The Effect of Using New Media on the Body Management of Club Women with the Mediation of Social Acceptance

Being absent in traditional sociological analysis, today the body and the body concept is at the heart of our sociology, social life, and identity self-concept. With the development of modern media and communication technologies, one of the most important challenges in the field of body management relates to the uncertainty of the impact of global forces or local contexts. Drawing on the world-localization approach and based on the Robertson’s, Goddens’s, Fiderstone’s and social acceptance theories, this paper has investigated the impact of modern media use on body management mediated by social acceptance among club women in Noorabad Mamassani. In his research, the survey methodology was used, the data were collected using a questionnaire, and the sample was selected through simple random sampling. According to the results of the research, women mostly used modern media, respectively: knowing about the sports equipment and use of them, search for fitness patterns, and knowing about fashion and clothing (the Internet); the use of fashion advertising networks, watching science, medical, sports, and commercial (satellite) programs. Among the multiple indicators of body management construct, sports and fitness, surgery and beauty of the body and quality of clothing were the most influential indicators. Comparing the impact of modern media (0.81) and social acceptance (0.17) on body management, it can be said that modern media significantly increase women's attention to body management more than social acceptance in different aspects.