IMPACT OF 'IDEAL MODELS' BEING PORTRAYED BY MEDIA ON YOUNG FEMALES

The objective of this study is to identify and select the variables relating to the impact of idealized female models on females, to develop a relationship of the identified variables, to test the developed relationships based on local perception of the females, and to ascertain whether the behavior and response of the local females are similar to what have been found in western literature. Hypothesis one referred there was a relationship between females that compare themselves with the media models and their self-esteem, satisfaction, and social consequences. Hypothesis two pointed out that there was a relationship between females that compare themselves with the models and dependent variables. The relationships of dependent and independent variables were significant. Hypothesis three mentioned that there was a relationship between females' high level of media exposure and feeling of depression, stress, guilt, and shame. The coefficients of correlations of independent variable (exposure) with the guilt is non-significant. Hypothesis four postulated that females with high level of body dissatisfaction would respond positively to products featuring female model endorsers as compared to those who have low level of body dissatisfaction. This hypothesis was accepted.Keywords: Media, body image, self-esteem, self-evaluation, self enhancement, self-perception, social consequences