Are+you+still+hungry?+The+consequences+of+media+pressure+on+Generation+Y.

Name: Erin McPhail Student number: n8295328 Tutor: Michelle Newcomb

**Artefact ** media type="youtube" key="Ei6JvK0W60I" height="315" width="420" align="center"

In 2010, skin care company Dove released the results of their global report called ‘The Real Truth about Beauty’, fuelling the release of the advertisement video ‘Onslaught’. The video begins with a young girl on the screen, followed by multiple images of beauty products, advertisements, weight loss and cosmetic surgery. The video finishes with the same young girl on the screen and the words ‘talk to your doctor before the beauty industry does’. The bombardment of images on the screen represents the overwhelming presence and pressure that the media has in our lives, particularly for young people. The message portrayed in this advertisement aims to demonstrate the impact that advertising, media and society’s representation of ‘beauty’ can have on young minds.

** Public Health Issue ** Mental health plays a major role in the health burden on the Australian economy, contributing over fifteen percent of the total health burden in 2006 (Hickie, Davenport & Luscombe). A review of mental health by Simon, Schmidt and Pillingfound that eating disorders are responsible for a large part of this economic burden (2005). Concurrently, a study by Hay, Mond, Buttner and Darvy confirmed an increase in the prevalence of eating disorders in Australia for Generation Y (2008). Research suggests there is clear correlation between media-presented images of beauty and thinness and the negative effects on mood and body satisfaction (Heinberg & Thompson, 1995). This analysis will focus on changes between Generations X and Y, and the way in which advertising has influenced Generation Y to become consumer-obsessed individuals lacking self-esteem, prompting an increase in eating disorders.

**Literature Review**  Diagnosis of eating disorders follows the Classification Scheme of General Mental Disorders, ICD 10 and DSM IV (Palmer, 2003). Classification of eating disorders is rated very poorly in the general classification of mental disorders, with the disorder split into two parts AN (Anorexia Nervosa) and BN (Bulimia Nervosa) (Palmer, 2003). Thaw, Williamson and Martin discussed the idea that obvious problems exist in relation to symptoms of extreme dieting, fear of becoming fat and concern about body weight (as cited in Sloan, Mizes & Epstein, 2004). This is due to the fact that all of these exist as overlapping and interrelated symptoms of both AN and BN in the current classification scheme (Sloan, Mizes & Epstein, 2004).

According to a study by Borzekowski and Bayer (2005), up to one percent of all girls, women in late adolescence and women in early adulthood will suffer from Anorexia Nervosa, while Bulimia Nervosa affects one to three percent. The Australian Bureau of Statistics described the overwhelming number of young women who desire to be thin, and who suffered from an eating disorder, as an “epidemic” (2001). Another recent Australian study by Grigg, Bowman and Redman on adolescent females found that thirty-three percent had disordered eating behaviours, fifty-one percent stated that they had tried to lose weight within the past month, and an alarming seventy-seven percent said they wanted to lose weight (as cited in Borzekowski & Bayer, 2005). In a study of //underweight// adolescents, over fifty-seven percent of individuals surveyed said they thought their weight was “about right” (O’Dea & Am, 2011). Studies confirm an increase in eating disorders over the past fifty years, validating higher rates of eating disorders for Generation Y, in comparison to Generation X (Borzekowski & Bayer, 2005).

In the past ten years, numerous studies have explored the relationship between eating disorders and suicide. A study released in 2010 found that almost six percent of individuals suffering from Anorexia Nervosa and an overwhelming twenty-eight percent suffering from Bulimia Nervosa had attempted suicide at least once (Fennig & Hadas). The same study also found that individuals who suffered from an eating disorder experienced suicidal behaviours at a rate which surpassed that of other psychiatric disorders (Fennig & Hadas, 2010). Interestingly, research also reveals that women with eating disorders who practise purging behaviours, such as induced-vomiting or misuse of laxatives, are more likely to attempt suicide (Youssef et al., 2004). Multiple studies have established a link between eating disorders and an increased prevalence of suicide and suicidal tendencies. The Australian Bureau of Statistics confirms these statistics, finding that suicide amongst females has been increasing since the 1960’s, and rates are continuing to climb (2001).

