Skip to main content
Shaping perception – Analysing the long-term effects of marketing on females’ body image and self-perception in the UK 

Abstract

Body dysmorphia and disordered eating behaviours are, once again, experiencing a concerning rise. According to the National Institute for Health and Care Excellence (NICE, 2024), hospital admissions in England for eating disorders surged by 84% between 2015 and 2016 and between 2020 and 2021. This alarming trend has been correlated with increased social media use, particularly among individuals aged 11–24, with young women being disproportionately affected. However, it is important to recognise that societal pressures related to weight and appearance are not exclusive to the digital age. These pressures have long existed, evolving in form and intensity over time.

In contemporary society, we are often told that ‘beauty is only skin-deep’ and that it is ‘in the eye of the beholder’. But what happens when the beholder is, in fact, the media? When the pervasive messages of society encourage individuals to ‘love yourself’, how can one reconcile this with the fact that the media frequently portrays individuals who resemble us and yet labels them as ‘fat’? This contradiction creates a paradox, leaving many individuals struggling to align these conflicting messages about self-worth and body image.

This article aims to explore the experiences of women who grew up during a time when the ‘heroin chic’ aesthetic was considered the beauty ideal. It seeks to critically assess the long-term impact of media-driven fat-shaming on women’s self-perception. Specifically, the article will examine whether these media portrayals have contributed to the development of distorted body image, unhealthy eating behaviours, and broader mental health challenges. By delving into the societal and media factors that shaped the perceptions of women during this era, this research aims to uncover the lasting effects of such beauty standards on the well-being of women and their relationship with food and self-image.

Keywords

Body Dysmorphia, Disordered Eating, Eating Disorders, Body Image, Fat-Shaming, Media Influence, Beauty Standards, Self-Perception, Women's Mental Health

How to Cite

Kingston, H., (2026) “Shaping perception – Analysing the long-term effects of marketing on females’ body image and self-perception in the UK ”, Fields: journal of Huddersfield student research 11(1). doi: https://doi.org/10.5920/fields.1786

140

Views

60

Downloads

Share

Author

Downloads

Issue

Publication details

Licence

Creative Commons Attribution 4.0

Identifiers

Peer Review

This article has been peer reviewed.

File Checksums (MD5)

  • Fields_1786_Kingston: 4f3616e2998ce2280de3d8d960317cf6
  • Fields_1786_Kingston: 4f3616e2998ce2280de3d8d960317cf6