Setting the bar: Divergent sociocultural norms for women's and men's ideal appearance in real-world contexts

Research suggests that exposure to sociocultural norms for idealized appearance can reduce both women's and men's body satisfaction. Despite comparable effects for both genders in the lab, in the “real-world” women's body satisfaction is chronically lower than men's. Real-world gender differences may arise from discrepancies in men's and women's everyday exposure to norms. Across eight studies using a variety of content analysis, survey, and experimental methods, we examine differences in sociocultural norms for ideal appearance pertaining to women and men in “daily life” contexts. We demonstrate that appearance norms encountered by women in daily life are more rigid, homogenous and pervasive than those for men, and that more messages implying the attainability of the ideal appearance are directed at women. Finally, experimental results show that homogeneous, rigid norms (like those typically encountered by women) are more harmful to body image than heterogeneous, flexible norms (like those typically encountered by men).

► We examined media sociocultural norms pertaining to women and men.
► Societal norms for women were more homogenous and pervasive than norms for men.
► More messages about attaining cultural ideals were directed toward women than men.
► Homogeneous idealized images harmed body image more than heterogeneous images.