Perpetuating Perceptions of Western Beauty
The influence of present day mass media over the perception of beauty is increasing with the expanding industry of facial cosmetic production and the advancement in medical beauty enhancement. However, mass media advertisements appear to be predominantly dictated by "Western beauty" as they promote the desire for fair skin and "Occidental" facial features worldwide. In this paper, I will explore the consequential effects on Asian women as mass media continues to globally perpetuate the communities ' culturally and racially established perceptions of beauty.
Fair skin is a physical trait desired by majority of both genders in Asia. Historically, Asian countries have associated fair skin with higher
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Li et al. (2008) extended their studies in India, but state that India is an exception to the skin whitening phenomenon seen in other Asian countries because many of the advertisements do use local female Indian models. Interestingly, though, another literature by Reddy (2006) finds contradicting evidence towards Li et al. 's study. Local Indian models are represented in advertisements published in Femina, one of the most popular beauty magazines in India, but these models share common features stereotypically associated with Caucasian women (Reddy, 68). A magazine cover from the year 2000 printed a photo of Miss India and Miss World (who was Indian), both of whom had full lips, large round eyes, and pale skin. These features are seen among numerous other Indian models, as well. Reddy describes these traits as "stereotypes of Western beauty" (Reddy, 68). This indicates that India is also under the notion that Western beauty is the dominant preference, despite the increased representation of local …show more content…
Krishen, LaTour, and Allishah (2014) define the gap between one 's ideal skin tone and one 's self perceived skin tone as "skin tone tension". This theory can be extended towards the literatures discussed thus far. The gap between the fair skin an individual desires and her actual skin tone is further exaggerated by the advertisements publicized globally. Mass media fenlarges this skin tone tension gap because it is evoking a specific image women "ought" to have. The general message is that pale is more
Approximately about a decade ago, Japanese, Chinese, Korean and Vietnamese women all had a distinctive look and features. Single eyelid, thin lips, short-bridged nose and oval shape face are few of the features that distinguish Asian women apart. However, these distinctive features are slowly fading away as the new westernized features are coming in. Through the mass media and their
Beauty is often described as being in the eye of the beholder. However in modern western culture, the old adage really should be beauty is in the eye of the white makeup artist, hair stylist, photographer, photo shop editor, and advertiser. Beauty and body ideals are packaged and sold to the average American so that we can achieve vocational, financial, social, and recreational successes. Mass media and advertising has affected the way that women perceive and treat their own bodies as well as their self-concept. Women are constantly bombarded with unrealistic images and hold themselves to the impossible beauty standards. First, we will explore the role of media in the lives of women and then the biggest body image issue from a diversity stand point, media whitewashing.
The ideal female beauty in American culture is predominately white (Bankhead & Johnson, 2014). Throughout U.S history, women’s mainstream beauty ideal has been historically based on white standards such as having blonde hair, blue eyes, fair skin, a thin ideal body, straight hair, and thin lips (West, 1995; Yamamiya, Cash, Melynk, Posavac, & Posavac, 2005; Leslie, 1995). Therefore, the features of African American women tend to be viewed as undesirable and unattractive compared to the European standards of beauty (Awad, Norwood, Taylor, Martinez, McClain, Jones, Holman, & Hilliard, 2014). According to Ashe (1995), “African beauty, body and hair have been racialized, with slim/”keen” European features being the accepted standard of beauty since enslaved Africans was forcefully brought to the Americas.” The physical characteristics of Black women such as having broad noses, brown skin, full lips, large buttocks and course hair has been looked down upon throughout United States history (Byrd & Tharps, 2001). In effect, the standard of beauty of European features that were forced on slaves are internalized and currently seen in the standard of beauty of African Americans (A.A) (Chapman, 2007). These standards include African Americans perceiving light-skinned as being more favorable than dark-skinned (Maddox & Gray, 2002; Perdue, Young, Balam,
Today society has never been more aware of the impact the media has on what is considered to be an attractive person. Those who are most vulnerable by what they observe as the American standard of attractiveness and beauty are young females. Their quest to imitate such artificial images of beauty has challenged their health and their lives and has become the concern of many. As a result, advertisements used in the media are featuring more realistic looking people.
Asians value fair skin have to do with social status. In history, peasant women spent the day working on farming, while noble women spent their time indoor and had the extra time to take care of their skin. As time pass, the value fair skinned continues. “As Asian Americans girls, we are supposed to be short, lightweight, petite, soft-spoken, and light skinned, with long straight jet-black hair…The stereotype that Asians were supposed to be thin made me feel like I was a freak of nature.” (Julie Wong)
The media and how it affects our society has changed tremendously over the past few decades. Our population of children who spend a lot of time in front of the television or on social media continues to increase, creating a superficial view of themselves and who they should be. This superficial outlook has been created by the media because it preaches to our society that looks matter. Not only are there millions of advertisements saying to lose weight and buy certain products to be beautiful, but there has been a specific standard of beauty set for models and actresses to obtain. These standards include big eyes, volumino...
