Media exposure and self-esteem of young Indian adults: The mediating role of body dissatisfaction

Sumedha Bordoloi, Sajad Ahmad Najar, Debasmita Sutradhar, Sandeep Kour, Muskan Khattar, Jyoti Khandoori

First published December 14, 2025

Abstract

Diverse media platforms exert significant influence in ubiquitously promoting standardized beauty
norms across individuals from diverse cultures, delineating the criteria for an ideal body norm. Consequently, they
play a pivotal role in shaping body image and exerting an impact on an individual’s self-esteem. The study aims to
investigate the mediating role of body dissatisfaction in the relationship of media exposure and self-esteem of young
Indian adults. A total of 217 participants voluntarily participated in this study. Media exposure to ideal body image
portrayal was assessed using the Thin Ideal Media Exposure (TIME) scale. Body Shape Questionnaire (BSQ-16-B) was
used to assess the body preoccupations of the participants, and Rosenberg Self-Esteem questionnaire was employed to
measure the self-esteem of the participants. The results demonstrated a significant indirect effect of b = −.041; t = 5.85;
CI, LB = −.057; UB = −.027; p = .001, hence supporting the hypothesis that body image mediates the relationship
between media exposure and self-esteem. Furthermore, the results also showed that the direct effect of media exposure
on self-esteem in the presence of body image is significant (b = −.032; t = 2.66; CI, LB = −.056; UB = −.010; p = .006).
Body dissatisfaction partially mediates the relationship between media exposure and self-esteem of young Indian adults.
Media literacy programs can be instrumental in fostering critical thinking skills and reducing the negative impact of media
portrayals on body image in non-Western countries like India.

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Author Surname Author Initial. Title. Publication Title. Year Published;Volume number(Issue number):Pages Used. doi:DOI Number.


Bordoloi Sumedha . Najar Sajad Ahmad . Sutradhar Debasmita . Kour Sandeep . Khattar Muskan . Khandoori Jyoti . Media exposure and self-esteem of young Indian adults: The mediating role of body dissatisfaction. BPA Applied Psychology Bulletin. 2025;10.