Original Research: The Effect of Anime on Women’s Body Image and BMI
Assignment Objective:
Engage in communication inquiry
Assignment Description:
As my final project for Mass Communication Theory, a senior capstone, students conducted an independent project throughout the entirety of the semester. Choosing between different project structures, I chose original research that revolved around the effect of anime on women's body image and body mass index (BMI).
Our own schedule was arranged, setting manageable goals every week to complete our project by the due date of exam week. I broke my final paper up into its components and set each section to be due every week. I first collected my data, completing initial research and creating a survey that collected information on anime viewership, body image and their BMI. This survey can be viewed at https://snc.qualtrics.com/jfe/form/SV_6PrszkqqgfzY3XL This data is displayed an analyzed in my final paper.
While hypothesizing that anime would impact body image and BMI, none of my hypothesis were proven correct.
View the paper below or as PDF:
https://drive.google.com/file/d/1xa3QgfmyMcJ1XHpRub6Xb39ViOLpo16F/view?usp=sharing
The Effect of Anime on Women’s Body Image and BMI
Abstract
Previous research has demonstrated that television has the potential to damage an individual's body image, increasing the likelihood of disordered eating, excessive exercising, eating disorders, among others. This research is reinforced by cultivation theory. Using these results, one can predict that, while little research has been conducted in this area, that increased anime viewership can cause increased body dissatisfaction and a lower Body Mass Index (BMI). A survey was used to collect data, including but not limited to height and weight for BMI, the frequency of anime viewership and body image as measured by the body esteem scale. A small sample of adult women (N=19) were considered in the analysis. Using IBM SPSS statistics software, it was found that there was no correlation between anime viewership and BMI or body dissatisfaction. This contrasts with the initial research. A number of changes could be made to future research in anime and body image so as to comply with cultivation theory’s predictions. These include conducting an experiment, longitudinal research and increasing the sample size.
The Effect of Anime on Women’s Body Image and BMI
With the rising popularity of anime in the United States, a great number of people can say that they have viewed at least one anime. Despite its popularity, very little social scientific research exists in this area, particularly surrounding the effect of body image on women. Poor body image in individuals may lead to negative effects such as increased social anxiety, excessive exercising, disordered eating and eating disorders (Frederick, et al., 2016).
Body Image in Anime
While character design varies from anime to anime, women are often displayed as unrealistic figures built with large breasts, thin waists and large hips (Kinkaid, 2016). Their clothing is unnecessarily sexy, often revealing and tight fitting to exaggerate the female body (Anime in America: The Adverse Affect on Women, 2020).
Cultivation Theory
The effect of anime body image on women can be explained via cultivation theory, which theorizes that “stable, repetitive, pervasive and virtually inescapable patterns of images and ideologies” causes a “cumulative effect over long periods of time” (Belden, 2010, p. 22). According to Belden (2010), five constructs make up cultivation theory. The first suggests that both beliefs and behaviors are affected by the repetitive exposure to the mass media message, in this case body image, being conveyed. The second: this effect differs between people who watch a lot of television versus those who do not. The third concept describes cultivation theory as a “magic window,” providing a view into the real world (Belden, 2010, p. 23). The fourth construct asserts that the more television that a person watches, the more that their views will compare to those that watch an equal amount of television. Finally, the effect of the cultivation theory is amplified when the viewer is both a heavy viewer and matches the circumstances displayed on television. In this study’s case, a woman who is also a heavy viewer. While the majority of cultivation research involves the effect of violent television, this research also extends to racism, gender stereotyping, feelings of alienation, affluence, the age, anxiety, civil liberties, quality of life, among others (Belden, 2010, p. 24)
Cultivation and Body Image
In the media, more generally, the ideal woman features large breasts and a slender body, growing exponentially thinner over the last 30 years. Very few media figures today are found overweight (Borzekowski et al., 2005, p. 298).