The concept of beauty and racism in modern western society is held to the highest of standards for all of it’s members; including celebrities. The perfect woman is described by Odette (2013), as solely for men’s pleasure and domination. If we look on the cover of any popular magazine, the women are usually: light skinned, slender, and tall. Men on the other hand must be tall and powerfully built. Our culture is valued on the basis of how men and women are perceived by their image, making it impossible for the average man or women to achieve the high beauty standard expected in society. Celebrities play an influential role in the way people view themselves, making the need to look like our favourite celebrities all the more desired. A person's
The models and celebrities in the media that set the standard for what women should look like are thinner than 90-95 percent of the American female population (Seid p.6). This is an unrealistic portrayal of what the human body should look like when compared to most women’s genetic makeup. Women’s self-image, their social and economic success, and even their survival can still be determined largely by their beauty (Seid p.5). Men on the other hand seem to have it a little easier when it comes to looks. Their self-image is largely determined by what they accomplish in life and not by whether or not they meet the social standard for looks. Modern clothing and fashion require women to show off their bodies more in tight clothes and by showing more skin than in the past. According to Roberta Seid ...
“Looks don’t matter; beauty is only skin-deep” (Godfrey, 2013). We hear these sayings all the time, yet we live in a society that seems to constantly contradict this idea (Godfrey, 2013). If looks don’t matter, why is every woman in magazines photoshopped? If looks don’t matter, why are women constantly harming their bodies because they are unhappy with how they look and just want to fit in (Godfrey, 2013)? The unrealistic standard of beauty that women are bombarded with everyday gives them a goal that is impossible (Godfrey, 2013). Sociocultural standard of feminine beauty is presented in almost all forms of popular media, forcing women with images that portray what is considered to be the ideal body (Serdar). A majority of the models
Throughout history there have been many claims about what is beautiful and what is not on the face and body. America’s idea of beauty in the past changed many times from the fragileness of the Steel-engraving lady to the voluptuousness of the Greek slave. The ideal beauty in America is not so different from the ideal beauty of cultures around the world and follows many of the traditions practiced throughout history. The widespread of advertisement and technology is something that’s said to be the contributing problem to the ideal women phenomenon, but I believe history and trend plays the bigger role.
Image is everything in today’s society as women are increasingly putting more emphasis on their appearance. Women today are growing more conscious of how others perceive their outward appearance. Even in a relatively Oriental society like Singapore, it does not come as a surprise to see women going to Botox clinics during lunchtime hours to receive their dosage of Botox, a chemical used to paralyse certain muscles to prevent wrinkles. Furthermore, beauty advertisements nowadays feature women models that are barely out of their teens. Even with older models, they are usually models featuring in slimming centres or skin improvement advertisements.
A typical billboard advertisement will show two faces: one dark, one light. Dark skin was presented as a burden or disease that can be cured with the use of skin-lightening products. The dark face will be unsmiling, even angry-looking. The light face will be smiling, and appear happier, more confident, and more inviting. Why light skin was being portrayed as acceptable and the most sought after, the dark skin was depicted as being ignored by men and suffers from low self-esteem.
The definition of beauty is varying among different people in the world. Even though almost everyone knows the term beauty, many people are struggling in defining it and persuading others to agree with their opinions. Beauty is defined by a combination of qualities existent in a person or thing that fulfills the aesthetic feels or brings about profound gratification. Many people define beauty as a term to describe a person’s physical appearance; they often think that beauty comes from magazines, video girls, or even models. Although the term beauty can define a person’s physical appearance, true beauty lies in the way one acts and thinks rather than the way one look.
The uniqueness of Japanese sense of beauty --- shadows Junichiro Tanizaki (2011) stated that “Beauty does not exist in the object but the ripples and brightness of the shadows created by objects” in his work ‘In Praise of Shadows’ to express his opinion on Japanese sense of beauty about shadows (p. 35). In aesthetics dictionaries, the shadow is vividly described as "the light and shade cast by many branches of foliage on the ground. " Ancient Japanese discovered and enjoyed the beauty of shadows which led to shadow aesthetics becoming a unique Japanese aesthetic tradition. On the other hand, Europeans have developed a totally different aesthetic tradition which advocates light and sunshine.
Appearance related comments based on rac8e are different for every person. Some take it seriously, and others see it as a normal occurrence. In today's world, a person must make their own personality, and identity plays an important role. However, a person’s race is going hand in hand because skin color is the first thing people see when meeting someone new. A person’s appearance depends on how they carry themselves and how they represent themselves in front of the society. I am proud to say that I come from an Indian background, and I am proud that I am still attached to my culture and ethnicity. My own ethnical, racial, and national background, is an important foundation to of my appearance and race in my life. Racism affects every level of life, including appearance and background, which is wrong and should be