 Researchers also focused on the correlation between eating disorders and self-criticism and found that self-criticism is the mediating factor between high personal standards and perfectionism, common traits in individuals suffering an eating disorder (Fennig et al., 2008). Conclusions have also been drawn by researchers that self-criticism has a strong link with obsessive personality traits, and both have a connection to starvation and eating disorders (Fennig et al., 2008). A research report released in 2006 stated that self-criticism was commonly seen in individuals with eating disorders who felt they were failing to meet their strict self-imposed eating and exercising standards (Buttu, 2006). Among young female adolescents of Generation Y, forty-four percent were trying to lose weight, five percent were //always// dieting, and nineteen percent were not overweight but thought they were (Smolak, 2005). Research has investigated the idea that body image issues have been deeply embedded within women for a very long time, with evidence dating back to medieval catholic women starving themselves to show self-control and gain respect (Smolak, 2005). However, if body image problems and eating disorders have been manifesting within women for centuries, then what has caused this increase among Generation Y in particular?

The dramatic increase in media, advertising and popular culture for Gen Y compared to Gen X is undoubtedly the strongest contributor to the increase in body dissatisfaction and eating disorders. It wasn’t until their teenage years that Generation X were first viewing cable television. The letters ‘MTV’ meant nothing to these teenagers, and online shopping, Facebook and Apple were all foreign terms (Paul, 2001). Conversely, from the moment Gen Y could see and hear, they have been inundated with advertisements portraying the sexually desirable and beautiful female as a super-slim, well groomed, toned and scented woman, with immaculate make up and clothes (Story, 2009). A study conducted around women’s magazines not only confirmed that thin bodies dominated throughout, but also that the female figure had become noticeably thinner since the 1930’s (Paul, 2001). One in three advertisements that a Gen Y will be exposed to on a daily basis has an underlying ‘attractive-based’ message, a statistic which has proved to wreak devastating long term effects on their self esteem (Paul, 2001).

 Some controversy has risen in regards to some research and studies regarding limitations and methodologies. For example, Crow, Agras, Halmi, Mitchell and Kraemer discussed whether appropriate classification measures can separate individuals who comply entirely with diagnoses classification, and those who partially comply with criteria for AN and BN (as cited in Sloan, Mizes & Epstein, 2004). This classification problem has brought about the vague classification scheme EDNOS (eating disorder not otherwise specified). EDNOS generates controversy within the medical community, as there are many unanswered questions such as the clinical meaning and long-term outcome and treatment of ENDOS ( Palmer, 2003). Diagnosing a patient with EDNOS is often seen as somewhat of a ‘fall-back’ diagnosis, clearly a concerning concept considering that EDNOS comprises one third of all eating disorder patients (Sloan, Mizes & Epstein, 2004). Generation Y are exposed to television media, advertising, internet, and print media at rates far exceeding any previous generation (Dereene & Beresin, 2006) and the consequences of this powerful media presence are becoming apparent. Whilst family dynamics and social groups have been traditionally seen as the cause of Anorexia and Bulimia, medical experts today are drawing far stronger ties between the disease and media pressure (Dereene & Beresin, 2006). Correlations can be made between the dramatically younger age of media exposure in Generation Y, and recent statistics confirming diagnosis of eating disorder onset at a younger age and with a far greater frequency.

**Social and Cultural Analysis** From the curvaceous Marilyn Monroe in the 1960’s to the skeletal Kate Moss of today, the ideal body type has changed dramatically between Generations X and Y. According to Borzekowski and Bayer, the ideal female body is now thirty percent thinner (2005). Generation Y individuals are undergoing a critical transition period of physical, psychological and social change at a time when the body image of an adolescent is at the height of construction (Borzekowski & Bayer, 2005). The media has been identified as the major source of social and cultural influences on body image in adolescents and young adults, but what is the relationship between the media and the prevalence of eating disorders among Generation Y?

