GRSJ224/MedicalizationOfFemaleBeauty

Introduction

What is medicalization?

Medicalization is the process by which aspects of life that were considered bad or deviant are redefined as sickness and needing medical attention to remedy.

Beauty then and now

Female beauty has evolved over the years. Beauty in the Victorian era was measured by how healthy a woman was. Wide hips, skinny waist, large breasts and a plump figure were once seen as beautiful. This idea of beauty was sought after because these traits entailed a higher survival rate during childbirth. Women had the role of bearing children and being a domestic wife, therefore their bodily traits were in line with their purpose. On occasions, this figure was naturally achieved through the use of corsets, and the medicalization of female beauty was yet to exist.

In the twentieth century, the standards of a ‘perfect’ body have shifted away from the era of natural beauty. Media outlets, as well as the fashion industry have altered the definition of beauty. Large breasts, flat stomach, thin waist, firm buttocks and a pretty face are the new characteristics in order to be considered beautiful. In today’s society, beauty is an important trait to be successful. Those who are not seen as beautiful are disadvantaged in numerous ways such as their confidence, career and salary. With the increased technology to perform cosmetic surgery and the medicalization of beauty, it gives women a fair chance to competitively compete with those who are naturally beautiful.

Western perspectives of beauty

Heidi Klum walking the Victoria Secret runway in 2001.

Media Influences

The ability of advertisements is to transform wants into needs. This is a phenomenon that affects women who strive to attain the same level of beauty as the person seen on screen. This can cause body dissatisfaction, low self-esteem and possibly an eating disorder. In addition to advertisements, social media and Hollywood films have also influenced the demand for cosmetic procedures or the alteration of a women’s natural look.

Shows such as America’s next top model, and the Victoria Secret Fashion Show are persistent reminders of what beauty is defined as in the public. The Victoria Secret Fashion Show alone attracts over 6.7 million adults ages 18-49 during their annual showing. Models on average have measurements of 34-inch bust, 24-inch waist and 34-inch hips, with a height of at least 5 feet 8 inches. On the other hand, the average American teenager has measurements of 36-inch bust, 30-inch waist and 36-inch hips. This causes women to become self cautious over their ‘flawed’ body, and crave to improve their body to be one like on television. Victoria Secret model, Heidi Klum, has gone through several surgical procedures including breast implants, tummy tuck and liposuction to achieve a body that would be ‘angel’ worthy.

Cosmetic Surgery

The various types of cosmetic surgery that can be performed on a woman's body.

What is cosmetic surgery?

Cosmetic Surgery is defined as a procedure focused on enhancing a patient’s appearance. This elective surgery is often used to reduce signs of aging, or altering one’s image. According to the American Society of Plastic Surgeons, the top 5 surgical procedures include: breast augmentation, liposuction, nose reshaping, eyelid surgery and tummy tuck. Of the listed surgeries, 92% were done on women, while the remaining 8% were on men.

Cultural influences

South Korean group, Girl's Generation, posing for photo shoot.

South Korea: Korea is known to be the plastic surgery capital of the world. It originated when Korean girls worked in the sex trade profession and viewed cosmetic surgery as an investment with the hopes of marrying a wealthy husband. In addition, the evolution of K-pop has also influenced the beauty standards of Korean women. Groups such as Girl’s Generation had multiple members going under the knife to reconstruct areas of their face. Popular surgeries include double-eyelid surgery, nose jobs and jaw reshaping.

Brazil: Following South Korea and the United States, Brazil is a leading country in the consumption of plastic surgery. A main reason for this is the free of charge or discounted access to pricey cosmetic treatments for increasing the self-esteem of the low-income people. In the eyes of Brazilians, beauty is a right, which reinforces and encourages women to look beautiful. According to Alexander Edmonds, a women’s principle illness is poverty. However in Brazil, plastic surgery can also be seen as a way of patriarchy, as the practice of surgery is male dominated. The female has the undermining thought that she has to be beautiful in order to attract males.

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