The mass marketing of disordered eating and Eating Disorders: The social psychology of women, thinness and culture

Contrasting the pervasive belief that Eating Disorders are primarily psychiatric in nature, we contend that they are also symptomatic of a social problem. Eating Disorders and disorderly eating are also culturally-induced diseases promoted partly by economic and social institutions that profit from the “cult of thinness” promoted by the mass media. There is a lucrative market associated with Eating Disorders, and the advertising, weight-loss, diet-food, fitness, and cosmetic surgery industries are well aware of it. Yet, not all women exposed to these influences via mass media go on to develop body dissatisfaction and Eating Disorders. To fully understand how specific women become exposed to and are impacted by the mass marketing of beauty ideals via the mass media, it is important to take a social psychological perspective on the problem. We explore four social psychological theories—cultivation theory, gratifications and uses theory, social comparison theory and objectification theory, which taken together, form a “nexus of influence” and provide important clues to our understanding of the pervasive influence and impact of these industries on the development of Eating Disorders in women. We also address potential solutions to the problem. We specifically discuss how to use empowerment education to integrate solutions including: a re-visioning of femininity, social activism, education, and media literacy.