Materialistic Values and Body Objectification of Female Students Case Study: (Urmia University)

Articles in Press

Document Type : Research Article

Authors

1 department of Sociology,, Urmia University

2 Department of Sociology, Urmia University

10.22059/jisr.2024.366063.1445

Abstract

One of the characteristics of modernity is the dominance of consumption and consumerism on all aspects of human life. In this sense, the body is a text that has turned into a commodity that is the basis of consumption in the modern era. The body has become an always problematic commodity that is consumed by itself and becomes the object of other uses. The main purpose of this research is to investigate the consumerism of students and its relationship with physical objectification.

The research method was a survey, the required data was collected using a questionnaire. The statistical population of the research is the female students of Urmia University, 182 of whom were selected by stratified sampling.

The findings of research showed that the average of students' consumerism was 61.28% and the average of physical objectification was estimated at 59.67%. Also, students' consumerism is not significantly different according to their place of residence, level of education, and field of study, while the variables of age, college of study, monthly household income, and social class affect students' consumerism. Consumerism has a positive and significant relationship with students' bodily objectification. Among the dimensions of body objectification, the dimensions of body appearance control and body shame have a positive and significant relationship with consumerism, except for the dimension of body surveillance, which has no significant relationship with consumerism. The regression model shows that among the three dimensions of body objectification, the dimension of body appearance control explains 17% of the variance of consumerism.

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Quarterly of Social Studies and Research in Iran

Articles in Press, Accepted Manuscript
Available Online from 13 April 2024

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