The study aims to investigate the effects of media and self-image congruity of ideal body image on the dieting and exercising behaviors of Korean and U.S. female college students. This study focuses on the concept of self-image congruity in order to examine how respondents perceive actual and desired self-images compared to an ideal female body image selected by respondents. A self-administered survey was conducted, resulting in 331 total responses (194 from Korean students and 137 from U.S. students). The data were analyzed through descriptive analysis, t-test, exploratory factor analysis, and regression analysis using SPSS 23.0. The findings revealed significant differences between Korean and U.S. female college students. U.S. students were more exposed to body image ideals in the media than Korean students; however, Korean female students valued the information regarding ideal body image conveyed by the media more than U.S. respondents. Among Korean female students, exposure to media messages regarding ideal body image and media importance had significant effects on desired self-image congruity, while these factors were not significant among U.S. students. However, there was a negative effect of media exposure on actual self-image congruity among U.S. respondents only. Additionally, the study uncovered that Korean students manage their body image through dieting behaviors while U.S. respondents manage body image through exercise behaviors (weight training as well as cardiovascular exercise). The study provides further support for self-image congruity, which extends its applications to the body image field.

Abstract
 I. Introduction
 Ⅱ. Background
  1. Mass media, body image, and body management
  2. Self-congruity and body related behaviors
  3. Cross-cultural comparison and body relatedbehaviors
 Ⅲ. Methods
  1. Research questions
  2. Measurements
  3. Data collection and analysis
 Ⅳ. Results and Discussion
  1. Preliminary analysis
  2. Differences on media perception, evaluationof self-image congruity, body management behaviorsbetween Korea and U.S.
  3. Effects of media perception on evaluation ofself-image congruity
  4. Effects of media and self-image congruity ondieting and exercise behaviors
 Ⅴ. Conclusion
 References

• Hyun-Hwa Lee(인하대학교 의류디자인학과) | 이현화
• Hyun-Hwa Lee(배재대학교 가정교육과) | 문희강 Corresponding author