Consumerism and The Social Construction of Female Body
Journal Title: Review Journal of Political Philosophy - Year 2017, Vol 0, Issue 2
Abstract
Globalization and open market economy have impacted the social life to a great extent.The process of globalization has exercised definite impact on how beauty should be viewed,assessed and judged and the ideology of market economy which is based on consumerism and commercialization has used this impact to its benefit to fulfill its purpose of profit.It intentionally has tried and helped in establishing the universalized homogenized norms and parameters of beauty as fair, white, blonde, and blue -eyed.The agenda behind the beauty contests which propagate and thrive on the myth “beauty with brains”, is to completely deny the notion of natural beauty as it is the hindrance on their way to profit and success in the beauty -bussiness.The ideal imagery of woman with perfect body and captivating smile is created and widely propagated through advertisements, films, and tele-programmes by media.This ideal is being internalized by masses as it percolates slowly but steadily into society.This paper aims at analyzing as to how market economy based on patriarchyis helping in commercialization and objectification of female body and sexuality.The treatment of the subject is being done in feminist perspective.
Authors and Affiliations
Dr. G. C. Pandey
Keywords
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