Before understanding media’s effects on the female and male body, it is important to recognize exactly what the media’s definition of the ideal body is.
Through the enforcement of numerous mediums, it is clear that the physical form acts to define gendered ideologies. It appears that in affluent western culture, there is a highly shared belief that slenderness equates to happiness. Encouraging this notion is the fashion “model” ideal body type. Markula, through the paper “Aerobicizing Female Bodies”, emphasizes that “although women come in all shapes and sizes, [the model body type] is the only ideal emphasized [in society]” (Markula, 1995, p.431). It is clear that Markula’s study, and others conducted, enforce the fact that the female body is narrowly viewed. The slim, emaciated female form is a standard that many females strive to attain. Regardless of one’s genetic predisposition of how their mature body composition might be, many women are instilled with the strong belief that failing to conform to this slender “model” ideal results in numerous negative social implications. Since the end of the last century, being overweight or with ‘excess flesh’ was associated with having low morals which, in turn, “reflected personal inadequacy or lack of will” (Bordo, 1993, p. 190). Due to such a high standard, women often feel incompetent if they fail to meet this expectation. Many often realize that this is an unattainable goal. However, most women rarely reach a sense of body satisfaction. It is obvious that being overweight meant being outcast during the conclusion of the last century. Although not explicitly stated in present time, this ideal still thrives and sounds in the minds of many women.
Another ideal body type placed upon females in western society is the “athletic” body type. This standard emphasizes one to be fit in every sense. Belief in this ideal compels females to be lean but not fat, and toned but not muscular. Such a definition of the ideal body is paradoxical. Can a body be toned without being muscular? According to a study conducted by Macguire based on female participation in aerobics, women were asked to describe what they desired their ideal body type to look like. Responses such as wanting to be “toned but not big like a man” and “shapely, but not defined” (Macguire, 1998, p. 115) were common. This shows that, even without a definition given as to what differentiated “toned” from “muscular”, women were able to make definite distinctions. This reveals that in western culture, it is advised for women to exercise so long as there is no build up of musculature, which is obviously impossible. To partake in physical activity means to reduce body fat and therefore increase muscle visibility and mass. The “athletic” standard, in this sense, represses women by ensuring they meet strict guidelines without crossing them. Also, the fit, athletic type female body goes beyond the “model” ideal with an increased demand. Aside from simply dieting, as is the case with the “model” ideal, the “athletic” ideal requires women to diet and exercise. This places greater disciplinary demands on the female who aspires to fit into the “athletic” ideal. Both the “model” and “athlete” ideals of society act to set guidelines on how females value their physical self.