摘要:

This cross-sectional study examines how media pressure, feminist beliefs, and body image interact among well-educated young adult women in China, a demographic navigating a complex communication environment where globalized fit body ideals are reframed through state-led health media and consumerist social platforms. Data from 291 participants were analyzed using a moderated mediation model to test how feminist beliefs shape the pathway from perceived media pressure to body satisfaction. Findings revealed that the negative association between media pressure on body satisfaction was mediated by the internalization of both thin and fit ideals. However, feminist beliefs operated paradoxically: Stronger feminist identification heightened the cognitive internalization of media-promoted ideals yet conditionally buffered against their negative emotional impact. This protective effect dissipated at the highest levels of feminist beliefs. These results complicate the widely acknowledged view of feminism as a uniformly protective factor and highlight the cultural specificity of media influence in China’s hybrid communication ecology, where state biopower and neoliberal consumerism converge to shape women’s bodily self-understanding.

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