 Academic researchers Philip Myers Jr. and Frank Biocca concluded, in their study published in the "Journal of Communication", that a woman's self-perceived body image can change after watching a half-an-hour of television programming and advertising.Researchers Yoku Yamamiya and Thomas F. Cash concluded through their study that "Even a 5 minute exposure to thin-and-beautiful media images results in a more negative body image state than does exposure to images of neutral object.