BEAUTY ON SALE: Mass Media Influence on Young Filipinas’ Perceptions and Practices of Beauty

Abstract

This research study aimed to describe the characteristics of first year Filipina college students; determine their level of exposure to the constructs and standards of beauty that mass media sets; examine their level of exposure to various forms of mass media; and assess how exposures to constructs and standards of beauty and to various forms of mass media affected their perceptions and practices of beauty. To meet these objectives, mixed methods, a combination of survey design and key informant interviews, were used. Purposive sampling was undertaken among eligible respondents, namely Filipina first year college students from a private Catholic institution and from a state university, making this study not generalizable to all female first year college students. A total of 140 respondents consented to participate in the survey. Moreover, out of the aforementioned total number, 15 students consented to be interviewed individually to further expound the initial data gathered. Theories such as Behavior, Social-Cognitive, Social Comparison, and Reflective-Projective Theory of Broadcasting and Mass Communication were referred to further strengthen the data gathered in this research study. Results showed that all of the respondents were exposed to all mass media channels pertained to in this research. However, no matter how mass media exemplifies beauty as seen on the outside, the Filipina first year college students still believed that it is beauty from within that is more essential. Furthermore, young Filipinas admitted to looking up to the standards of beauty shown in mass media. But looking up to them did not necessarily mean that they idolized these standards. They looked up to them for inspiration, not to live their lives to attain what mass media shows as beautiful.