Abstract: The current study explored the effects of media exposure on men and women's body satisfaction, self-esteem, level of internalization of sociocultural ideals, and level of social comparison. Male and female undergraduates (N = 32) were exposed to television advertisements either with muscular men and thin women (sociocultural ideal group) or without those types of men and women (neutral advertisement group). Men were more satisfied with their bodies than women, and they internalized ideals less. Self-esteem and social comparison levels were similar for both men and women. In addition, exposure to physical-ideal advertisements did not appear to effect body satisfaction, self-esteem, or internalization. Also, the level of internalization increased as the level of social comparison increased. According to the U.S. Census Bureau (2006) Americans will spend approximately 3,592 hours this year on media usage with 1,704 of those hours being spent watching television. That is equivalent to spending five months using some form of media and watching about two and a half months worth of TV. It is only plausible to assume that something we spend so much of our time on has some affect on us. This idea has been the focus of a number of research studies (e.g., Bessenoff, 2006; Hawkins, Richards, Granley, & Stein, 2004). Many of these research studies have looked specifically at the ideals that the media portrays, and how those ideals (such as the thin-ideal) have affected how one views themselves. Both self-esteem and body satisfaction have been shown to be negatively effected by the media. That is why it is so important to understand the specific role that the media plays, what affect it has on one's wellbeing. Once the media's role is understood then ways can be found to reduce those damaging effects. In the following literature review the research studies that describe the media and its effects on men and women are explored. First, studies that address the general influence of the media and its separate influence on men and women are examined. Internalization of sociocultural ideals are described, as well as studies that address the media's effect on selfesteem and weight concerns. Also, body satisfaction in reference to how it is influenced by the media is presented, along with social comparison theory and its connection with the media's influence. Influence of the Media Many forms of media can be found all over the world. American society is especially involved in the use of the media. Americans are confronted with images of beautiful people, expensive must-haves, and the latest fashion almost everywhere they go. The mass media is the most powerful way to spread these images that represent sociocultural ideals (Tiggemann, 2003). One of most influential ideals spread by the media is society's ideal of beauty and attractiveness. The ultra-thin beautiful woman and the handsome muscular man are seen everywhere. And as the influence of media increases, the pressure to adhere to these ideals becomes greater. The standard of female attractiveness that the media portrays is becoming increasingly harder for women to live up to. Hawkins et al. (2004) stated that most of the women portrayed in the media are 15% below the average weight of women, and there has been evidence that these women have become increasingly thinner over the years. Not only are women pressured to be thin because of the beauty standard, but positive traits are also linked to this ideal of attractiveness (Greenberg & Worrell, 2005). Both men and women are confronted with pressures from the media to conform to society's attractiveness ideal. Unlike women, men are not pressured to be thin, but rather to be muscular. Media exposure has been shown to increase men's concern about muscularity and make them feel pressured to become more muscular (Botta, 2003; Hatoum, & Belle, 2004). The media often portrays that it is the strong handsome men who are popular and who get the beautiful women. Both men and women are faced with the demands that society places on them to conform to these ideals of attractiveness. Internalization of Sociocultural Ideals Sociocultural ideals, like the thin-ideal, are most influential when they are internalized. Internalization of sociocultural ideals of attractiveness is accepting or agreeing with social standards of beauty. Sometimes these ideals are internalized without one realizing that they are. Since media has a large part in spreading society's ideals it is no surprise that researchers have found that increased media consumption leads to increased internalization of the thin-ideal (e.g., Miller & Halberstadt, 2005; Tiggemann, 2003). Once that ideal in internalized it affects how one views their body and comparisons are made between their body and what society's standards are. Yet not everyone is affected by the thin-ideal. Some do not internalize this ideal, and therefore exposure to the media does not affect them as greatly. Posavac, Posavac, and Posavac (1998) suggested that there are two reasons why the media is not as influential on some people. They suggest that (a) their body is not much different than those of models presented in the media, or (b) physical attractiveness is not as important to them because they are confident in their skills and abilities. Even though some men and women are not affected by the thin-ideal there are still many that are, and their self-esteem can be a good indicator of the extent that the thin-ideal influences their lives. Self-Esteem and Weight Concern Self-esteem, a measure of how one feel's about oneself, can also effect how one feels about his or her weight. Having a high level of self-esteem can also help prevent the negative effects of the media's influence. Low self-esteem on the other hand can cause one to be more susceptible to media images. Research has shown that low levels of self-esteem in both men and women are predictive of more weight concern compared to those who have high levels of selfesteem (Hatoum & Belle, 2004; Posavac & Posavac, 2002). Not only does self-esteem affect weight concern and the media's level of influence, but self-esteem itself can be affected by the media. Research indicates that being exposed to thinideal images lowers self-esteem and increases the drive for thinness in women and the drive for muscularity in men (Bessenoff, 2006; Dohnt & Tiggemann, 2006; Hawkins et al., 2004; Hobza, Walker, Yakushko, & Peugh, 2007). Body Satisfaction and Self-Esteem Self-esteem levels have also been linked to body satisfaction. Usually when one is low the other is low as well. How an individual feels about his or her body is an important part of how he or she feels about themselves. Many individuals in today's society are not satisfied with their bodies. Researchers have found that this body dissatisfaction increases as self-esteem decreases (Bessenoff, 2006; Dohnt & Tiggemann, 2006; Hawkins et al., 2004). Since self-esteem and body satisfaction are related, it is no surprise that the media has just as strong an influence on body satisfaction as it does on self-esteem. Watson and Vaughn (2006) stated that sociocultural pressures to adhere to the ideal body image, as is reinforced by the media, is the cause for the large amount of body dissatisfaction found in many individuals, especially women. Exposure to media can not only cause body dissatisfaction, but body dissatisfaction can also cause one to be more apt to expose oneself to certain types of media that feed that dissatisfaction (Aubrey, 2006). Body dissatisfaction and self-esteem are also both affected by how an individual compares themselves to those media images. Social Comparison Theory Social comparison theory was first suggested by Festinger in 1954 (as cited in Wykes & Gunter, 2005). It states that individuals make comparisons between themselves and others who posses certain desired qualities or traits, and these comparisons help the individuals to establish their identity. Also, individuals differ in their tendencies to compare themselves to others. Those who are more likely to choose inappropriate comparison targets or to take part in upward comparisons are also more likely to be influenced by sociocultural ideals, especially those dealing with appearance (Wykes & Gunter, 2005). The more an individual engages in social comparison the more negative the media's influence will be. Social comparison theory can be seen as the chain that links together the media's effects on" internalization of ideals, self-esteem, and body dissatisfaction. Miller and Halberstadt (2005) found that men and women who were predisposed to social comparison were more aware of thinness norms and were more likely to internalize those norms. Researchers have also discovered that those who used social comparison where more affected by exposure to the thin-ideal and therefore had more weight concerns, more body dissatisfaction, and lower selfesteem (Bessenoff, 2006; Botta, 2003; Posavac & Posavac, 2OO2). The problem then rests in an individual's dependency upon comparison to others in an attempt to define themselves. Most of the research studies found similar effects from media exposure. Yet there were some limitations to some of the research that was done. Most of the research focused on white heterosexual women of collage or adolescent age. While there were some studies that used male participants, they were not nearly as numerous as the ones that had used female participants. Another limitation was the nature of the media sources that were used. Magazines were used the most as opposed to other types of media. The last major limitation was the lack of experimental research. Most of the research that was done used survey methods. It would be beneficial to use a design that is more experimental as opposed to only using surveys and questionnaires. The current research problem addressed the issue of whether or not social comparison leads to the int