![]() While some individuals may perceive themselves susceptible to the media impacts, some others may believe that they are resistant to the content of media. Perceived pressure from media can be entangled with the perceived effects of media on self. Ī sociocultural perspective argues that perceived pressure from media (both traditional and digital media) to conform to the published ideals leads to the internalization of unrealistic body standards, upward comparison, unhealthy appearance schemas and appearance preoccupation. Fitspiration became popular as the channel to promote healthy living focusing on diet and exercise, but it has eventually developed into a platform mainly hosting the images of thin bodies for females and muscular or hypermuscular bodies for males, which are associated with an ideal image for many individuals. In the increasingly digital world and the proliferation of social networking sites (SNS), Instagram has become one of the platforms for everyone to share appearance ideals using a hashtag, #fitspiration (a blended word combining ‘fitness’ and ‘inspiration’). ![]() ![]() These results accentuate the value of incorporating a potential mediator and moderator into the direct relationship between internal locus of control and perceived effect of media ideals on self to provide an enhanced understanding of this process and offer practical insights about the protective role of media literacy and negative effects of high BMI.įor years, the media has created a delusion that men and women should fit the narrowly defined standards of ideal societal appearance. However, BMI moderates the mediated relationship such that the negative relationship between internal locus of control and the perceived effect of fitspiration images through media literacy does not exert an effect on those with high BMI. Results show that internal locus of control is negatively associated with the perceived impact of fitspiration images on self, mediated by media literacy. The data analysis was performed using SPSS PROCESS macro. A sample of 321 Malaysian university students who were fitspiration viewers filled out a self-report questionnaire assessing internal locus of control, media literacy, perceived effect of fitspiration images on self, body satisfaction and BMI. This study also examined the importance of body mass index (BMI) as a moderating factor in the mediated model, where higher BMIs could weaken the relationship between internal locus of control and the perceived effect of fitspiration images mediated through media literacy. The present study investigated the relationship between internal locus of control and the perceived impact of Instagram fitspiration images on the self with media literacy as the mediating role in this relationship.
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