When the East Meets the West : An Examination of Third-Person Perceptions About Idealized Body Image in Singapore

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)423-445
Journal / PublicationMass Communication and Society
Issue number4
Online published19 Oct 2009
Publication statusPublished - 2009


This study found that, consistent with their counterparts in the United States, college women in Singapore reported a third-person perception when they were asked to evaluate possible effects of idealized body image portrayed in advertisements. The self-friend disparity of perceived media effects, although transcultural, is contingent on a few factors. These factors include the social distance between a perceiver and the comparison group, the perceiver's self-evaluated thinness, and the perceiver's perception of the benefit likelihood of media effects. The analyses of this study also show that a perceiver's perception of the social desirability of media portrayals differs conceptually from the same perceiver's perception of the benefit likelihood of media effects.