How Standard Beauty Ideals Offered by Fashion Brands affect Body Dysmorphic Disorder and Self-Esteem in Men

Abstract

The present study investigated beauty ideal-related implications for men by exploring the effects of body positive and body idealistic images, as presented by fashion brands and social media, on body dysmorphic disorder (BDD). BDD is heavily linked to negative body image and low self-esteem, and will therefore be measured on these variables. Efforts to include men in the body positive movement have been rather spare. The movement’s purpose was to empower women of all shapes and sizes by posting images of models that are more representative of the general public. Therefore, it is hypothesized that body idealistic images have negative effects on both body image and self-esteem, whereas body positive images have positive effects. Subsequently, it was hypothesized that these body idealistic images pose a greater threat to BDD. Lastly, it was hypothesized that body image related issues are indifferent amongst men and women. Participants were exposed to either nothing, body idealistic images or body positive images followed by questionnaires that would measure body image, BDD, self-esteem and sociocultural attitudes towards appearance. Results indicated that body idealistic images have a negative effect on men’s self-esteem, and body positive images have a positive effect. This study does not indicate whether body idealistic images pose a greater threat to BDD, but it has shown that there are no gender differences. Taken together, the results indicate that men should receive equal treatment in online portrayed beauty ideals for the sake of their self-esteem.