Angela B. McCracken
- Published in print:
- 2014
- Published Online:
- April 2014
- ISBN:
- 9780199908066
- eISBN:
- 9780199381517
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199908066.001.0001
- Subject:
- Political Science, International Relations and Politics, Political Economy
This book takes seriously the frequently maligned and trivialized global beauty economy, just as it has become one of the most important worldwide industries. Through the lens of beauty products, ...
More
This book takes seriously the frequently maligned and trivialized global beauty economy, just as it has become one of the most important worldwide industries. Through the lens of beauty products, practices, and ideas of youth in Guadalajara, Mexico, the book analyzes whether and how beauty norms are changing in relation to the globalizing beauty economy; who benefits and who loses from beauty globalization; and what this means for gender norms among youth. Weaving together an ethnographic approach to understanding beauty practices, global political economy, and feminist analysis, the book presents a feminist analysis of the global economy of beauty. Rather than a sign of frivolity, the beauty economy is intimately connected to youths’ social and economic development. As in the popular fiesta de quince años, a fifteen-year-old girl’s birthday party, cosmetic makeovers have become a modern rite of passage for girls, enabling social connections and differentiations, as well as entrepreneurial activities. The global beauty economy is a phenomenon generated by young people, mostly women, laboring in, teaching, and consuming beauty. Globalization in the beauty economy is a phenomenon propelled by youth, eager for belonging and originality, using every mechanism at their disposal to look good. Contrary to popular wisdom, globalization in the beauty economy is not homogenizing beauty standards to a Western ideal; it is diversifying beauty standards. Globalization, combined with youths’ desires for uniqueness, is enabling the spread of a diversity of beauty cultures, including alternative visions of gender-appropriate looks and behavior.Less
This book takes seriously the frequently maligned and trivialized global beauty economy, just as it has become one of the most important worldwide industries. Through the lens of beauty products, practices, and ideas of youth in Guadalajara, Mexico, the book analyzes whether and how beauty norms are changing in relation to the globalizing beauty economy; who benefits and who loses from beauty globalization; and what this means for gender norms among youth. Weaving together an ethnographic approach to understanding beauty practices, global political economy, and feminist analysis, the book presents a feminist analysis of the global economy of beauty. Rather than a sign of frivolity, the beauty economy is intimately connected to youths’ social and economic development. As in the popular fiesta de quince años, a fifteen-year-old girl’s birthday party, cosmetic makeovers have become a modern rite of passage for girls, enabling social connections and differentiations, as well as entrepreneurial activities. The global beauty economy is a phenomenon generated by young people, mostly women, laboring in, teaching, and consuming beauty. Globalization in the beauty economy is a phenomenon propelled by youth, eager for belonging and originality, using every mechanism at their disposal to look good. Contrary to popular wisdom, globalization in the beauty economy is not homogenizing beauty standards to a Western ideal; it is diversifying beauty standards. Globalization, combined with youths’ desires for uniqueness, is enabling the spread of a diversity of beauty cultures, including alternative visions of gender-appropriate looks and behavior.
Angela B. V. McCracken
- Published in print:
- 2014
- Published Online:
- April 2014
- ISBN:
- 9780199908066
- eISBN:
- 9780199381517
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199908066.003.0001
- Subject:
- Political Science, International Relations and Politics, Political Economy
This chapter counters popular assumptions about the global beauty economy, arguing that it is neither frivolous nor culturally homogenizing. Rather, the global economy of beauty is a space where ...
More
This chapter counters popular assumptions about the global beauty economy, arguing that it is neither frivolous nor culturally homogenizing. Rather, the global economy of beauty is a space where production, marketing, distribution, and consumption of beauty are intertwined with the production of gendered bodies, youth cultures, the blurring of distinction between public and private spheres, and beauty entrepreneurialism. The global beauty economy is as important to understanding gender politics as it is to understanding global political economy. The chapter then lays out the central questions of the book—how do beauty images, products, and ideals circulate? Who benefits from the beauty industry? How do adolescents experience and act on the globalizing beauty industry? Are youths’ norms of beauty and gender changing in ways that signify changes in gender, race, or national identity constructions? The chapter also defines key terms such as globalization, gender, and gender lenses.Less
This chapter counters popular assumptions about the global beauty economy, arguing that it is neither frivolous nor culturally homogenizing. Rather, the global economy of beauty is a space where production, marketing, distribution, and consumption of beauty are intertwined with the production of gendered bodies, youth cultures, the blurring of distinction between public and private spheres, and beauty entrepreneurialism. The global beauty economy is as important to understanding gender politics as it is to understanding global political economy. The chapter then lays out the central questions of the book—how do beauty images, products, and ideals circulate? Who benefits from the beauty industry? How do adolescents experience and act on the globalizing beauty industry? Are youths’ norms of beauty and gender changing in ways that signify changes in gender, race, or national identity constructions? The chapter also defines key terms such as globalization, gender, and gender lenses.
Angela B. V. McCracken
- Published in print:
- 2014
- Published Online:
- April 2014
- ISBN:
- 9780199908066
- eISBN:
- 9780199381517
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199908066.003.0008
- Subject:
- Political Science, International Relations and Politics, Political Economy
This chapter returns to the research questions posed in the introduction. The chapter concludes that norms of gender are changing; beautification is more important to gender socialization than ever, ...
More
This chapter returns to the research questions posed in the introduction. The chapter concludes that norms of gender are changing; beautification is more important to gender socialization than ever, is more reliant on artifice, and is labor-intensive, diverse, and global. Beauty products, ideals, and images circulate through media and industry marketing, but also through the reproductive economy, where word of mouth, family, and friendship are as important as fashion magazines. Who benefits from the globalizing beauty economy is structured by the pronounced gendered division of labor within the beauty industry, and between it and other industries. As has been documented in other industries, and despite women’s overwhelming participation in beauty commercialization, masculinities are generally rewarded over femininities. Additionally, the most valued femininities are momentarily, if at all, achievable ideals of youth and beauty. The chapter concludes with suggestions for further research in Mexico, globally, on beauty, and with youth.Less
This chapter returns to the research questions posed in the introduction. The chapter concludes that norms of gender are changing; beautification is more important to gender socialization than ever, is more reliant on artifice, and is labor-intensive, diverse, and global. Beauty products, ideals, and images circulate through media and industry marketing, but also through the reproductive economy, where word of mouth, family, and friendship are as important as fashion magazines. Who benefits from the globalizing beauty economy is structured by the pronounced gendered division of labor within the beauty industry, and between it and other industries. As has been documented in other industries, and despite women’s overwhelming participation in beauty commercialization, masculinities are generally rewarded over femininities. Additionally, the most valued femininities are momentarily, if at all, achievable ideals of youth and beauty. The chapter concludes with suggestions for further research in Mexico, globally, on beauty, and with youth.
