Sammy Secrist

The “Male Beauty Work” article was an engaging account of the booming beauty industry in Japan, especially how it relates to men and masculinity. The author’s investigation into male beauty activities provides an interesting look into gender ideology, the cultural differences in beauty ideals, and why Japanese men are paying so much attention to their physical appearance. I found it interesting how the author suggests that the shift in beauty ideals among Japanese men represents an experimentation of identity and self-objectification in late capitalism. Unlike previous generations, “young men these days are increasingly concerned with their status as objects of aesthetic and sexual appraisal” (Miller 126). There is now an emphasis on the external representing inner identity and status. This externalization has given rise to “beautification as a component of masculinity” (Miller 126). As a result, new businesses have developed that market products and services to men who want to change or improve their appearance. Men take part in a variety of bodily adjustments to fit a specific type or look. “The male body, and the idea of masculinity itself, became objectified and commodified” (Miller 128), seen in new magazines and beauty services directed solely to male appearance and lifestyle. This consumer culture is linked to physical beauty and the ability to successfully attract females. Somewhat like the women’s beauty myth, male beauty advertisements seem to attempt to prey on a man’s insecurity of partaking in beauty practices and of attracting women. Miller says male beautification is linked to two ideas: female desire and consumption driven identity. She states, “one’s ability to attract a wife is tied to a specifically Japanese demographic problem” (Miller 127). By looking at beauty through the lens of Japanese culture, Miller challenges the idea that beauty standards are universal, and points to how culture can also construct beauty ideals. Japanese women, unlike women from other cultures, find body hair on men unattractive and look for a slim, smooth body that exhibits a childlike quality. This body aesthetic seems to deny aggression and male dominance, which is attractive to young women asserting independence and “an independent sexuality” (Miller 138). Body image comes to represent a lot about ones character and masculine identity has become defined by consumption. This idea that the body is a project and object of change “fuels an economy of beauty goods and services” (Miller 148) and ties consumers firmly to this expanding industry. Rebecca Herzig investigates ideas related to this in her article “The Political Economy of Choice: Genital Modification and the Global Cosmetic Industry”. She looks at how and why women in particular become tied to the beauty industry. Through the lens of waxing and how body hair has suddenly become made to be superfluous, she investigates the cultural norms of hairlessness and femininity, and the “complexities of consent in contexts of structured identity” (Herzig 252). The idea of choice comes into doubt when you look at the criticism of female body hair in relation to underlying ideas about women’s cleanliness and civility. Ideas like this are mirrored in the “rapid growth in American cosmetic products and services” (Herzig 254), and have also played a role in shaping the “valuation of service labor” (Herzig 256). The depilation of hair requires increased labor of a second person. This work creates unusual emotionally interdependent relations between consumers and workers, and also requires service providers to engage in physically tiresome labor.

I found Miss Representation to be a very engaging exploration into the under representation of women in America, especially those in positions of power, and the media’s role in this situation. The film emphasized the limiting portrayals and the inherently unattainable ideals of beauty. These standards have become even more extreme and unreachable than ever before due to the digitally altered images that cover the media. Men, victims as well, see these images and judge women more harshly, and women try to conform to these standards for men who have been socialized to believe they are better and more powerful than women. Women learn to look at themselves as objects, which leads to lower confidence, lower cognitive thinking, etc. This message that a woman’s value lies in her body distracts from seeing the ability to make a difference and become leaders. What you see inspires what you believe is possible for you, and if all you see is body image and negativity it presents a problem for what you work to achieve. I found it really interesting how this film investigated women in power in relation to this under representation. I found it really shocking how much women are objectified/sexualized on the news. I think this attention to physicality affects their ability to partake in the political process. The more power women get, the more backlash they seem to receive. The comments from the media about the women in question were quite appalling and focused mainly on their appearance. Women are made to seem more emotional which makes them seem more irrational and unable to effectively lead. Women in power were viewed negatively. It appeared patriarchy is America’s default.

In conclusion, culture and media play enormous roles in the construction of beauty ideals, gender ideology, and the under representation of women.