Slashing Beauty Standards

I am going to discuss the concept of beauty standards and the effort made to break them, within this idea of cultural hegemony. Don't have any stomach rolls when you sit down. Make sure there is no cellulite in your thighs. Wait, are those stretch marks? Are you bikini season ready? These are some of the many things, due to the standard of beauty pushed by the mainstream media, that girls of all ages worry about daily, whether we like to admit it or not. How are we supposed to think any different when this idea of 'perfection' is plastered all over social media, magazine covers, television, and the like? 

We are all familiar with Victoria's Secret and the body types those models possess, but what message does it send to the 5'4, 140 pound, natural girl, when those are the only body types included in such a company? It sends a large message, one that led to supermodel and activist, Ashley Graham, speaking out on the topic at an NYC Launch party for a new Revlon cosmetic item. "For me beauty has always been beyond size. This is about using women who look different because we all look different and we need to praise that difference about us. That is what is beautiful, it’s that we’re all not created the same" (Kaitlyn Frey, People Magazine 2018). This came about after the 2018 Victoria's Secret Fashion Show, and here you can find her initial reaction, along with others, to the issue at hand. 

Ashley Graham is a perfect example of someone breaking the standard of beauty that has been so widely acknowledged. She is not 5'11, she is not 115 pounds, she is not a size 2;  she has curves, cellulite, stretch marks, and is absolutely stunning in every sense of the word. The body positive movement has been around for quite some time, but just recently it seems like the trend is on the rise. Not only are people being vocal about the topic, but the drop in sales at Victoria's Secret, is reflective of women no longer settling for just one body type being deemed 'perfect'. "Just a few weeks ago, VS announced they were shutting down 53 stores after sales dropped 7 percent in its last quarter. This steep decline was a direct result of the brand refusing to listen to customers to include more bra sizes and feature more diverse and inclusive models in their campaigns, reports CNN" (Faith Brar, Shape Magazine 2019). 7% is really just a drop in the bucket for Victoria's Secret, but the need to close down 53 locations may have been somewhat of an eye-opener that VS needed.

This conflict has created some, but not necessarily significant change. Just last week, Barbara Palvin, a 25 year-old Hungarian model, was given her 'wings' and named a Victoria's Secret Angel. Her body type is different from other VS models as she stands at 5'9, weighing 120 pounds, and is between a size 2 and 4. Here is where you can see the varying opinions on her becoming an angel. Some people saw this as the brand being more inclusive, and others, including myself, saw this as the brand completely missing the point.

The attempt made by Victoria's Secret to be more inclusive was minimal, but it was there. Small strides hopefully will lead to larger ones, and maybe one day we'll see some stretch marks and cellulite in a VS magazine or walking down a runway. 

If we don't, there is always the clothing/lingerie/lounge-wear company Aerie, who has made a conscious effort to acknowledge and recognize all body types, as they are; no airbrushing or photo shop. Just women in their natural, god-given beauty. Oh, and a purchase made there versus VS, won't require taking out a small loan.

Module 9 - Hegemony

Cultural hegemony refers to the power that a specific person or thing holds in social institutions. By having this strong representation in culture, hegemony tends to rule the culture, by first holding a strong spot in culture and then spreading it throughout the culture. An example of cultural hegemony I would like to use is the strong representation that fast food/ franchises hold in the world. Similar to the video “Cultural Hegemony” it is defined as something that has a dominant society, with something made up of that society such as people and places, with something added that may be considered radical/ dangerous. In my example, fast food franchises would be the radical or dangerous aspect of cultural hegemony being added to the dominant society, weakening it. The changes that fast food can have an effect on would be making people reliant on quick service fast food options, often not being the healthiest of options to consume but rather the more convenient option. Rather than spending time shopping for ingredients and preparing dishes to eat, the convenience of stopping somewhere where you can have food prepared for you in a quick way and delivered to your finger tips makes it easier for the consumer, often times adding to the laziness of the average American. Similar to the effect that having a smartphone (computer) attached to your hand at all times while you’re awake, it makes the consumer reliant on something which would cause mass confusion if it were to be pulled from the consumers.