ready” which was banned across all Transport for London
(Sweeney, 2015), Victoria secrets “The perfect body” and Katy Perry’s “Love
without the handles” pop chip’s campaign. Body shaming/negative body
image representation have become a norm in advertising/media that people
are willing to override and accept as ‘normal’. BYoutiful will campaign to
change these negative representations and empower females to stand up to

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what is right without demeaning the female physique.
Studies show that both men and women are targeted by body shaming
however, women are more susceptible to suffer from negative body image
representations and the resulting effects than men are. (Simon Müller, 2014).
BYoutiful intend to focus on targeting females to start with as women are more
open with how they feel about their body image and how body
shaming/representations affect the way they feel about their image. Therefore,
by hosting BYoutiful events across universities in London it will give BYoutiful
the chance to understand where and why females feel affected by the
unattainable body image represented in the media.
The way women perceive themselves comes from an array of things such as;
parents, celebrities and most importantly the medias perception, these may
seem as harmless daily interactions. However, these platforms shape people,
and begin to teach humans from a young age that appearance is important
(Dohnt & Tiggemann, 2006). A third of adults believe society puts too much
pressure on girls and women to have a sexualised appearance, which come
from what is seen on advertising and social media, (Gov.UK, 2015).
In terms of messaging, the campaign and content will focus on body
image/self-confidence quotes that directly impact the target audience. Social
media will consist of quotes and constant reminders of how important
maintaining a healthy body image (Smith, 2013) Millennials are looking for a
trust worthy and reliable brands/campaigns to develop a comfortable
relationship, speaking about themselves and their feelings related to body
image.
The information in this section shows the key results from the survey, the
survey has been created to gather information about how target audience feel
about their body image, what effects the way they feel about their body image,
how the media effects them. This survey has been carried out by Byoutiful’s
target audience, 17-24 years old females, university students. The survey has
been placed on university fresher’s pages and 17-24 years old Facebook
users have also share the survey to get a wider range of answers.
Question 1 – How happy are you with your body image? The answers
received for the first question show that over half of the BYoutiful target
audience are moderately happy with their body image, and 24% are unhappy
with their body. Questions further on in the survey unfold the reasons why.

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Question 2 – Who is more inaccurately portrayed in the media, Females
or Males? Over 80% of respondents believe that women are more
inaccurately portrayed in the media and only 14% believe men. The response
from the survey has driven BYoutiful to be a female based campaign, to help
show a more accurately portrayed image of women throughout all types of
media. As well as empower women to believe in themselves.

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Question 3- Do you believe social media has an effect on how you feel
about your body? Over 45% of respondents agree that social media has an
effect on how they feel about their body. This connotes that the images,
models and comments on social media do not only physically damage people
but also mentally making body image dangerous for health. (Freitas, 2017)
(Source – Survey Monkey)
Campaign Overview -
The main goal of the BYoutiful campaign is to target and raise awareness
about body shaming and negative female representations within the media. By
raising awareness of body shaming/representation within the media, millennial
women will feel empowered to be themselves and believe they are the best
they can be, regardless of what the media presents women to be. Self-
confidence and self-belief as an individual is the main aim of the BYoutiful
campaign.
By creating a logo, I am aiming for BYoutiful to gain campaign loyalty as well
as recognition. Millennials are looking for trust worthy and reliable
brands/campaigns to develop a comfortable relationship with where they can
speak about themselves and their feelings. BYoutiful will work to create a
reliable and easy going campaign persona to give millennials the opportunity
to speak and get their voices heard, in a fairly easy going manner. Many
people young women have been affected by negative body image

