Television,Gender Norms,and Tanning Attitudes and Intentions of Young Men and Women |
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| Authors: | Hyunyi Cho Jounghwa Choi |
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| Institution: | 1. Department of Communication , Purdue University hcho@purdue.edu;3. School of Communication , Hallym University |
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| Abstract: | This study investigated whether and how exposure to tanned images on television is related to tanning attitudes and intentions among men and women, using the influence of presumed influence model (Gunther & Storey, 2003
Gunther , A. C. , &
Storey , J. D. ( 2003 ). The Influence of presumed influence . Journal of Communication , 53 , 199 – 215 .Crossref], Web of Science ®] , Google Scholar]). The model showed a better fit with the male rather than female sample. In addition, among males, exposure to tanned-men images on television was directly associated with protanning attitudes and was indirectly associated with protanning intentions. Corresponding direct and indirect associations were not found among females. Instead, the results suggest females may project their own protanning intentions into the estimation of protanning norms among male and female peers. These results suggest the social perceptual processes underlying the link between television exposure and tanning tendencies of men and women may differ. |
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| Keywords: | Gender Norms Media Tanning |
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