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Is It Really Skin Deep? an Analysis of Ugly Betty's Influence on Females

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Is It Really Skin Deep? an Analysis of Ugly Betty's Influence on Females Is it Really Skin Deep? An Analysis of Ugly Betty ’s Influence on Females’ Understanding of Beauty Adria Y. Goldman Thesis submitted to the faculty of the Virginia Polytechnic Institute and State University in partial fulfillment of the requirements for the degree of Master of Arts In Communication Dr. Damion Waymer, Chair Dr. Rachel Holloway Dr. John C. Tedesco May 5, 2009 Blacksburg, Virginia Keywords: perceptions of beauty, beauty in media, third-person effect, beauty frames, social comparison Is it Really Skin Deep? An Analysis of Ugly Betty ’s Influence on Females’ Understanding of Beauty Adria Goldman ABSTRACT The current study explores the influence nontraditional framing of beauty and ugliness has on college aged females’ interpretation of beauty. Focus group sessions were used to assess this influence, during which the women were asked several questions within two open discussions of beauty. The television sitcom Ugly Betty, which features an alternative framing of beauty standards, was shown between each discussion and used to analyze the media’s influence. The results show that the discussion and the new framing of beauty and ugliness in the clip influenced the women’s interpretations by either creating new understandings or re-enforcing existing beliefs. The women also considered media images of beauty to have a third-person effect with younger audiences being more impacted. Social comparison was used slightly in explaining beauty definitions and standards for women . Author’s Acknowledgements First and foremost, all glory and honor must go to my Lord and Savior Jesus Christ for without Him, none of this would be possible. Father, it is because of you that I am able to celebrate this very accomplishment. Moments when I doubted myself it was you who reminded me that you have given me the strength to do anything but fail. For that and so much more, I will continue to give you the highest praise. Dr. Damion Waymer, thank you so much for agreeing to serve as my chair and for guiding me through the completion of my thesis. Your experience working with and reporting on focus groups served as a model for me to follow, which without, I could not even imagine making it through this thesis. I am grateful for your willingness to answer any questions or help me in any way with my thesis and several other aspects of my graduate career. Dr. John Tedesco, thank you for serving on my committee and offering feedback and suggestions that strengthened my thesis in so many ways. In addition, thank you for all the advice you’ve given me—whether it was related to my thesis, NCA, or applying to doctoral programs. Dr. Rachel Holloway, I greatly appreciate your willingness to serve on my committee when I know you already had a very busy schedule. Thank you for taking the time to read my work, to sit down and chat with me about my thesis, and for offering to help in anyway you could. Dr. Andrew Williams, thank you for guiding me through the beginning stages of my thesis. My topic sparked while I was taking your class and you helped me to flesh it out and turn it into a project I could enjoy working on my last year here at VT. Dr. Marlene Preston, I don’t know if all people realize how much a smile and encouragement are necessary to get students through something as stressful as a thesis—but you did. I must thank you for being that bit of sunshine supporting me and giving me that smile or hug when I needed it. Last but not least, to Betty Suarez—thanks for making this all possible! iii Dedications To my mother, father, sisters, and boyfriend you all are incredible and I thank God everyday for allowing me to have you in my lives. I know that each of you is proud of me and I thank you for reminding me of that, especially when you know I needed to hear it. I dedicate this to you simply because you all are my heart. To the rest of my incredible support system of family and close friends thank you for always cheering me on. Even when I couldn’t see or speak to you, I knew you were always praying for me. I dedicate this to you to show you that all of your support is appreciated. To my fellow Communication graduate students you each have made a mark on my life in such a special way. I’m sad as I write this because I can’t imagine not coming to Shanks everyday to get the many good laughs with each of you that often got me out of the funk the thesis put me in. We are a remarkable group of individuals and each of our paths will ultimately lead to success. As corny as this may sound, I came to VT for just a Master’s, but I’m leaving with an incredible group of friends. If you walk away knowing nothing else about me—know that I love you. I dedicate this to you because you all took a part of this journey with me. To the Virginia Tech Communication Department, thank you for molding me into the Hokie I am today. I dedicate this to you because I could not have completed this thesis or this degree without you. To my grandmother Veta Goldman, when you were here I remember you always shared with your friends how proud you were of me. I hope this thesis has you telling the angels the same thing. I dedicate this to you simply because I miss you. iv Table of Contents Author’s Acknowledgments .............................................................................................. iii Dedications ........................................................................................................................ iv Rationale ..............................................................................................................................1 Introduction..........................................................................................................................5 Introducing “Ugly Betty”.............................................................................................7 Review of Literature ............................................................................................................9 What is Beauty? ...........................................................................................................9 Beauty in Media.........................................................................................................14 Satirical Media Portrayals..........................................................................................22 “Yo soy Betty la Fea” ................................................................................................23 Theoretical Framework......................................................................................................25 Framing......................................................................................................................25 Third-Person Effects ..................................................................................................30 Social Comparison Theory ........................................................................................33 Research Questions............................................................................................................35 Method ...............................................................................................................................35 Description of Participants.........................................................................................37 Focus Group Layout and Procedures.........................................................................38 Description of Stimulus .............................................................................................40 Description of Focus Group Questions......................................................................40 Focus Group Analysis and Interpretation ..........................................................................41 Discussing “Ugly Betty”............................................................................................41 Describing Betty ............................................................................................42 Describing the model .....................................................................................42 Discussion on Beauty.................................................................................................43 Personalized concept......................................................................................44 Importance of confidence ..............................................................................45 Physical beauty ..............................................................................................46 Discussion of Ugliness...............................................................................................48 Physical ugliness............................................................................................49 v Inner ugliness.................................................................................................50 Who Influences these Standards? ..............................................................................52 Influence of the social environment...............................................................53 Influence of the media ...................................................................................55 Media’s Influence on Beauty Standards ....................................................................58 Media’s Strongest Influence ......................................................................................60 Evaluating Standards of Beauty and Ugliness...........................................................63
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