Introduction
To a great extent, consumer culture can be viewed as a tool which is used to shape a person’s identity. In particular, it is possible to speak about people’s conception of gender. This paper is aimed at examining the way in which beauty myth can influence the construction of gender identity, both feminine and masculine. The term beauty myth is used to describe a stereotype according to which people are able to attain success only if they reach the highest standards of physical beauty. This argument is particularly relevant if one speaks about women.
The discussion of this topic is important for several reasons. First of all, the understanding of this question is important for explaining the attitudes of many people toward to physical attractiveness, education, social status, career, and so forth. These issues can be better discussed with the help of various theories that illuminate the impact of consumer culture on the behavior of an individual. For instance, one can speak about by the feminist approach advocated by Susan Bordo (2003), Susie Orbach (1997) and Naomi Wolf (2013) who argue that contemporary culture is supposed to maintain the norms and values of a patriarchal society.
Similarly, one can rely on the ideas of Michel Foucault (2012) who believes that the control over modern people is often based on the standards that people are required to reach. Furthermore, the failure to do it can result in the marginalization of an individual (Foucault 2012). This discussion can be important for various stakeholders. For example, one can speak about parents and educators who need to understand the factors that underlie the behavior of children and adolescents.
It is possible to identify several important themes. First of all, it is important to speak about the glorification of physical attractiveness as the key to acceptance, recognition, and success. Secondly, one can say that consumer culture and beauty myth can facilitate sexual objectification of women. Finally, much attention should be paid to the psychological and mental problems experienced by people who believe that they cannot meet the ideals of beauty. These are the main themes that should be discussed more closely. On the whole, it is possible to say that the use of beauty myth in consumer culture marginalizes achievement and intellectualism. This is the main problem that researchers should be aware of.
Physical attractiveness and sexuality as the keys to recognition, acceptance, and success
It should be noted that the conventional conceptions of beauty have often attracted the attention of feminist writers or critics. In particular, they discuss the way in which women’s bodies can be represented in mass media. It is possible to refer to the work of such a theorist as Naomi Wolf (2013) who introduced the notion of beauty myth. She argues that contemporary culture emphasizes the importance of physical beauty as the means of raising women’s self-esteem or attaining social status (Wolf 2013, p. 7). Similar opinions are expressed by other authors. For example, one can mention Susie Orbach (1997) who notes that excessive concern about the body image can be explained by women’s willingness to reach the ideals incorporated in the modern culture.
On the whole, feminist theorists believe that this trend can be explained by the fact that male standards of beauty still dominate contemporary culture. Additionally, this portrayal of women can be regarded as a means of reinforcing the norms of a patriarchic society in which women are not allowed to take part in social or political life of the community (Bordo 2003). It should be noted that consumer culture often set the standards of beauty. For example, one can mention the images of women displayed in various commercials. In particular, one can speak such companies as Chanel, Dolce & Gabbana, Tom Ford, and many others. The following images show what kind of standards women are supposed to reach.
These photographs show how the ideal bodies of women can be constructed by the representatives of consumer culture. More importantly, the authors of the photographs lay stress on the sexuality of these women. To a great extent, they can be perceived as role models by viewers. It should be noted that many females, especially adolescents, can believe that by attaining such standards, they will be able to become successful (Wolf 2013, p. 7). This is one of the most important issues that should be addressed. Nevertheless, feminist interpretation has some important limitations. In particular, one can say that men are also expected to reach certain standards of beauty. Moreover, these standards are consistently showcased in consumer culture. For example, one can speak about the advertisements of companies that design and sell clothes.
These images also lay stress on physical attractiveness and sexuality. They are intended for upwardly mobile males who have reached high levels of prosperity. This is one of the issues that cannot be explained with the help of feminist theories. Certainly, physical attractiveness is not the only prerequisite for their social acceptance and success. Still, one can say that beauty myth can affect them. This is one of the major limitations that can be identified. It is very difficult to argue that feminist interpretation can explain every aspect of the contemporary consumer culture.
This topic can also be discussed with the help of ideas introduced by Michel Foucault (2013). This thinker attaches importance to such concepts as power and control. In his opinion, societies attempt to set the norms or ideals that individuals should comply with. In turn, Michel Foucault’s theory can imply that beauty myth is one of such ideals or standards (Heitmeyer 2010, p. 12). In turn, individuals, who fall beyond these ideals, can be treated as outcasts by the society (Heitmeyer 2010, p. 12). This author does not interpret the notion of power from the perspective of gender.
His theory implies that such norms inevitably emerge in various communities and organizations. The main limitation of this approach is that it does not show what kind of stakeholders exercise control and what kind of benefit they derive in this way. Therefore, Foucault’s model does not show why gender is portrayed in this way. Still, this theory can be useful for showing that the gender identities can be artificially constructed by the media. Overall, feminist interpretation and Michel Foucault are helpful for explaining how beauty myth can be used to construct people’s conceptions of masculinity and femininity. These are the main points that can be made.
Beauty myth and sexual objectification
Apart from that, the notion of beauty myth can be closely linked to such a phenomenon as sexual objectification. This concept is widely discussed by feminist critics of consumer culture. This term can be defined as the representation of an individual only as the object of sexual desire (Gervais 2013, p. 99). The images incorporated in consumer culture may show what kind of gender roles should be adopted by people. This issue is particularly relevant if one speaks about the images of women displayed by modern mass media.
