Thomas Schrader - "Beauty" - 4/16/2012

             Global definitions appeared to have gone to the extreme in reading this week’s articles. What was clear, however, was that how we define beauty as a globalized world is mainly the result of Western definitions. The result, however, is dangerous methods to obtain this image of beauty. In “Watching Miss World” I was shocked by the measures these young women take to win the title of Miss India. Every single quality, physical and emotional, was fixated on among these girls by the trainers. Even the way they spoke English was scrutinized. They had to speak English in a certain way that sounded better to the ears. While “being seen” has been a part of this culture for quite some time, with increases in the consumption of media and celebrities, a substantial amount of power is seen in more visible professions for women, such as modeling. As the author puts it, there is a “disturbing intensity” within the training programs, and it seemed that many of the girls were not enjoying themselves. Even though they were harming themselves, they found this opportunity their only way to become famous, to brand themselves, to be successful. Basically, this western ideal that even most Westerners can't fit into, this women want more than anything. Women sell themselves to this industry around the world. They not only sell their bodies to be judged in a beauty contest. They also get mixed up in the corruption of the media industry, where male-controlled multi-national organizations reduce women even further into objects to be used by men, mainly for sex. Many times, it seems the winners are already picked because they are the most Western, even if they perform in stereotypical ways that mock the culture and country they come from.

            In the chapter on “Structural Adjustment and International Standards” this phenomenon seems pretty recent as the result of economic liberalization. New definitions of beauty have been laid out and are carried to the extremes. Individuals completely lose who they are. Furthermore, women who cannot obtain this ideal beauty, because of class or conservative religious values, are reduced to nothing. Most surprising, was probably the concept of “colorism” and inter-racial conflict it seems. No longer is being white more highly regarded than darker races, but shades of darkness are now under scrutiny. Because other racial groups can never truly obtain membership into the white race, “lightening” has become the next best alternative and also the most deterious.

            In “Yearning for Lightness” the idea of lightening a bleaching the skin comes up again. It is a global phenomenon that has stuck around as a result of colonialism that faced many countries around the world for many years. Multinational corporations are the ones benefiting most from this as well, obviously run by men. Most disturbing is that lightening of the skin has also been referred to as a “cleaning,” a term that works to only further “other” darker races and define them as “dirty.” How can we function as a global world where difference obviously exists? Individuals around the world are constantly internalizing the beliefs that they are not good enough and that they can never comes close to the ideal beauty.

            The articles on Pakistan fashion shows and Brazilian beauty expand on this idea further, showing the homogenization of beauty. It is expanding into places where it has never gone before. Beauty competitions and fashion shows provide an escape into what is presumed to be “better,” that which is Western. The article that mention the Nigerian contestant, further demonstrated that competitors in this competitions are all expected to look and act one way. There is no room for uniqueness or difference. Connections to a “primitive” or unindustrialized cultures means an instant loss for any contestant.. Beauty has taken on a single meaning, in a situation that seems worse than ever before.