What is beauty? The answer depends on the culture. In America the ideal women is moderately tall and always thin. She has to have a thin waist with big breasts and just the right amount of curve in her hips. Advertisement companies push this ideal in every marketing campaign. This ideal has become so ingrained within society that women that do not meet this standard are often encouraged to change themselves until they fall within the acceptable range of beauty. They are encouraged by diet companies, clothes manufacturers, and makeup ads. All you have to do is open a magazine. Even within the American society there is a hierarchy of beauty. White and fair are considered more beautiful. This can be seen in advertisements. Many people of color appear lighter in advertisements then they do in reality. We were given the example in class of a commercial that was looking for an African American actor. The only stipulation was that they couldn't be too dark. Black women are also socialized into changing their natural hair. Compared to Caucasian women their hair is more curly and thick. In order to assimilate to America's view of beauty they straighten their hair, and use various forms of weave.
With this idea of beauty so ingrained in our minds, it's hard to imagine that other cultures may view beauty differently than Americans., but there are many diverse ideas of beauty in the world. In Africa there are many countries that require their women to be what many American would refer to as "fat." In these cultures women are rather forcibly encouraged to consume many fattening foods. The purpose of this is for them to gain as much weight as possible before marriage. In this countries fat women are seen as more fertile, wealthy, virtuous, and healthy. In Asian cultures they view beauty differently. If you look back in history you will discover that many young girls were subjected to feet binding. This process was used to ensure that women had small feet, because they were seen as attractive. Many of these women had trouble even doing something as easy as walking. While this practice has begun to die out, there are many others that still persist. In their culture women are considered unattractive if they are too dark. As a result many women still use skin lightening creams and baths. Many companies profit from this belief system every year. Although the beauty ideal changes from culture to culture the basic idea remains. Women are not encouraged to accept themselves as they are. Often times women are forced to conform to cultural norms or face ridicule. In certain cultures in Africa if a women is thin she will not be able to marry. No man will want her. He sees her as unhealthy and unable to care for future children. In America if a woman or even a young girl is seen as overweight she will often be made fun of by her peers. The American idea of beauty is thin, tall, and big breasts.
Black women are socialized to change their looks to fit in.
Advertisements constantly lighten the complexion of black women in media. In some African cultures women are encouraged to "fatten up" before marriage in order to appear more desirable.
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In older Asian cultures women were subjected to a practice known a "binding." Presently they still have to endure the ideal that lighter skin is more beautiful.
Different ideals of beauty from around the world.