The Influence of Presumed Media Influence on Women’s Desire to Be Thin

Abstract

This study investigated the effect of magazine use on the desire to be thin within the theoretical framework of presumed influence. Structural equation modeling supported the hypothesis that reading beauty and fashion magazines increased the drive for thinness both directly and indirectly. The indirect pathway included the perceived prevalence of the thin ideal in mass media, the presumed influence of the thin ideal on others, and the perceived influence of the thin ideal on self. Social pressure to be thin may be based both on reality and the presumption of influence on others. Results suggest potential strategies for intervention.