In television, women’s appearances and bodies are perceived as above average. Women on the television are often thinner and, therefore, more attractive (Eisend et al., 2006, p. 103). As a result of cultivation theory, it has often been found that TV viewing increases body dissatisfaction, and causes often negative behaviors, such as eating disorders, to reach that ideal (Eisend et al., 2006, p. 101). Approximately one hundred studies have provided evidence for the negative effects of media on body image (Ferguson et al., 2011, p. 460). A survey of 11,000 participants revealed that those who wanted to replicate the appearances of media figures expressed greater concern about their weight and likelihood of purging (Hogan et al., 2008, pp. 521-546). An experiment investigated whether thinness depicting and promoting (TDP) media led to body distortion. Participants were asked to view and report on their exposure via survey to 40 programs on prime-time television and sports. It was found that exposure to prime-time television predicted disordered eating (Bissell et al., 2004, pp. 5-21).
Hypotheses
Based on cultivation theory and prior research that suggests that television increases body dissatisfaction and disordered eating I expected to find that:
H1. The more often a woman views anime, the greater dissatisfaction they will experience with their face, upper body, lower body and physical health.
H2. The more often a woman views anime, the lower their body mass index (BMI)
Methods
The following methods were used to test the hypotheses. This project received approval from the SNC IRB prior to data collection.
Participants
19 women between the ages of 18 and 99 participated in this study (M= 31). Men under the age of 18 were eliminated from the study. While majority participants (14) were from the United States, five participants were from outside the states, including the Democratic People’s Republic of Korea, Ukraine, the United Kingdom of Great Britain and Northern Ireland, Canada and Switzerland.
Procedures
Participants were first informed that by taking this survey, they consented to their data being used in the analysis. A 15 minute survey containing 15 questions about body image, anime viewership and demographics was distributed via a promotional video on fan-forums, Facebook and Tik-Tok. Data was collected via Qualtrics.com.
Measures
Body image was measured using the Body Esteem Scale (Franzoi & Shields, 1984). This scale requires participants to rate 35 parts or functions of their body on a 5-point likert scale: 1= Have strong negative feelings, 2= Have moderate negative feelings, 3= Have no feeling one way or the other, 4= Have moderate positive feelings and 5= have strong positive feelings. The most relevant of these 35 items were divided into four categories including face (nose, lips, ears, chin, appearance of eyes, cheeks/cheekbones, face), lower body (waist, thighs, buttocks, hips, legs, feet, stomach), upper body (biceps, width of shoulders, arms, chest or breasts) and physical health (weight, physical condition, health, figure or physique, body build, muscular strength). The mean for each category was computed for comparison. Anime viewership was measured according to options 1) never, 2) less than once a month, 3) 1-3 times a month, 4) once a week, 5) several times a week, 6) every day and 7) several times a day, as well as the selection from the top 50 anime movies or television shows that they had viewed within the last 12 months. Demographics including height and weight were recorded for the calculation of BMI.
Results
Descriptive Statistics
In rating anime frequency one through seven, a mean of 4.21 was calculated for all participants and, therefore, anime is watched on an average of between once a week and several times a week. From a list of 15 anime movies and 35 television shows, participants watched an average of five of the listed movies and six of the listed television shows. In rating their satisfaction with parts of their body one through five, averages were calculated for categories of face (M=3.1353), lower body (M=2.8722), upper body (M=3.0395) and physical health (M=2.8246). BMI was calculated from each participant’s height and weight, from which the average BMI (M=26.6780) was determined. This falls within the category of overweight.
Hypothesis 1
Hypothesis 1 predicted the positive relationship between the frequency of anime watched and body dissatisfaction as related to their face, upper body, lower body and physical health. Using IBM SPSS statistics software, no significant correlation was found between the frequency of anime viewership and categories of face, lower body, upper body and physical health. See Table 1 below for details.
None of the correlations in this table were significant.
Table 1
This disproves my hypothesis that increased anime viewership would lead to increased body dissatisfaction in face, lower body, upper body and physical health.
