Direct and indirect effects of mediated celebrity on young people's attitudes toward cosmetic surgery
Date of Issue2013
Wee Kim Wee School of Communication and Information
There is a concern that young people are undertaking an increasing number of dangerous cosmetic surgeries today. Celebrity and media are regarded as two important factors that have impacts on young people’s attitudes toward cosmetic surgery. In this dissertation, I first conceptualize celebrity involvement as a multi-dimensional construct comprised of four elements—capture, affinity, parasocial relationship and identification. I then propose a theoretical model that includes both direct and indirect associations between celebrity involvement and attitudes toward cosmetic surgery. Research was conducted in two phases. In phase one, nine in-depth interviews were conducted with fans of celebrity of the same sex or recipients of cosmetic surgery. In the second phase, 555 university students completed either a paper-and-pencil or an online survey. Results generally supported the proposed conceptualization of celebrity involvement and direct and indirect associations between celebrity involvement and attitudes toward cosmetic surgery. The indirect model showed that young people’s existing level of involvement with same-sex celebrities (i.e., celebrity involvement) motivated them to be exposed to the celebrity content on the media. The media consumption of the celebrity would then propel young people to make appearance-wise comparisons with the celebrity. Such comparisons would lead them to develop positive attitudes toward cosmetic surgery and intention to undergo cosmetic surgery. Implications of the findings, limitations of the study and directions for future research were also discussed.
DRNTU::Social sciences::Communication::Communication theories and models
Nanyang Technological University