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representation/body shaming, but have not found the right platform to receive
help therefore; these qualities will be found in the BYoutiful campaign, to help
conquer body shaming.
Working on the right media platforms to target the millennial target audience
will reach a wider audience. Well placed social media can make a difference
as more viewers view social media platforms/mobile platforms, (Sales, 2016).
Also people view social networking as “social networks” a place to connect
and engage therefore advertisements posted feel more like daily posts. By
engaging and interacting on social media BYoutiful will build up campaign
loyalty showing who they are through positive posts. More over experiential
media (survey) will be deployed online, with array of multiple questions that
can be answered anonymously to give audience freedom of speech as well as
gathering information for future marketing campaigns.
Millennials share their experience/thoughts on their own social media for their
circle of friends to see, whether this may be online or offline, in which they
have things in common with. (Scharrer, 2010) Using social media usually
revolves around appearance, collecting likes and following people who ‘inspire
you’. Therefore, BYoutiful will be using Facebook, Twitter which has 22%
female users, Instagram, Snapchat and WordPress to better reach our
audience which studies show are harder to target than men (Darroch, 2014).
Options such as the social media platforms chosen are relevant to BYoutiful,
as the target audience of the campaign are 17-24 year olds are the main
users of social media, smartphones and the internet. Studies show that the
target audience of BYoutiful 17-24, spend more than 27 hours a week on the
internet, this is twice as much as 10 years ago. (Adults’ media use and
attitudes, 2015).

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Source - (Smith, 2013) Business Insider UK.
As females use social media more than men (McPherson, 2014), targeting the
large groups of females through social media such as; Instagram which will be
used to post motivational and inspirational quotes on positive body image and
self-confidence BYoutiful are able to reach a wide target audience,
motivational quotes on Instagram which can be for anything and everything
are posted all the time therefore, it would be fair to say they actually work
(Kirkpatrick, 2011). By posting positive body image quotes on Instagram,
target audience will slowly learn to believe in themselves instead of the
negative social media comments.
As Snapchat has become one of the most popular platforms in the world, after
Instagram and Facebook creating BYoutiful geo filters, which will be in use in
and around universities in London, as that is the main target audience, the
filters will be promoted during three weeks of March will inform audience of
how important and relevant conquering body image is. Snapchat filters are
relevant to the 100 million which are 65% 18-24 users as they increase
campaign awareness (Caramenico, 2017).
Blogs are key to social media. 10 years ago the word blog did not exist, now
blogs are changing journalism all together, (Rettberg, 2014). The simplicity of
updating a blog whenever and wherever makes them very appealing to
marketers. Blogging creates links by linking you to other issue related posts.
However, the purpose of a word press blog for BYoutiful is a place where
target audience can write and share their stories about how they have felt in
the past, how BYoutiful has helped and why it has helped. By writing blogs
about their experiences with BYoutiful other people will feel encouraged and
90%
32%
14%
Instagram
Twitter
Facebook
Social Media PlatformTargetAudience
Under 35

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empowered.
This graph shows the age demographics of the social media platforms,
BYoutiful will be basing the majority of the campaign. Instagram, Twitter and
snapchat have a wide range of users under 35, Facebook has a lot less.
However, research shows that the average Facebook user checks the
platform on their smartphone up to 14 times a day. These platforms are all
available on mobile apps, as a third of people say their smartphone is central
for them to check the internet. Studies show that majority of 62% of people
don't even wait 15 minutes, check their phones immediately after waking up
and 18-24 year olds, rise to 89 per cent and 74 per cent, (Cooper, 2013).
(Source – Fluent,2016)
Conclusion

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The overall purpose of the BYoutiful campaign has been explore and
understand the effects of body image representations as well as tackle
negative body image effects. BYoutiful campaign to be yourself, love the skin
you are in and not to be effected or defined by what the media, society or our
own thoughts have on us as females, we aim to create a campaign all about
positivity which will grow into a self - loving millennial generation, with the
confidence to speak out about the negatives seen in the media.
Research throughout this campaign has shown that we live in an era where
body shame, negative representation and unattainable images are shown all
over social media, adverts and television. No factors such as genetics, health
or mental health come to mind when thinking about body shaming, as society
only see the exterior effects of the negative shame. Moreover, research has
shown that the media is one of the main factors for negative body image
representation both in women and men, but studies show that women have a
significantly different feeling towards the way they are represented.
Using interactive and engaging social media platforms to target a female
millennial audience with a trustworthy, friendly and understanding campaign
will give females the voice to express the effects of body shaming. Research
shows that social media platforms have a majority of female millennial users
as they spend more time on the platforms every day, this will give BYoutiful
the opportunity to grow through positive sharing, likes and word of mouth.
(Marketing to Millennials 2016. P.7)
For future iterations BYoutiful would like to partner with well-known female
based campaigns which may not be campaigning for the same issue but are
campaigning for empowerment in women such as International Women’s Day
or Rosa to create a stronger persona for women, not only in the media but in
everyday life– women equality across all factors is important, by partnering
with campaigns that are targeting a different issue BYoutiful will reach out to a
wider target audience, gathering more information and understanding of body
shaming.
Never the less, expanding to a male audience and understanding the effects
of body shaming within men which has been seen as a recent issue, could be
a future iteration. This could be done by pairing with a male based campaign
to attempt to get a male audience to speak up about the effects of this topic
(Mirror-mirror.org)
We aim to create a body image happy generation of millennials.

