Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance.
This study examines the direct and indirect effects of (1) exposure to skin lightening ads and (2) exposure to fair skin ideal in interpersonal communication with peers, on college women’s attitudes towards fair-skinned appearance and their consequent intention to lighten skin. We conducted a survey...
| Main Authors: | , , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2009
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/14926 |
| _version_ | 1811681067423236096 |
|---|---|
| author | Chay, Yuen Ting. Cheong, Poh Kwan. Chong, Wai Yin. Lee, Sok Kuan. |
| author2 | Chia Chih-Yun Stella |
| author_facet | Chia Chih-Yun Stella Chay, Yuen Ting. Cheong, Poh Kwan. Chong, Wai Yin. Lee, Sok Kuan. |
| author_sort | Chay, Yuen Ting. |
| collection | NTU |
| description | This study examines the direct and indirect effects of (1) exposure to skin lightening ads and (2) exposure to fair skin ideal in interpersonal communication with peers, on college women’s attitudes towards fair-skinned appearance and their consequent intention to lighten skin. We conducted a survey with a sample of 305 Singaporean college women. We found that college women‘s exposure to skin lightening ads was indirectly associated with the college women’s intention to lighten skin. The indirect association was mediated by the college women’s perception of media effects on female peers, but not by college women’s perception of media effects on male peers. We also found that college women’s exposure to fair skin ideal in interpersonal communication with female peers was indirectly associated with college women’s intention to lighten skin. The indirect association was similarly mediated only by college women’s perception of female peers’ attitudes but not by college women’s perception of male peers’ attitudes. Finally, we found that college women of Chinese, Malay and Indian descent had different levels of endorsement for the fair skin ideal. |
| first_indexed | 2024-10-01T03:35:03Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/14926 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:35:03Z |
| publishDate | 2009 |
| record_format | dspace |
| spelling | ntu-10356/149262019-12-10T12:22:29Z Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance. Chay, Yuen Ting. Cheong, Poh Kwan. Chong, Wai Yin. Lee, Sok Kuan. Chia Chih-Yun Stella Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Mass media::Media effects This study examines the direct and indirect effects of (1) exposure to skin lightening ads and (2) exposure to fair skin ideal in interpersonal communication with peers, on college women’s attitudes towards fair-skinned appearance and their consequent intention to lighten skin. We conducted a survey with a sample of 305 Singaporean college women. We found that college women‘s exposure to skin lightening ads was indirectly associated with the college women’s intention to lighten skin. The indirect association was mediated by the college women’s perception of media effects on female peers, but not by college women’s perception of media effects on male peers. We also found that college women’s exposure to fair skin ideal in interpersonal communication with female peers was indirectly associated with college women’s intention to lighten skin. The indirect association was similarly mediated only by college women’s perception of female peers’ attitudes but not by college women’s perception of male peers’ attitudes. Finally, we found that college women of Chinese, Malay and Indian descent had different levels of endorsement for the fair skin ideal. Bachelor of Communication Studies 2009-01-29T04:33:51Z 2009-02-27T06:14:09Z 2009-01-29T04:33:51Z 2009-02-27T06:14:09Z 2008 2008 Final Year Project (FYP) http://hdl.handle.net/10356/14926 en Nanyang Technological University 50 p. ; includes appendices. application/pdf application/pdf |
| spellingShingle | DRNTU::Social sciences::Mass media::Media effects Chay, Yuen Ting. Cheong, Poh Kwan. Chong, Wai Yin. Lee, Sok Kuan. Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance. |
| title | Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance. |
| title_full | Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance. |
| title_fullStr | Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance. |
| title_full_unstemmed | Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance. |
| title_short | Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance. |
| title_sort | fair and lovely the effects of mass media and interpersonal communication on college women s desire for fair skinned apprearance |
| topic | DRNTU::Social sciences::Mass media::Media effects |
| url | http://hdl.handle.net/10356/14926 |
| work_keys_str_mv | AT chayyuenting fairandlovelytheeffectsofmassmediaandinterpersonalcommunicationoncollegewomensdesireforfairskinnedapprearance AT cheongpohkwan fairandlovelytheeffectsofmassmediaandinterpersonalcommunicationoncollegewomensdesireforfairskinnedapprearance AT chongwaiyin fairandlovelytheeffectsofmassmediaandinterpersonalcommunicationoncollegewomensdesireforfairskinnedapprearance AT leesokkuan fairandlovelytheeffectsofmassmediaandinterpersonalcommunicationoncollegewomensdesireforfairskinnedapprearance |