Sociological Study of the Intervening Variable of Social Acceptance in the Effectiveness of Mass Media on the Tendency of Women to Cosmetic Surgery

Subject Areas : Quarterly Journal of Woman and Society

m. عباس‌زاده ¹ , b. محمودمولائی‌کرمانی ² , f. اقدسی‌علمداری ³

1 - دانشیار جامعه شناسی گروه علوم اجتماعی دانشگاه تبریز
2 - کارشناس‌ارشد مطالعات زنان
3 - کارشناس ارشد جامعه شناسی

Received: 2015-01-31 Accepted : 2015-01-31 Published : 2014-11-22

Keywords: Women, Mass Media, Cosmetic Surgery, Social Acceptance, Tabriz,

Abstract :

Today, cosmetic surgery is known as one of the most popular operations in the world. People who undergo these surgeries may not have physical problems but often do this action due to the certainly acceptable criteria of beauty in the community that is the social acceptance. Accordingly, this study intended to determine the influencing factors on the cosmetic surgery to study the effects of mass media and social acceptance on such surgeries. Method of research was survey and 385 people have been selected by stratified random sampling. The statistical methods including multiple regression and path analysis were used and estimation method of AMOS was utilized to calculate the coefficient path. The results showed that the effect of social acceptance variable on the tendency of women for cosmetic surgery is more affected than the media variable. Also, the variables mentioned above have been able to explain 31% of changes in the dependent variable.