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Athabasca University e-Lab

Women’s processing of cinematic melodrama and their body esteem


Have you ever wondered what endless advertising that focuses on women's appearance does to young girls' self-esteem? Dr. Pierre Wilhelm, Asst. Prof. of Business Communication at Athabasca University, conducts research in the United States and Latin America on how mass media affects the body esteem of women viewers. One part of this study takes place in Cienfuegos, Cuba where women have never been exposed to commercial messages implying that their beauty is inadequate. The second part of the study occurs another across the Caribbean straights, in Cancun, Mexico, and a third in Louisiana, in both Mexico and the USA, women have been exposed all of their lives to such persuasive appeals.

Learn more about Dr. Wilhelm’s research.


Wilhelm, P. and Wilde, R. (2005). Developing a university course for online delivery based on learning objects: from ideals to compromises. Open Learn., 20(1), 65–81.