Feminist authors believe that modern consumer culture recognizes only sexuality of women without accepting other aspects of their individuality such as emotions and feelings (Buszek 2006, p. 302). Additionally, the notion of sexual objectification often implies that women are ready to accept these submissive roles without expressing any discontent. Therefore, this process can affect the attitudes of both males and females. It is important to look at the images which show that women may be represented as material objects, rather than living beings. One can look at this poster of Dolce & Gabbana:
In this case, the viewer can see that the woman is portrayed as a submissive being who willingly accepts the demands of a male. She represents the ideal of physical attractiveness which is created by consumer culture. However, she is depicted only as the object of sexual desire (Heldman 2012). This is one of the details that can be distinguished. Moreover, the image depicts the ideals of both masculine and feminine beauty. This is why photographs can appeal to viewers.
Yet, in this particular case, the beauty myth is linked with the message about the roles that males and females should assume. Much attention should be paid to the subordination of women (Heldman 2012). People, who can look at such images, can subconsciously accept behavior patterns that are depicted by the authors. This argument is important provided that one speaks about the behavior of teenagers. This is the main pitfall that should be avoided by parents and educators.
On the whole, this theme can be best examined with the help of feminist theories. For instance, Naomi Wolf (2013) notes that such images reflect the values of a patriarchal society in which women should only be submissive. They are not supposed to defy the authority of males. This is one of the aspects that can be singled out. The major problem is that the messages can be accepted by females, especially during adolescence. This is one of the problems that can be distinguished. A similar explanation can be provided by the supporters of Michel Foucault’s theory.
They may say that such images throw light on the gender norms that are accepted or promoted by the society (Sawicki 1991, p. 29; Howson 2013). Foucault’s theory implies that people, who choose to deviate from these norms, can be treated as outcasts. Thus, such images should not be overlooked because they show how a person can be made to accept the authority of other people. Yet, in this context, Foucault’s interpretation is very similar to the feminist approach. This is one of the points that can be made.
Still, it is important to remember that the notions of power and control may not be fully applicable to the process of sexual objectification. One should bear in mind that many women willingly participate in such commercials. They do not believe that such practices are unethical or irrational. Therefore, it is difficult to say that social roles can be imposed against the will of an individual. In many cases, they can be embraced. This is the major problem that should not be disregarded. Furthermore, one can say that consumer culture reflects the needs of people.
Beauty myth and frustration
There is another important theme that is closely associated with beauty myth. People’s attitudes toward their bodies and their individual worth can depend on their ability to meet such ideals incorporated into consumer culture. Feminist critics believe the acceptance of body myth eventually leads to frustration or even mental disorders. In particular, one should speak about frustration of people who are continuously exposed to the ideal images of masculinity and femininity. This argument is particularly relevant to the experiences of women who cannot reach the ideals of beauty created by consumer culture. Researchers note that women, who suffer from anorexia, are continuously dissatisfied with the image of their bodies (Malson 2004, p. 83).
As a rule, they are obsessed with physical training and dieting (Bordo 2003, p. 99). They believe that physical attractiveness is the major criterion according to which their individual worth can be evaluated (Bordo 2003, p. 99; Maine 2005). Additionally, in their opinion, they do not fit the norms that are set for their gender. In turn, Michel Foucault’ model suggests that this frustration can be explained by a person’s deviance from the norms set by the community. Furthermore, consumer culture can be regarded as a tool that is used to control people. These examples indicate that the exercise of power can have a destructive effect on an individual who believes that he/she will never attain social acceptance or respect. This is one of the details that can be distinguished.
Nevertheless, this situation is not widespread only among women. It is critical remember that such problems are also experienced by some men who are extremely concerned about the physical appearance (Beynon 2001, p. 7). In many cases, these individuals suffer from depression (Beynon 2001, p. 7). Furthermore, their self-esteem is usually very low (Beynon 2001, p. 7). Therefore, one cannot say that beauty myth causes frustration only among females. Such an assumption is not quite accurate since it cannot be used to explain the behavior of males who are also affected by the consumer culture.
Admittedly, one cannot say that this frustration can only be attributed to consumer culture. It is not possible to forget about the impact of mass media, peer pressure, and the attitudes of parents. Each of these factors can shape a person’s attitude toward his/her physical appearance. To some degree, these examples illustrate the limitations of the feminist approach and Michel Foucault’s theory. One should keep in mind that contemporary theories of popular culture may not be sufficient for explaining the way in which gender identity is constructed. So, consumer culture is not the only force which affects person’s view of his/her gender.
Discussion
There is a common element which is present in each of these issues. In particular, one should focus on implicit anti-intellectualism. Consumer culture does not associate physical beauty with academic achievement, career, recognition, and other things that can indicate at a person’s social status. This is the main reason why the impacts of consumer culture are often detrimental. In many cases, consumer culture can portray male and females as primitive beings without any complex emotions and feelings. The knowledge should be considered by parents who need to understand how the values of children can be shaped by external agents of socialization such as consumer culture.
Conclusion
On the whole, these examples indicate consumer culture is a powerful force that can shape the gender identify of an individual. In particular, it can shape people’s standards of physical beauty that both male and female should adhere to. Moreover, consumer culture can identify role models that both men and women should emulate. By emphasizing various elements of the beauty myth, the representatives of corporate culture can influence the formation of people’s views on gender roles. In particular, mass media can identify the qualities that both men and women should acquire and elaborate.
The problem is that they overemphasize physical attractiveness or sexuality and pay no attention to intellectualism, achievement, education, and so forth. This problem profoundly affects the experiences of women who can be objectified by consumer culture. The use of feminist theories and Michelle Foucault’s approach can be fruitful for discussing these issues. Understanding of this issue has several practical implications. In particular, in this way, one better explain the way in which the values of children and adolescents are formed. These are the major details that can be singled out.
References
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