Beauty, Whiteness, and Every Day Social Practices

Agenda Marketing cosmetics to women in historical perspective Class Mass ‘Ethnic’ The globalization of North American beauty and appearance norms (‘white, western and wealthy’) The white man’s muscles Historical Contemporary

Beauty practices are a good example of how whiteness can occupy an often invisible centre. An exploration of beauty practices reveals how power relations are embedded in every day social practices, and provides us with a good opportunity to ‘unpack’ an every day social practice.

According to Kathy Peiss in ‘Making Faces’ cosmetics use came to be understood as an ‘essential sign of femininity’ during the Victorian period, when the marketing of cosmetics began.

This commodification process was part of the creation of new social needs. The use of cosmetics intensified gender markers (the difference between women and men), as well as race and class markers between women.

Social changes/context for this transition included: Immigration, industrialization, and urbanization The emergence of mass entertainment The introduction of department stores The creation of the ‘new woman’

Femininity as a work process: Entails the disciplining of the body The government of the self

Questions How do we come to desire beauty How have beauty practices intensified, despite the women’s movement? Why is aspiration toward beauty simply regarded as human nature, while the social construction of beauty ideals are ignored? How do beauty practices come to be regarded as a positive choice? Why does Wendy Chapkis say that when we refuse to engage in these practices, we are seen as non-women?

The White Man’s Muscles Historical Representations Contemporary Representations and Practices