Mediatized Eurocentric Beauty Ideals and their Effects on African Women: Demystifying the Moroccan Context

Abstract

This research investigates the profound influence of Eurocentric beauty ideals, propagated predominantly through mainstream media, on the self-perception and body image of Moroccan women. Focusing on a sample of 134 females, the study examines how exposure to these ideals through media outlets, such as television, and social media impacts beauty and self-perception. The findings highlight several critical dynamics. Firstly, there is a significant negative correlation between high exposure and both self-esteem and body image, indicating that greater consumption of Western media is associated with lower self-esteem and more negative body image perceptions. Secondly, our research reveals that Moroccan women experience substantial pressure from social media as well as their inner circle to conform to certain beauty standards, which adversely affects their psychological health and perception of beauty. Finally, the study identifies age and education as significant moderators in how media exposure affects women, suggesting that these factors may offer some resilience against the negative impact of media. These insights underscore the need for a broader representation in media to foster healthier self-perceptions and challenge the dominance of Eurocentric beauty standards.