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The evidence for the link between media presentation and body image distortion is frequently reviewed by scholars; in particular, the degree of women´s use of social comparison and automatic evaluation of body-related images in establishing their self-concept (Watts et al 352). Furthermore, the visual factor contributes to the popularity of magazines. As a result, the exposure of images of women´s bodies is enormous. This widespread exposure influences women immensely. There is a bulk of research which demonstrates that media images of ideal female models have an impact on women´s self-images and body image evaluation, and consequently leads to dissatisfaction and perceptual distortion. All in all, I would like to argue that media perpetuates the discourse of beauty based on body image and self-representation. Even though such factors as clothing or dieting may seem to be of minor importance, I would like to show how the two aforementioned subjects can reach the audience, and in doing so fulfill the magazine´s mission of spreading ideology and increasing sales.

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Karolina Fryzowicz studied on Marii-Curie Sklodowska University in Lublin and continued her education on the University of Vienna, where she graduated. Her topics of interest circulate around the Gender Studies issues and Cultural Studies. In Vienna she has gained an extensive experience in teaching and translation.

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