Media has a powerful capacity to influence audiences and alter opinions and perceptions of social norms (Polivy & Herman, 2002). Media remains the dominant influence on eating behaviours and body image, perpetuating the ideal slender body in a loud and aggressive display of advertisements and articles (Borzekowski & Bayer, 2005). A study conducted on young, female adults found that exposure to magazine pictures of ‘perfect’ and extremely underweight models created feelings of immense body dissatisfaction, depression and insecurity (Mastronardi, 2003). Increases of over one-hundred and seventy percent in body modification procedures such as breast enlargements between1997 and 2003 (Borzekowski & Bayer, 2005) echo this trend.

<span style="color: #000000; font-family: Arial,Helvetica,sans-serif; font-size: 110%;">Many of the issues emerging as a result of media representation of women conform to the philosophical and sociological opinions of influential feminist theorist and writer, Simone de Beauvoir whose opinions influenced many during the seventies. De Beauvoir described women as being torn between submissive self-estrangement (a term developed by theorist Karl Marx on alienation) established by society’s cultural pressure on women to be feminine, and their want to be full human beings (Constable, 2004). Women today are still torn between cultural norms and society’s pressure to be “younger, smaller, tighter, thinner, fuller, lighter, softer” (Dove, 2011), and just being themselves. According to de Beauvoir, feelings of inadequacy amongst young women result from repeated disappointment in acknowledgement of their bodies, exacerbated by the emergence of women as sexual objects (Constable, 2004).

<span style="color: #000000; font-family: Arial,Helvetica,sans-serif; font-size: 110%;">Feminist writer Naomi Wolf also investigated this concept and in 1991 predicted that the repercussions of this pressure on women’s physical appearance would trigger an exponential increase in eating disorders, cosmetic surgery and more. Society’s definition of beauty comes from //outside// women and is constructed by the media and advertising (Wolf, 1991). These ‘indexes’ aim to lower women’s self esteem and manipulate women to feel the need to improve their appearance by spending and consuming (Wolf, 1991). Wolf further claimed that “this process will continue with every effort women make to reform the index until we change our relationship to the index altogether” (1991). In other words, until media, advertising and cosmetic industries change this unrealistic portrayal of beauty, women will not begin to feel truly comfortable in their own skins. Unfortunately, these indexes are greatly invested in maintaining the status quo of today’s media-fuelled society, and change seems highly unlikely. The media giants, beauty industry and advertising companies literally rely on this sexualisation of females to fuel consumerism and ultimately their income.

<span style="color: #000000; font-family: Arial,Helvetica,sans-serif; font-size: 110%;">Studies indicate some success in altering body image perceptions and eating disorders by teaching media literacy and advocacy skills to young people (Borzekowski & Bayer, 2005). Evidence suggests that although some programs successfully address unhealthy attitudes and behaviours regarding food, weight and body image, public policy and government legislation surrounding ‘censored media’ has a much greater population effect on promotion of positive body image (Borzekowski & Bayer, 2005). Dove’s campaign has attempted this population approach, aiming to positively influence body image and redefine beauty standards on a larger scale (Millard, 2009). Rather than marking the media as the ‘enemy’, Dove is working with the cause to develop improved outcomes. However, a beauty company promoting the absurdity of the beauty industry has naturally been a controversial issue and experts agree that one single campaign won’t solve the problem (Kollock, 2005). As mentioned previously, the beauty industry and larger corporations profit from promoting retouched perfection to women. It would be optimistic to recommend that all beauty and advertising companies adopt the ‘untraditional’ and ‘real women’ approach to advertising displayed by Dove. Realistically, such change is unlikely.

