Today's modern society has set a high competitive standard for what is considered beautiful. Women in Thai society today are being exposed to many more alternative ways to look more attractive through beauty products and beauty technologies. They have a change in perception favoring the Western aesthetic values because they believe that Western facial features have no flaws (Rongmueng and others, 2010). The objectives of this research on the influencing factors pressuring Thai women toward beauty and appearance are 1) to understand Thai women's perception about physical appearance in modern day society 2) to identify whether the internal and external factors surrounding their lives influence their attitude change towards beauty 3) to measure the extent of women's behavioral change in modifying their image. Thus this study will test whether the internal variables- culture, self-esteem, personal achievement and the external variables- social pressure, media and attraction to the opposite sex make women desire to look more attractive. The communication theories used to explain women's perception on beauty are the media-driven theories, social psychological theories and information processing theories. The method for this study is a quantitative approach using a questionnaire survey with a random sample of 400 people aged 22-35 living in Bangkok. The analysis of the study will employ Spss program to interpret the results in a regression model to measure the strength of relationship between each of the variables to the desire for women to look more attractive. This research is expected to test the hypothesis that the internal and external variables being measured do influence women to modify their physical appearance to look more attractive. The internal influence should be a stronger indicator for women's transformation decision to look more attractive as self willingness is a stronger thrive to action.
Siripak Seewan, Chulalongkorn University, Thailand
Stream: Media Studies
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