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[Accessed 9 Mar. 2017].

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Grogan, S. (2008). Body image. 1st ed. New York: Routledge.
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Robb, J. and Harris, O. (2013). The body in history. 1st ed. New York:
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Appendix
! !! !
RESEARCH ETHICS AND INTEGRITY
RISK ASSESSMENT FORM
FORM A
For all undergraduate Dissertations and Research Projects
Please&fill&in&this&form,&then&SAVE&IT&AS&A&PDF&and&submit&as&instructed&by&your&supervisor&
with&your&project&proposal&
&&&
Your!name:!(first)!Pinar!!!!!!(last)!Ozduble
!
! Student!number:!21262499! Your!email!address:!21262499@student.uwl.ac.uk!!!

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PROJECT DESCRIPTON
Please answer the following questions:
1. Do you intend to involve human participants in the
conduct of your research? If no, please skip questions 2
& 3. X Yes ☐No
2. Does your research involve vulnerable adults or under-
18s? ☐ Yes X No
3. Could your research potentially expose you, anyone
assisting you, or participants to emotional harm? ☐ Yes
X No
4. Will your research involve travelling to geo-politically
unstable regions/countries (e.g. areas affected by war,
civil unrest, natural disasters, or listed as unadvisable to
travel by the UK government? ☐ Yes X No
5. Will your research involve access to security-sensitive
material? If yes, you must include a data management
statement. ☐ Yes X No
This proposal must be completed with the assistance of your
supervisor. You can change the size of the boxes (below) by
typing or deleting as necessary.
It is very important to convey with clarity:
• Your research questions/the problem/the theme or topic you are
investigating (what you are proposing to do and to find out or
to create)
• The methodology or technical approach (for projects comprising in
whole or in part the creation of an artefact) you will adopt –
methods, number of participants, who the participants (if any)
will be, survey instruments used technology and equipment

18. 18
employed etc.;; and what questions you are planning to ask
your respondents (if applicable);; how you will deal with
technical challenges.
Title of project Targeting the effects of body shaming within the media
____________________________________________________________________________
Name of researcher(s) Pinar Ozduble Email: 21262499 @student.uwl.ac.uk
Name of supervisor __Kristin
Brewe__________________________Date:________________________
WHERE APPROPRIA TE TO YOUR CHOSEN TOPIC/RESEARCH:
1
Will you describe in writing the main procedures to participants in advance, so that th
informed about what to expect? A copy of this must be attached to this application
2 Will you tell participants that their participation is voluntary?
3
Will you obtain written consent for participation and include within this that they hav
withdraw at any point? A copy of this must be attached to this application
4 If the research is observational, will you ask participants for their consent to being ob
5
With questionnaires, will you give participants the option of omitting questions they d
answer?
6
Will you tell participants that their data will be treated with full confidentiality and tha
it will not be identifiable as theirs? This should be evidenced in the consent form and
copy of UWL’s data management form, attached to this application.
7
Will you debrief participants at the end of their participation (i.e. give them a brief exp
the study)? A copy of this must be attached to this application
If you have ticked No to any of Q1-7, but have ticked box A overleaf, please
give an explanation on a separate sheet. [Note: N/A = not applicable]