Hypothesis 2
Hypothesis 2 predicted that as the frequency of anime viewership increased, the participant’s BMI would decrease. Using IBM SPSS statistics software, no significant correlation was found between the frequency of anime viewership and BMI. See Table 2 below for details.
None of the correlations in this table were significant.
Table 2
This disproves my hypothesis that increased anime viewership would lead to a decreased BMI.
Discussion
I had hoped to recruit 100 or more participants but, due to the narrow target audience, I was only able to include 19 individuals in this study. This project is an academic exercise only. Of those included, it was clear that few were avid anime viewers. From a list of 15 most popular anime movies and 35 most popular anime television shows, only an average of five movies and six television shows had been viewed over the past six months. This may have contributed to the lack of relationship between anime viewership, body satisfaction and BMI, disproving my thesis. Cultivation Theory suggests that media affects viewer’s world views over time. While anime viewership was consistently measured within the last six months, participants watched inconsistent amounts and combinations of television and movies. The majority may not have been exposed to enough anime for long enough to make a significant impact on their body satisfaction or BMI. On the other hand, one participant had seen all anime movies and television shows listed, watching them several times a day. Their resulting BMI was calculated to be 11.26, with a poor rating for every body part scale. This individual falls within the severely underweight category, experiencing great body dissatisfaction. This example corresponds to the conclusions determined by previous studies involving cultivation theory
Limitations and Future Research
Several limitations may have contributed to this study’s surprising conclusions, contrasting with previous research. One limitation is the fact that a survey was used. Going forward with future research, an experimental design might better be suited. An experiment, unlike a survey, can determine cause and effect. In addition, the survey used in this study had participants think back to a time that they had watched anime, and reflect on their body image. If an experiment has been used, this information would have been collected in the moment. Further improvement of this project would be to implement a longitudinal design, which involves conducting the same experimental procedure at different points in time, and comparing those to see change in data. Furthermore, cultivation theory specifically focuses on the effects of television over a long period. Another limitation was the small sample size. A greater sample size would definitely improve the project, as 19 participants do not as well represent the population in comparison to my 100 participant goal.
While limited research has been conducted in this area, future research should be promoted. Becoming so popular, anime, like television, is predicted by cultivation theory to cause body dissatisfaction, disordered eating, excessive exercise, etc. By informing viewers about anime’s negative effects, they can be aware and make their own educated decisions about watching this form of entertainment.
References
Belden, A. K. (2010). As seen on TV: The relationship between body image and cultivation
(Doctoral dissertation, Oklahoma State University).
Bissell, K. L., & Zhou, P. (2004). Must‐See TV or ESPN: entertainment and sports media
exposure and body‐image distortion in college women. Journal of Communication, 54(1),
5-21.
Borzekowski, D. L., & Bayer, A. M. (2005). Body image and media use among adolescents.
Adolesc Med Clin, 16(2), 289-313.
Eisend, M., & Möller, J. (2007). The Influence of TV Viewing on Consumers' Body Images and
Related Consumption Behavior. Marketing Letters, 18(1/2), 101-116. Retrieved
September 9, 2020, from http://www.jstor.org/stable/40216707
Ferguson, C. J., Munoz, M. E., Contreras, S., & Velasquez, K. (2011). Mirror, mirror on the wall:
Peer competition, television influences, and body image dissatisfaction. Journal of Social and Clinical Psychology, 30(5), 458-483.
Frederick, D. A., Kelly, M. C., Latner, J. D., Sandhu, G., & Tsong, Y. (2016). Body image
and face image in Asian American and white women: Examining associations with
surveillance, construal of self, perfectionism, and sociocultural pressures. Body image, 16, 113-125.
Grabe, S., Ward, L. M., & Hyde, J. S. (2008). The role of the media in body image concerns
among women: a meta-analysis of experimental and correlational studies. Psychological
bulletin, 134(3), 460.
Hogan, M. J., & Strasburger, V. C. (2008). Body image, Eating Disorders, and the Media.
Adolesc Med, 19, 521-546.