The relationship between clothing advertisements, body image and self-esteem of adolescent girls

Abstract

The research study investigated the relationship between clothing advertisements, body image and the self-esteem of adolescent girls in the Boteti sub-district of Botswana. Consequently, the purpose of the study was to determine whether or not adolescent girls’ exposure to, and interest in, media clothing advertisements was related to their body image and self-esteem. A quantitative research approach was used and the population studied was adolescent girls at school. The sample was 195 adolescent girls, aged between 13 and 17 years, who were recruited from three secondary schools. The data collection instrument that was used was a questionnaire on demographics; bodily perception; and self-esteem consisting of questions with response scales. Statistical analysis was carried out using Statistical Analysis Software (SAS v 9.3). In terms of the research results, the mean age of the sample size (n=195) was 14.9 years (SD=3.06). Regarding semi-urban respondents, there was statistical evidence for relationships between media exposure and body image (behaviour and feelings).Thus, the null hypothesis (Ho) was rejected and an alternative hypothesis (H1) was accepted at a 10% level of significance. For media interest and body image (thoughts) the p-value of 0.1944 was between 0.1 and 0.2 and shows a tendency to association. The null hypothesis (Ho) could not be rejected for semi-urban respondents; whilst rural respondents p=0.0268 which was <0.05, the Ho was rejected and the H1 was accepted at a 5% level of significance. For the relationship between self-esteem and media exposure the p-value was 0.1701, which was between 0.1 and 0.2 for semi-urban respondents, the Ho was not rejected because there is a tendency toward association. Evidence for relationships was found between media exposure and interest and three aspects of body image (behaviour, feelings, and thoughts). However, the study did not find statistical evidence for relationships between most aspects of body image and self-esteem instead tendencies were established. The relationships and tendencies varied among rural and semi-urban respondents.