Abstract

The purpose of this study was to determine whether the Dove Campaign for Real Beauty could be used to effectively expand the media-narrowed definition of beauty. This study focused on the Onslaught video and corresponding message board. The sample included 119 posts written by 85 different message board users. Both a descriptive and interpretive content analysis based on reception analysis was used to deconstruct the message posters' interpretation and construction of individual beauty. The posters used the board primarily to express themselves, attach blame to the media and arrive at consensus. Overall, the users responded positively to the campaign. Twenty themes emerged from the posts, with the most prevalent attaching blame to the media for societal problems. The findings of this study suggest that Dove effectively created an online community where women could find a voice to express themselves and share experiences. More importantly, Dove initiated a public discussion that is a preliminary step in changing social norms. As such, the campaign should be viewed as having been effective.

Degree

College and Department

Fine Arts and Communications; Communications

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