Einfluss des Medienkonsums auf die Bereitschaft von jungen Erwachsenen für zahnmedizinisch ästhetische Eingriffe am Beispiel der Zahnaufhellung

The universal pursuit of physical attractiveness can be regarded as an evolutionary construct and, when achieved, results in social advantages. Apart from some culturally universal characteristics such as symmetry, average, and sexual dimorphism, the ideal of beauty differs according to contemporary and cultural history. Broadly speaking, the prevalent ideal of physical attractiveness in Western cultures maintains female slimness, masculine muscularity, immaculate tanned skin and white teeth. Many impacts of media consumptions patterns on people’s tendencies to resort to violence, eating habits, and sexuality have already been empirically proven. Based on this fact, the question can be asked whether a similar influence is exerted on people’s conceptions of physical attractiveness, resulting in a growing pressure to comply with this ideal. This hypothesis is corroborated by the results of a recent study conducted in New Zealand, which shows that dentists noticed an increase in demand for aesthetical dental treatments after the broadcasting of the show `extreme makeover´. The aim of the present study is to analyze whether media consumption habits are influencing young adults in Germany to utilize professional or cosmetic tooth bleaching. For the duration of four months, an online survey was conducted with a sample of 255 young adults, aged between 18 and 25. The participants responded to questions about their habitual media consumption, their attitude towards physical attractiveness in general, and cosmetic dentistry. Using SPSS 22 the data set was analyzed (by simple and multiple linear regressions, t-test and chi-squared test) to test and to evaluate several further hypotheses to answer the following research question: Does the type of media consumption of young adults between 18 and 25 years have an impact on their tendency to use tooth whitening? In the analysis, specific media consumption was set as the independent variable. The dependent variables comprised the respondents’ willingness to have their teeth professionally bleached and the number of regularly used cosmetic teeth whitening products. In addition, a methodological experiment, using randomization was conducted and integrated in the survey. This was meant to directly test the theory on which the research question is based. The results of the simple and multiple linear regressions differed according to the gender of the respondent and are listed below under specification of significance (p), coefficient of determination (r²) regression coefficient (b) and standardized beta coefficient (beta). Analyzing the data set by simple linear regressions, statistically significant effects for women’s willingness to bleach their teeth professionally can be detected from the consumption of `beauty-castingshows´ on TV (p= 0,03; r²= 0,05; b= 0,27) and of `beautyblogs´ on `YouTube´ (p= 0,00; r²= 0,28; b= 0,57). Additionally, there was a proven impact resulting from the habit of sharing `selfies´ on social media sites (p= 0,04; r²= 0,03; b= 0,26). Statistically significant effects on the number of cosmetic teeth whitening products being used can be derived from the consumption of various TV-shows, like `american movies or series´ (p= 0,02; r²= 0,03; b= 0,24), `makeover´-shows (p= 0,00; r²= 0,06; b= 0,36), `casting-shows´ in general (p= 0,00; r²= 0,07; b= 0,36) and `cooking-shows´ (p= 0,00; r²= 0,04, b= 0,29). Moreover, effects could be identified resulting from the consumption of women`s magazines (p= 0,00; r²= 0,10; b=0,41), fashion magazines (p= 0,02; r²=0,04; b= 0,29) and people- and lifestyle- magazines (p= 0,00; r²= 0,08; b= 0,36). Consuming `beautyblogs´ on `YouTube´ (p= 0,03; r²= 0,05; b= 0,51), displaying `selfies´ (p= 0,04; r²= 0,02; b= 0,20) and looking at profiles and pictures from famous people in social media (p= 0,04; r²= 0,02; b= 0,17) exhibited impacts as well. For men, statistically significant effects on the willingness to bleach teeth professionally can be derived from the consumption of `american movies or series´ (p= 0,03; r²= 0,05; b= 0,31) and `makeover´-shows (p= 0,05; r²= 0,04; b= 0,40) on TV. In addition, there was an impact identified from consuming `beautyblogs´ on `YouTube´ (p= 0,05; r²=0,04; b= 0,64) and sharing `selfies´ on social media (p=0,05; r²=0,04; b= 0,31). Statistically significant effects to the number of used cosmetic teeth whitening products can be derived from the consumption of `american movies and series´ (p= 0,05; r²= 0,04; b= 0,21), of `beauty-castingshows´ (p= 0,01; r²= 0,15; b= 0,48) and of `documentary films´ (p= 0,00; r²= 0,10; b= -0,30). Additionally, there was a proven effect from the consumption of `beautyblogs´ on `YouTube´ (p= 0,04; r²= 0,04; b= 0,25). The results of the multiple linear regressions confirm the results of the simple linear regressions outlined above. For meeting certain requirements of analyzing the data set by multiple regressions, a factor analysis was conducted to combine highly correlated variables to single factors. For both genders `factor 4´, which contains internet and TV consumption habits where physical attractiveness play an important role exhibited positive significant effects on the willingness to bleach teeth (p= 0,01 (both); beta= 0,23 (women); beta= 0,28 (men)). Statistically significant effects on the number of used cosmetic tooth whitening products can be detected only for women from `factor 4´ (p= 0,00; beta= 0,29) and from `factor 3´ (p= 0,00; beta= 0,32). `Factor 3´ contains print media with a discourse of beauty. Further independent variables (like education level, place of residence, infantile experiences with dentists and handling of dental care), as well as the methodological experiment exhibited no statistically significant results. Various statistically significant (p ≤ 0,05) effects could be found in the data analysis, showing that media consumption, especially regarding the kind of media where physical attractiveness plays an important role, does exert an influence on the respondents’ willingness to have their teeth professionally bleached and the number of cosmetic teeth whitening products being used. The results differ by gender; especially for women, many effects could be detected. Nevertheless, the results are not representative since the sample is not random or rated. The difficulty of the operationalization of pervasive, unconscious media-impact can be regarded as another limitation of validity. Additionally, it is not possible to verify causality. People who are generally interested in beauty might consume more media products portraying this subject and might also have a higher willingness to bleach teeth. Hence, this study reveals correlations but cannot put forth causal evidence. Finally, because of the lack of representativeness and causality it is concluded here that the results of the present study can only serve as a basis to develop further research questions and derive more concise hypotheses for further research and analysis.