Abstract

ALVES, D. et al. Culture and body image. Motri. [online]. 2009, vol.5, n.1, pp.1-20. ISSN 1646-107X.

The present study aims to investigate the relationship between culture and body image. We intend to know how socio-cultural factors influence the levels of satisfaction with body image. The emphasis is given to the cultural values as represented by the sociocultural norms of societies such as the United States of America and Europe. It is argued that through the media, the values of these industrialized societies are dissipated throughout the world provoking cultural changes and uniformization of behavioural standards. From the literature review, it is possible to conclude that body dissatisfaction is a reality to both sexes and a direct result of the non-conformity to cultural-esthetical patterns promoted by the profit-oriented societies.

Keywords : Culture; occidental culture; cultural patterns; body image; beauty ideals; differences between sexes.

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