<span style="color: #000000; font-family: Arial,Helvetica,sans-serif; font-size: 110%;">This analysis has established a clear correlation between beauty industry advertising, increased body image problems and eating disorders amongst Generation Y. Whilst campaigns such as Dove’s Campaign for Real Beauty are a step in the right direction, it is difficult to envisage the entire beauty industry jeopardizing their billion dollar profits gained from consumerism to conform to these ideas. Consequently, self-esteem and levels of disordered eating in future generations is unlikely to improve. Although creating awareness is key in helping to improve this public health issue, improvement is difficult without tackling it from the most prominent and influential source, the media industry.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 160%;"> **Analysis and Reflection**

<span style="color: #000000; font-family: Arial,Helvetica,sans-serif; font-size: 110%;">The ‘Onslaught’ advertisement represents the way in which the beauty industry has warped the definition and individuality of ‘beauty’ in today’s society. The Dove advertisement is constructed with images of a young girl at the beginning and end of the video, prompting the viewer to consider the effects of media and advertising on the minds of young people. This artefact has a strong correlation to the effects that advertising and the beauty industry has had on young women of Generation Y. Constantly striving for an image of perfection demonstrated through advertising, young women of today experience higher rates of body image problems and eating disorders than ever before.

<span style="color: #000000; font-family: Arial,Helvetica,sans-serif;"> Growing up a part of the Generation Y cohort, I have seen firsthand and personally felt the issues which can arise from the massive amount of pressure that the beauty industry, advertising and the media in general exerts on the young women of today. This analysis has opened my eyes to the true impact of the beauty industry felt by women. It has also triggered a far greater understanding of the way in which straying from the ‘ideal’ body perpetuated by advertising has often been the cause of personal body dissatisfaction I have experienced over the years.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 160%;">**References**
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Australian Bureau of Statistics. (2001). //Year Book Australia, 2001 (Statistical Division)//. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Australian Bureau of Statistics. (2001). //Year Book Australia, 2001 (Statistical Division).// Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Borzekowski, D.L.G., & Bayer, A.M. (2005). Body image and media use among adolescents. //Adolescent Medicine Clinics, 16//(2), 289-313. doi: 10.1016/j.admecli.2005.02.010
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;"> Buttu, D. (2006). Perfectionism, appearance self-criticism, and appearance overgenerlization: A self-punitiveness risk model for eating disorder symptoms. Paper presented at ProQuest. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Constable, L. (2004). Unbecoming sexual desires for women becoming sexual subjects: Simone de Beavoir (1949) and Cather Breillat (1999). //MLN, 199//(4), 672-695. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Dereene, J.L., & Beresin, E.V. (2006). Body Image, Media and Eating Disorders. //Academic Psychiatry, 30//(3), 257-261. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Dove. (2011). Campaign for real beauty: Evolution [Video file]. Retrieved from [|http://www.dove.co.uk/cfrb/videos/videoplayer.html?v#v=http://edge.dove.com/US_en/10229/global/video/cfrb/evolution.flv]
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Fennig, S., Hadas, A., Itzhaky, L., Roe, D., Apter, A., & Shahar, G. (2008) Self-criticism is a key predictor of eating disorder dimensions among inpatient adolescent females. //The International Journal of Eating Disorders, 41//(8), 762-765. doi: 10.1002/eat.20573
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Fennig, S., & Hadas, A. (2010). Suicidal behavior and depression in adolescents with eating disorders. //Nordic journal of psychiatry, 64//(1), 32-39. doi: 10.3109/08039480903265751
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Hay, P.J., Mond, J., Buttner, P., & Darvy, A. (2008). Eating disorder behaviours are increasing: Findings from two sequential community surveys in South Australia. //Public Library of Science, 3//(2), 1-5. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Heinberg, L.J., & Thompson, J.K. (1995). Body image and televised images of thinness and attractiveness: A controlled laboratory investigation. //Journal of Social and Clinical Psychology, 14//(4), 325-338. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Hickie, I.B., Davenport, T.A., & Luscombe, G.M. (2006). Mental health expenditure in Australia: Time for affirmative action. //Australian and New Zealand Journal of Public Health, 30//(2), 119-122. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Kollock, P. (2005, August 25). Advertisements may be changing perception of real beauty. //US Fed News Service, Including US State News.// Retrieved from [|http://proquest.umi.com.ezp01.library.qut.edu.au/pqdweb?index=0&did=1284700581&SrchMode=1&sid=1&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1320024207&clientId=14394#indexing]
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Mastronardi, M. (2003). Adolescence and Media. //Journa of Language and Social Psychology, 22//(1), 83-93. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Millard, J. (2009). Performing beauty: Dove’s Real Beauty campaign. //Symbolic Interaction, 32//(2), 146-168. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">O’Dea, J.A., & Am, N.K. (2011). Perceived and desired weight, weight related eating and exercising behaviors, and advice received from parents among thin, overweight, obese or normal weigh Australian children and adolescents. //The International Journal of Behavioral Nutrition and Physical Activity, 8//(1), 1-8. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;"> Palmer, B. (2003). Dianosing eating disorders – AN, BN and the others. //Acta psychiatrica Scandinavica, 108//(3), 161-162. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Paul, P. (2001). Getting inside Gen Y. //American Demographics, 23//(9), 42-49. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Polivy, J., & Herman, C.P. (2002). Causes of eating disorders. //Annual Review of Psychology, 53//(1), 187-213. Retrieved from: []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Simon, J., Schmidt, U., & Pilling, S. (2005). The health service use and cost of eating disorders. //Psychological Medicine, 35//(11), 1543-1551. doi: 10.1017/S0033291705004708
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;"> Sloan, D.M., Mizes, J.S., & Epstein, E.M. (2004). Empirical classification of eating disorders. //Eatin Behaviours: an International Journal, 6//(1), 53-62. Retrieved from [|http://www.sciencedirect.com.ezp01.library.qut.edu.au/science?_ob=MiamiImageURL&_cid=272176&_user=62921&_pii=S1471015304000534&_check=y&_origin=gateway&_coverDate=31-Jan-2005 &v ie w=c&wchp=dGLzVlt-zSkWA&md5=88aaab67381a034b783749901810085f/1-s2.0-S14710153 04000 5 34-m ain.pdf]
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Smolak, L. (2005). Eating disorders in girls. //Handbook of Behavioral and Emotional Problems in Girls, 6//(1), 463-487. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Story, V. (2009). Women in advertising: Representations, repercussions, responses. //Irish Marketing Review, 20//(1), 9-22. Retrieved from []
 * <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Youssef, G., Plancherel, B., Laget, J., Corcos, M., Flament, M.F., & Halfron, O. (2004). Personality trait risk factors for attempted suicide among young women with eating disorders. //European Psychiatry, 19//(3), 131-139. doi: __10.1016/j.eurpsy.2003.11.005__

