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Degree

Master of Arts, University of Akron, Communication, 2012.

Abstract

Rooted in the Theory of Social Construction of Reality and informed by media and gender portrayal and virtual communities research, this study examines how beauty is socially constructed in Second Life. Specifically, a content analysis of 360 still images of female avatars was conducted to understand how people construct beauty in a virtual community. Findings suggest that people chose gender stereotypical images even when they have the free choice to create any avatar they desire. Trendy and sex kitten/sensual beauty types were the most-portrayed beauty types. Almost all the female avatars had a perfect body size. And more than 80% of the avatars coded in this study had light skin. In addition, this study found a significant difference in beauty type among avatars with different amounts of body coverage and a significant difference in beauty type among different types of products. However, no significant difference was found in beauty type between avatars with different skin color nor was there a significant difference in beauty type among avatars with different body sizes. Overall, this study provides valuable insights in understanding how beauty is socially constructed in the virtual world and advances the theory of social construction of reality in today’s dynamic environment.

Subject Headings

Communication; Gender; Gender Studies; Mass Communications; Mass Media; Womens Studies

Keywords

Theory of Social Construction of Reality; media and gender portrayal; Second Life; virtual worlds; female beauty

Committee / Advisors

Dr. Tang Tang (Advisor)
Dr. Kathleen Clark (Committee Member)
Dr. Yang Lin (Committee Member)

Pages

62p.

Document number: akron1352436009
Permalink: http://rave.ohiolink.edu/etdc/view?acc_num=akron1352436009

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