This girl can #jointhemovement: Effectiveness of physical functionality-focused campaigns for women’s body satisfaction and exercise intent

Kate Mulgrew; Karen McCulloch; Emily Farren; Ivanka Prichard; Megan S C Lim

doi:10.1016/j.bodyim.2017.11.007

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This girl can #jointhemovement: Effectiveness of physical functionality-focused campaigns for women’s body satisfaction and exercise intent

Journal article

Peer reviewed

This girl can #jointhemovement: Effectiveness of physical functionality-focused campaigns for women’s body satisfaction and exercise intent

Kate Mulgrew, Karen McCulloch, Emily Farren, Ivanka Prichard and Megan S C Lim

Body Image, Vol.24, pp.26-35

2018

DOI: https://doi.org/10.1016/j.bodyim.2017.11.007

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Abstract

media campaign

physical functionality satisfaction

appearance satisfaction

social comparison

exercise

body functionality

We tested the effectiveness of exposure to two functionality-focused media campaigns, This Girl Can and #jointhemovement, in improving state appearance and physical functionality satisfaction, exercise intent, and protecting against exposure to idealised imagery. Across two studies, 339 (Mage = 24.94, SD = 4.98) and 256 (Mage = 26.46, SD = 5.50) women viewed the campaign or control video, followed by images of models who were posed or physically active, or images of landscapes. State satisfaction and exercise intent was measured at pre-test, post-video, post-images, and 1-week follow-up. Social comparison was measured at post-images. Viewing either campaign produced higher appearance satisfaction and exercise intentions than the control video. Effects weren't maintained after viewing idealised imagery or 1 week later. Further, the campaigns did not decrease social comparisons when viewing idealised imagery. Results can inform agencies about campaign effectiveness and suggest that women benefit from campaigns that feature non-idealised depictions of women exercising.

Details

Title: This girl can #jointhemovement: Effectiveness of physical functionality-focused campaigns for women’s body satisfaction and exercise intent
Authors: Kate Mulgrew (Author) - University of the Sunshine Coast - Faculty of Science, Health, Education and Engineering
Karen McCulloch (Author) - University of the Sunshine Coast - Faculty of Science, Health, Education and Engineering
Emily Farren (Author) - University of the Sunshine Coast - Faculty of Science, Health, Education and Engineering
Ivanka Prichard (Author) - Flinders University
Megan S C Lim (Author) - Monash University
Publication details: Body Image, Vol.24, pp.26-35
Publisher: Elsevier BV
Date published: 2018
DOI: 10.1016/j.bodyim.2017.11.007
ISSN: 1740-1445
Organisation Unit: School of Social Sciences - Legacy; University of the Sunshine Coast, Queensland; School of Health - Psychology; School of Health and Behavioural Sciences - Legacy
Language: English
Record Identifier: 99450326202621
Output Type: Journal article

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Collaboration types: Domestic collaboration
Web Of Science research areas: Psychiatry; Psychology, Clinical; Psychology, Multidisciplinary

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