19. 19
8
Will your project involve deliberately misleading participants in any way?
9
Is there any realistic risk of any participants experiencing either physical or psycholog
discomfort? If Yes, give details on a separate sheet and state what you will tell them t
should experience any problems (e.g. who they can contact for help).
If you have ticked Yes to 8 or 9, you should normally tick box B overleaf; if
not, please give a full explanation on a separate sheet
10 Does your project involve work with animals? If yes, please tick box B overleaf.
11
Do participants fall into any of the following
vulnerable groups? If they do, please and tick
box B overleaf.
Note that you may also need to obtain
satisfactory DBS clearance (or equivalent
for overseas students).
Schoolchildren (under 18 years of age)
People with learning or communication
difficulties
Patients
People in custody
People engaged in illegal activities (e.g. drug-
taking)
Any other groups who could be reasonably
argued as representing any form of vulnerabilit
– please specify
12
Will you be accessing materials which may be considered security-sensitive under the Counter
Terrorism Act (2015)?
There is an obligation on the researcher to bring to the attention of the
School Ethics Panel any issues with ethical implications not clearly
covered by the above checklist. PLEASE TICK EITHER BOX A OR BOX B
BELOW AND PROVIDE THE DETAILS REQUIRED IN SUPPORT OF YOUR

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APPLICA TION. THEN SIGN THE FORM.
Please tick
A. I consider that this project has no significant ethical implications to be brought before th
B. I consider that this project may have ethical implications that should be brought before t
will be carried out with children or other vulnerable populations.
I have received guidance on ethical research practices relevant to my subject
as part of my preparation for this module.
(UG Researcher(s))
Signed __
__________
_______________
_______________ Print Name PINAR OZDUBLE Date
Signed Print Name Kristin L. Brewe Date _______________ (Module Leader &/or
Supervisor)
Introduction to the research
Background to research topic area (with references where
applicable). 200 words approx. Include
Aims and Hypothesis, Research Question(s) of the
dissertation/project or an outline of the aims and the context of
the creative artefact (where the project is a creative artefact)
I am working on a campaign to promote awareness
of/reposition/generate sales for (insert
brand or topic here).

21. 21
Use 200 words from your intros.
BYoutiful is a body shaming and negative body image
representation awareness campaign that will launch across
London in March 2017. The campaign will aim to battle
negative body image perceptions shown in the media.
body image as a whole, including their body as well as,
sexuality, race, feelings and age. All
of these aspects come into what we call body shame
consisting of an emotional dimension. This topic is
important to society as body shaming within the media not
only effects people physically but also mentally; crushing
the self-worth and confidence of people. Females who are
effectedand feel a higher level of negative body image
thoughts and feelings are reported to feel have higher
amounts of infections, poor overall health, and frequent
headaches. Social anxiety is often a result from a sense of
rejection regarding weight or physical attributes that may
have been brought on by the media (Lyons, 2015). An
increase in body dissatisfactioncan stem from the thinking
that being thin is an idealised image in the media which
becomes something to strive to be.
Focusing the campaign
across universities to help Millennials believe in themselves
and their body image, not
the image that the media has portrayed them to have to be.
Body image/shaming

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Method
Research design or schedule (for creative artefacts) LIST
YOUR 10 TACTICS HERE
1. The campaign logo
2. An infographic highlighting survey findings
3. Event marketing plan
4. Press release promoting the campaign
5. Blog posts
6. Event Poster
7. Display advertising
8. Social media content calendar
9. Facebook Content
10. Twitter Content
11. Instagram Content
12. Snapchat filter mock-up
13. Website
Participants (where applicable)
--Industry experts (interviews with) --Survey and/or focus group
respondents reflecting target audience
Survey Monkey
Materials (to include locations and objects/resources)

23. 23
--Consultation of existing industry research, academic articles,
books, online books, journals
Procedure or details of technical aspects of creative
production
To develop my tactics, I employed the following technical
aspects to produce the creative treatments and content:
--Website development using Muse, Wordpress --Image production
using tools like InDesign, Photoshop, Canva, Pikochart
Analysis
Please complete this section only if your project requires written
analysis to be submitted as the assessment or as part of it. If the
project you are undertaking comprises a creative artefact such as a
film or body of photographic work please type ‘Not applicable’ in this
box
CLEARLY describe the method of analysis you are going to use. Is
it qualitative or quantitative?
Not applicable