A cross-cultural comparison of cognitive and affective mediators in the relationship between media use and body image disturbance: focusing on US and Korean women

This study examined whether the relationship between cumulative thin-ideal media and body image disturbance is mediated by (1) cognitive variables, including beliefs about normative thinness and thinness prevalence and (2) affective variables, including dejection and agitation. Also, this study tested whether mediating effects would be different across cultures. Results revealed that perception about normative thinness mediated the relationship between thin–ideal media use and body image disturbance among both US and Korean participants and the effect was stronger for Korean participants. Thinness prevalence estimation did not mediate thin-ideal media use and body image disturbance in either Korean or US participants. Dejection was a statistically significant mediator for the relationship between thin-ideal media use and body image disturbance for both Korean and US participants, but no cultural differences were found. Agitation was also a statistically significant mediator for thin-ideal media use and body image disturbance, but only for Korean participants. Cultural differences in mediating effects were explained based on individualism and collectivism.