Data Research, Vol. 1, Issue 1, Dec  2017, Pages 29-42; DOI: 10.31058/ 10.31058/

Investigating the Cultivation Effect of Television Broadcasting and Online Media on Women, Beauty and Well-Being

Data Research, Vol. 1, Issue 1, Dec  2017, Pages 29-42.

DOI: 10.31058/

Eiman Medhat Negm 1*

1 Media Management and Marketing, Arab Academy for Science, Technology, and Maritime Transport, College of Management and Technology, Alexandria, Egypt

Received: 20 December 2017; Accepted: 5 January 2018; Published: 16 January 2018

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The aim of this study was to investigate the cultivation effect of television broadcasting and online media on women, beauty and well-being in Egypt. This study used mixed research approach in a sequential manner. The first phase of this study seeks to identify the false social reality, which the media cultivates into actual society in regards to women physical appearance. The purpose in this section is to reveal how media (including western media) has cultivated the Arabs’ opinion of beauty and physical attractiveness. Five focus groups were conducted. Each group contained average of eight female participants of different age ranges. The second phase of this study assessed the cultivation theory impact of both the traditional and nontraditional media outlets - to find out the possibility of various media cultivating effect related to outlining and communicating messages on beauty and physical attractiveness. A cross-sectional survey was conducted amongst 384 female students, using consumers intercept data collection method. The findings indicated a strong relationship between television viewing and use of online media changes of the concept of social realities. Women who are heavy watchers of television and Internet, her concept of social realities will be changed. Thus, beauty ideals bursting in media is cultivating women’s thoughts and behaviors. The findings also showed that there is a strong relationship between use of online media and behavior intentions, which means if an individual is an intensive user of online media, she would intend to follow certain beauty tips read.


Audience perception, Beauty, Body Image, Cultivation Theory, Mass Media, online Media, Physical attractiveness, Television Viewing


© 2017 by the authors. Licensee International Technology and Science Press Limited. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


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