Modern Beauty Standards: Between Patriarchy and Market Demands
Do you know what beauty truly is?
Apart from the male perspective, which has always ruled women’s life, there’s more to explore about modern beauty standards.
Even bearing in mind the subjectivity of the matter, aesthetic judgement is no longer about beauty itself, whether an archetype or related to physical traits.
Modern beauty: what influences our judgement?
Analysing beauty standards, we have to consider two main factors:
First, beauty is the embodiment of a male perspective. Therefore, it’s a matter of power. The male gaze works like a filter, shaping and dictating women’s choices. This judgemental lens has taken over women’s perspectives, almost becoming a natural feature that limits independent action, making women themselves play the man’s games.
Second, contemporary beauty is a market issue. The commercial factor is crucial in understanding modern beauty standards: the product of brainwashing through advertising, movies, tv programs, social media etc.
“Self-esteem is the reputation we acquire
with ourselves.”
Nathaniel Branden
Modern beauty stereotype
From thin to curvy, plastic dolls are the stereotype. But all shapes have the same cookie-cutter features: doughnut lips, cheekbones like protruding mountains, and eyebrows like they got scared. Sadly, that botox expression will never disappear from their face.
The emulation process triggered in young girls’ minds and adult women, whose self-esteem is not solid, is appalling. Furthermore, self-esteem is a work-in-progress because reaching self-awareness is a continuous growth process. It’s not something you can gain by simply snapping your fingers.
However, this emulation is the result of the brainwashing system, a form of persuasion that makes women look all the same, like fake plastic dolls.
Is that beauty? No, it’s business. Indeed, it’s a very profitable business.
And so, beauty standards have to do with male power and market demands more than any archetypal or old-fashioned rule.
In prehistory, the traits connected to fecundity were considered beautiful. Specifically, the Palaeolithic Venus was more generous and curvy. The Greek Venus had a more slender figure. Therefore, the beauty archetype was associated with given characteristics.
What about the modern beauty myth?
Modern beauty is not only about power but also a market issue.
So, forget who you are. Go ahead and buy your new gear. In the end, beauty has become just another product.
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