• Dr. (Mrs.) Battalwar Rekha
• Ms. Mulla Ayesha

Abstract : INTRODUCTION: The visual media’s omnipresent idealized depiction of thin female figures influences women’s body image and cause body shape dissatisfaction. For accomplishing that idealized figure, women show negative outcomes through eating attitude and weight loss behavior. Even though virtually all women are exposed to idealized, but it depends upon the women which make such comparison may differ. OBJECTIVES: The objective of the study was to analyze the association of mass media exposure (weight loss advertisements) with body shape dissatisfaction, eating disorder symptomatology and weight loss behavior. To investigate the significant difference between desired weight change and ideal BMI. To investigate the relation between eating disorder symptomatology and health problems. METHODS: The study was conducted on 100 females from 19-21 years age group. A questionnaire was used to collect data on Anthropometric Parameters, Desired Weight Change, Health Problems. The other information was collected through Mass Media Exposure (MME) Body Shape Questionnaire (BSQ-8C), Eating Attitude Test (EAT-26), Weight Loss Behaviour (WLB) questionnaire. RESULTS: Mass Media Exposure was significantly associated with Body Shape Dissatisfaction, Eating Disorder Symptomatology, Weight Loss Behaviour (p<0.05). Pearson’s correlation between Mass Media Exposure and Body shape dissatisfaction (r= 0.464), Mass Media Exposure and Eating disorder symptomatology (r= 0.451), and between Mass Media Exposure and Weight Loss Behaviour (r=0.459) was observed. These variables correlated positively i.e. the higher the mass media exposure level, the higher the body shape dissatisfaction, the eating disorders and the weight loss behavior among females. The desired to weight change with Ideal BMI category was differed significantly which showed that 41% participants of normal weight category desired to change the weight which directly emphasized on body shape dissatisfaction. 47% participants of eating disorders revealed health problems which also showed that there was significant association between Eating Disorders Symptomatology and Health Problems (p<0.05). CONCLUSION: The eating disorder symptomatology was associated with health problems. It was also seen that the females with normal weight category desired to lose weight which demonstrated body shape dissatisfaction among female participants. Thus, this study concluded that the high level of exposure to weight loss advertisements in the mass media caused body shape dissatisfaction, eating disorders symptomatology and extreme weight loss behavior among females participants. Hence, psychological support and diet counseling is required for the young females to prevent such negative feelings about the physical body shape and clinically diagnosable eating disorders among them.

Mass media, Body shape dissatisfaction, Eating disorder symptomatology, Weight loss behavior, Desired weight change.

"Exposure to weight loss advertisements in the Mass Media and its effects on the Health of Young Women in Thane city", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.173-180, May-2019, Available :http://www.jetir.org/papers/JETIR1905129.pdf

"Exposure to weight loss advertisements in the Mass Media and its effects on the Health of Young Women in Thane city", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp173-180, May-2019, Available at : http://www.jetir.org/papers/JETIR1905129.pdf