**<span style="font-family: Arial,Helvetica,sans-serif; font-size: 160%;">Reflective Comments ** __Reflective Comment One:__ Ben, I think you did an excellent job in analysing this very important and prominent issue within today's society. As a member of generation Y myself, I am very much aware of the phonomenally large presence that alcohol consumption has within my own friendship groups and our generation as a whole.

I am impressed and interested by Robert Merton's anomie theory that you discussed. Merton's five methods outline the effects and somewhat 'hold' that drinking appears to have on today's younger generations perfectly. I also agree that popular culture and the media industry have a massive influence on the ideas and social and cultural norms felt within generation Y. I also agree that bands such as LMFAO (and numerous others) releasing songs somwhat encouraging binge drinking, is not only dangerous and innapropirate, but it is extremely irresposible.

All in all, a fantastic analysis of a very controversial and important issue!

__Reflective Comment Two:__ The issue of unemployment rates for disbaled people is clearly a very serious topic, however unfortuately is something that I knew nothing about and has honestly rarely crossed my mind. I found reading your analysis as an eye opening experience into a very important issue, which I now know affects a large group of the Australian population.

Your indepth research provided excellent statsitics, and comparisons between generation X and Y. It clear from your paper that although this issue has improved over the years, there is still along way to go! Personally, I think drawing Marx's theory on 'alientation' was the perfect connection with your topic.

I was also thoroughly impressed by your link between the skills shortage in Australia and using people with disabilities to resolve some of these shortages. This concept is a very valid proposal and shows your indepth knowledge of this issue.

An enjoyable and informative read, excellent job Mark!