Popular culture has had an impact on beauty standards and body image throughout history. These beauty standards brought about by popular culture have influenced and constrained women in their roles in society. In the 1920s and 30s, pantyhose and binding corsets consumed women’s fashion, physically limiting the stretch of their daily activities. At this time, cosmetics also became increasingly popular. Over the years, popular culture has manifested itself in ways that are oppressive and restrictive to women. Naomi Wolf calls this the Iron Maiden, which I discussed in my first response. Wolf also believes that rather than art imitating life, the most powerful people in the beauty industry and those with political interests dictate what women should do with their bodies.
One way that popular culture has influenced beauty standards is through toys. Barbie has played a pivotal role in shaping how young girls view adulthood glamour and how they define womanly beauty. In one of my blogs, I discussed the role of Barbie and her influence on young girls throughout the years (http://minniesez.blogspot.com/2009/09/blog-5-gender-and-toys.html). In the 1950s, Barbie was advertised as a slim, glamorous, docile, bride. In the 1960s, Barbie took on her domestic role as the head of the household in Barbie’s Dream House. Girls were once again encouraged to take their place in the home, isolated from the rest of society, organizing her household. In the 1980s, another Barbie came out which emulated the workout craze of the time. This Barbie was outfitted in leg warmers and a tight fitting leotard, showing off her slim waist and large bust. One child narrator commented that Barbie looks great after working out. This is a very positive message to send young girls. However, the positive message of health and fitness is ruined when the little girl says that Barbie must be going on a date with that great body. This comment encourages young girls to believe that their value and attraction from men is directly proportional to how much they work out or if they look like Barbie. Hypocritically, toys designed for young boys are oriented toward violence, adventure, and individualism. Popular culture encourages boys and girls to be raised as polar opposites. Males get to take on the role of an autonomous warrior and instigator while females are supposed to be docile, weak, submissive beings, consumed in approval of men to define themselves. One essay in Body Outlaws entitled “Klaus Barbie and other dolls I’d like to see”, Susan Jane Gilman uses a satirical approach to critique Barbie’s marketing to young girls. Gilman, in one of her more serious statements, asserts that “looks, girls learn early, collapse into a metaphor for everything” (Gilman 16). In discussing Barbie’s easily removable head, Gilman exclaims “Hey girls, a head is simply a neck plug, easily disposed of in the name of fashion” (Gilman 19). Gilman makes a good point here. Young girls want to emulate Barbie, an impossible ideal to uphold as her outfits, shoes, and even her head are completely disposable.
In contemporary culture, beauty advertising has become out of control with the increase in technological venues for media (aka TV, radio, internet, magazines, etc.) as well as endless money to spend on it. Naomi Wolf discusses popular culture’s influence on beauty standards in her chapter called “Religion” in her book The Beauty Myth. Wolf asserts that men have created a beauty cult centered around frivolously spending on the newest beauty products in order to maintain an image of youth and “beauty.” Instead of accomplishing this, however, women end up neglecting worthwhile opportunities to waste money, time, and self-esteem on unnecessary alterations to their appearance. Ironically, despite use of all of these beauty products, even doctors admit that beauty products will not get rid of wrinkles or change a woman’s physical appearance. A Professor Albert Kligman at the University of Pennsylvania states “it is physically impossible for them to get deep enough into the skin to make any lasting difference to wrinkles” (Wolf 111). Most recently, the beauty cult has gone further, extending into the world of plastic surgery. Women can now physically alter their bodies through a surgeon’s cutting knife. Subtle and drastic cosmetic surgery procedures have been rising in popularity. Many “noninvasive” procedures such as Botox are growing in popularity but are also very damaging to women’s body image. Unlike lotions and creams, surgical procedures can change a woman’s physical appearance permanently.
Several specific advertisements are extremely negative to women’s body image. A recent Marc Jacobs commercial shows Victoria Beckham as the purchased item in a shopping bag (http://www.nytimes.com/2008/04/10/fashion/10TELLER.html?_r=3&oref=slogin&oref=slogin). This advertisement puts this woman literally in a shopping bag, much like a handbag or a pair of shoes. She is no longer more valued than any other purchased item or piece of property. The advertisement also has a tinge of violence in it, Beckham’s naked legs sprawled out of the bag, looking lifeless. This gives the connotation of murder or death – perhaps death for fashion? Either way, her skin is no longer warm and full of life – she is a dead piece of leather. This advertisement is damaging to the image of women because it reduces them to the level of a piece of merchandise.
Another negative advertisement was on American Apparel’s website (http://www.about-face.org/goo/newten/8/eight.shtml). This shows opposing images of the same shirt on a woman and a man. The man is pictured straight forward, powerful and assertive. The woman is bottomless, looking a little ridiculous bending over in an animal-like sexual pose. This is a direct example of how advertising is different for men and women.
Finally, a negative advertisement I found is related to the Barbie discussion earlier (http://www.about-face.org/goo/newten/8/five.shtml). This advertisement is for a reality show which follows young girls competing in beauty competitions. These girls are encouraged to dye their hair, stay thin, wear makeup and fake teeth (to look like adults), and then prance around in swimsuits and outfits that look fit for Las Vegas showgirls. The influence of Barbie, Bratz Dolls, and our oversexualized popular culture has negatively impacted these young girls, often used as profit machines for money-hungry moms. Forcing prepubescent girls to believe that sexiness is equal to value is extremely damaging to their body image.
However, some companies have had positive beauty advertisements. The Dove campaign for real beauty has made major strides in encouraging positive body image, especially with young women who are still developing their sense of self. On the other end of the age spectrum, Dove advertises for
“pro-age” products, stating that beauty doesn’t have an age cutoff (http://campaignforrealbeauty.com/).
Another positive popular culture commentary on beauty products is this video I found on about-face.org (http://about-face.org/gow/newten/5/). Sarah Haskins makes a satirical analysis of ridiculous beauty products. I wish that her program was more popular because she brings to light many of the issues that Wolf discusses in the Religion chapter of the beauty myth.
Finally, another backlash against popular culture’s beauty obsession is the documentary “America the Beautiful” (http://about-face.org/gow/newten/5/three.shtml). This documentary fights back against the insane plastic surgery and beauty practices implemented in America.
In conclusion, I believe that popular culture and the media will always influence beauty standards. However, I believe that it is important for women to truly educate themselves and make wise decisions when choosing beauty products, rather than simply yielding to the status quo.
Extra Works Cited:
http://about-face.org/gow/newten/5/
http://about-face.org/gow/newten/1/index.shtml
http://www.nytimes.com/2008/04/10/fashion/10TELLER.html?_r=3&oref=slogin&oref=slogin
http://www.about-face.org/goo/newten/8/five.shtml
http://www.about-face.org/goo/newten/8/eight.shtml
http://campaignforrealbeauty.com/
http://about-face.org/gow/newten/5/three.shtml