FHM's Sexiest Jessy Mendiola: An Analysis of Prejudice with Regard to the Ideal of Body Form

Bauca, A.J.R. (2018). FHM’s Sexiest Jessy Mendiola: An Analysis of Prejudice with Regard to the Ideal Body Form Amongst Women of their Peers, Unpublished Undergraduate Thesis. University of the Philippines College of Mass Communication. This study looked into body shaming among women prevalent in Social Networking Sites (SNS). Exemplified by the Jessy Mendiola bashing on Facebook for being For Him Magazine’s (FHM) Sexiest, the study explored the nature as well as the origin of the said attitude; to determine whether elements of online bashing is culturally embedded, or physically and emotionally motivated. Social Comparison Theory and Self-Discrepancy Theory were used alongside textual analysis as method. Thirty-one (31) social media comments were interpreted from seven (7) different news sources’ official posts on Facebook— FHM Philippines, Cosmopolitan Philippines, PEP, Chisms, Inquirer, Rappler, and ABS-CBN with its sub-units. The researcher classified the trends with the use of sarcasm, comparisons and metaphors/ simile. The researcher grouped the comments depending on the type of nature/s employed. Study showed that behavioral patterns that show elements of body shaming are a mediation of the physical, cultural, and emotional facets of life; but it is “the self” or emotions that women hold amongst themselves that lead to the bashing/ shaming of the physical appearance of others and the use of cultural practices reinforced through the images in media. This research concluded the need to raise self-awareness; to have a strong self-concept, so as to avoid the negative perceptions in SNSs.

Keywords: body shaming, body dissatisfaction, media effects, self guides, thin ideals

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