Why Is It…?

“Why Is It…?” was designed by Dr. Steiner to address readers’ questions about human behavior from a social psychological perspective in order to inform and stimulate dialogue about the ways in which our thoughts, feelings and behaviors are influenced by the presence of other people. Dr. Steiner holds a Ph.D. in Applied Social Psychology. In addition to working as a university professor over the last 15 years, she conducts individual and group consultations in matters of social relationships and behavior. Readers are invited to submit their questions anonymously in one paragraph or less to Dr. Steiner at [email protected].

Q: Why is it…that I always feel so down after looking at fashion magazines?

I’m in my early twenties and my friends and I frequently flip through fashion magazines like Cosmopolitan and Glamour to keep up on the latest trends in clothing, hairstyles, make-up, and dating advise. While we enjoy this activity, I often find myself feeling really bad about myself afterwards. Why is it that reading about how to better myself as a woman only leaves me feeling worse inside?

A: Your question is an insightful one, as most women are unaware of the negative effects that exposure to fashion magazines may have on their self-perceptions and psychological well-being. It is a well documented finding that within only 10 minutes of viewing an average fashion magazine, the self-esteem of female viewers drops substantially. Even casual exposure to the cover pages of these publications (that line the check-out counter at your local grocery store, for example) can have ill effects on female psychology.

If looked at with a critical eye, one can quickly surmise that the “ideal” images of physical female beauty are, for the most part, unrealistic and unattainable. The models pictured in these magazines have been digitally altered through computer enhancements (air-brushing away flaws or resizing the shape or length of various body parts). They have frequently undergone surgical procedures such as implants to increase breast size and collagen injections for fuller lips. In addition, even the topics highlighted in these publications have a negative impact on the health of female viewers. Whether addressing issues of body image (weight and figure), or techniques for “keeping your man satisfied” – the overall message is – we are not good enough the way we are naturally, and need help to be physically attractive and successful in our intimate relationships.

Being that most women tend to be relationship oriented, these personal criticisms (fear tactics) are taken to heart. And while the average female consumer scurries to buy product after product to enhance their appeal, the fashion and cosmetic industries are enjoying profits in the billions!

But why do women react so strongly? This matter can be addressed by exploring the concept of social comparisons. It has been argued that, as social animals, humans tend to compare themselves to others when determining their own worth (self-esteem). There are three types of social comparisons: upward, downward, and similar comparisons. When we engage in upward comparisons, we compare ourselves to those we consider to be better off than we are (better looking, wealthier, smarter, etc.). Downward comparisons involve comparing ourselves to others we consider to be worse off, while in similar comparisons, we are comparing ourselves to others who are “in the same boat.”

Each type of comparison has a direct impact on our self-esteem. Similar comparisons tend to maintain or stabilize our sense of worth (no-one got a raise at the office so we are no better or worse than anyone else). Downward comparisons tend to increase our self-esteem, as we see ourselves as superior to others (I’m the only one who got a raise – so I am better than the rest). While upward comparisons tend to harm our sense of self and lower our self-esteem (everyone got a raise but me).

As applied to your question, when women view fashion magazines, they expose themselves to constant upward social comparisons to females who are, in most cases, better looking, thinner, sexier, and more desirable to the men in their lives (or so we are led to believe). This has an immediate and devastating impact on the value women place on themselves and their abilities to attract and maintain intimate relationships. But as we all know, few of us have the time, money or energy to devote the resources necessary to approaching these unrealistic, and vain, artificial media standards. Indeed, we are far too busy multi-tasking with raising children, housework, jobs and just keeping our sanity!

So, the next time you view a fashion magazine (or any mass media representation of the “ideal” woman) see it for what it is – a corporate attempt to harvest dollars from female consumers by creating and perpetuating the fear that we are not good enough the way we are. Remember, as long as women remain psychologically and financially preoccupied with these “fashionable” superficialities, they will continue to suffer from low self-esteem, self-criticism, depression and eating disorders – pushing the attainment of economic, political and social equality further and further into the distant future.