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The Digital Age and the Amplification of Westernised Ideals
The digital age, characterised by the Internet and social media, has fundamentally altered the production and consumption of media, leading to an unprecedented volume of content creation. This mass content production plays a significant role in amplifying Westernized beauty ideals for several key reasons.
Dominance of Western Platforms and Content Creators:
Major social media platforms, search engines, and content creation tools were largely developed in Western countries. This has led to a digital landscape where Western content creators, celebrities, and influencers often dominate in terms of visibility and reach. Their content, which often reflects and reinforces Western beauty standards, is thus widely disseminated and consumed globally.
Algorithms and Content Curation:
Algorithms used by social media platforms play a significant role in determining what content users see. These algorithms often prioritise content that is popular and engaging, which, due to the aforementioned dominance, frequently translates to content featuring or promoting Westernised beauty ideals. This creates a feedback loop where these ideals are constantly reinforced and normalised.
Commodification of Beauty:
The digital economy thrives on attention, and beauty, particularly when it aligns with established ideals, is a powerful tool for capturing it. This has led to the heavy commodification of beauty online, with influencers, brands, and advertisers leveraging Westernised beauty standards to sell products, gain followers, and generate revenue. This commodification further entrenches these ideals as the aspirational norm.
Accessibility and Globalisation of Images:
The internet has made images and videos incredibly easy to access and share. This has led to a homogenisation of visual culture, where a relatively narrow set of beauty ideals, largely originating from the West, are circulated globally. This constant exposure can lead to the internalisation of these ideals, even in cultures with historically different standards.
Lack of Diverse Representation:
Despite increasing calls for diversity, the digital space still suffers from a lack of representation of diverse beauty standards. Content featuring people of color, diverse body types, and non-Western features often receives less visibility and engagement compared to content that aligns with Westernized ideals. This lack of representation reinforces the idea that Western beauty is the norm, while other forms of beauty are marginalised.
