How the Beauty Industrial Complex Oppresses Women
Irwin Ozborne, Guest
“If tomorrow, women woke up and decided they really liked their bodies, just think how many industries would go out ofbusiness.” – Dr. Gail Dines
A mother comes home after a stressful day at work with many tiny worries racing through her mind. She pulls in the driveway and opens the garage door to see her 16-year-old daughter hanging from the rooftop, lifeless, dead, from suicide. She was too fat, so she developed an eating disorder, then was too skinny and “sick” and eventually she gives her reason in a note that is summed up with the words, “soon the pain will be gone.”
Who is at fault? The parents, counselors, school, bullies at school? Partially, all of the above are to blame. But the greater culprit that allows this to continue is the media and beauty industry.
There is an old parable that explains of a small town that suddenly notices a baby floating down the river and all the people come together to rescue the child. Soon, they discover another baby and another and another all floating down the river. All of the resources of the community are put together to take care of the babies coming down the river but they can not keep up and can not save everyone. Eventually, someone offers the suggestion, “Let’s go upstream and see who is throwing all the babies in the river, then we can stop the problem at its core.” This is where the beauty industry is to blame.
Beauty in Western society has become a serious illness. In fact, you could call it an epidemic. Young women in America are being poisoned daily by corporations, advertisements, television, school, friends, and even family members. From the time they are young, they are engrained with the message “beauty is everything and everything can be obtained with beauty.”
Eighty-One percent of 10-year-old girls have a fear of being fat! Another study by the University of Central Florida showed that nearly 50% of girls, aged three to six, were already concerned about their weight. Nearly half of all fourth-grade girls have begun dieting. And by the time they reach high school, 90% of girls are dieting, while only 10% are actually overweight. But the fear of being fat is gone by the time they hit 17-years-old, because now more than four out of every five girl are “unhappy” with their body (Ross, 2012).
I saw a post that said “54% of women would rather get hit by a truck than be fat.” I laughed at the exaggerated message only to do more research and found out that it was not as far-fetched as I first believed. Thankfully, I have been unable to find any validity to that number, but some of the online posts about this scare me.
“How big is the truck, LOL?”
“How fast is the truck going? Will I get hurt?”
But, according to Radar Systems, nearly half of adolescent girls would rather have cancer, experience the death of a parent, or a nuclear war instead of getting fat. And these numbers are only dealing with weight. We haven’t even dug into the full beauty epidemic.
Actress and makeup artist Eva Devergilis states that every woman that sits in her chair apologizes for the way they look. This includes all ages, race, body types, weight, etc. Every single woman that comes in to see her apologizes for their looks. Why have we placed such an emphasis on beauty and why have we set the standard so high that nobody can be satisfied?
“Being a model is like winning the genetic lottery…Planning to be a model when you grow up is like planning to win the Powerball,” said professional model Cameron Russel, “and those are not pictures of me. They are constructions made by professional makeup artists, photographers, hairstylists and photoshop.”
The amount of time and money women spend in regards to their appearance is keeping them out of developing into a more complete person. As Jason Whitlock wrote in an article in the Kansas City Star, “How many more young girls out there are aspiring to be Beyoncé as compared to Hillary Clinton?”
Beauty is the main form of currency for women in Western culture. If you have beauty, you can have anything. They can not escape it because it is everywhere – television, internet, social media, etc. Their image is observed everywhere, by everyone, including themselves. This leads to beauty and image as the number one priority in the lives of young women and children.
But beauty is not the problem. It is wonderful and should be admired to some extent. The real culprit of the beauty epidemic is a three-part problem which is controlled by corporate America and the media (which subsequently profits off corporate America and has no urgency to report anything that opposes their financial interests). It stems from creating 1) the belief that beauty is the most important and powerful thing in the world; 2) this is what beauty looks like; and 3) you do not look like this.
With this system, you will always be stuck at number three. You will constantly be buying products, having surgeries to try to reach the level of beauty defined by corporations. The same corporations, mind you, which are selling you the products. It is a giant marketing scheme. None of it is true.
And women know this. But that is how incredibly powerful the propaganda system works. We know outer beauty is not everything, we know that the images they portray are not possible, but we also know we do not look like that. But at that point, we need to just say, “… and that is ok.”
1. Beauty is the most important and powerful thing in the world.
You are told that beauty is the most important thing in the world. If you are not beautiful, you are not important, you are not successful, and you really have no value to the world. This message begins with the media, brainwashes everyone valuable in our lives, and trickles into our brains from the time we are young.
The media (television, films, videos, billboards, magazines, movies, music, newspapers, fashion designers, social media, and other internet sites) bombard us with body images throughout the day. Young children spend around six to seven hours per day enamored with these messages (Brown, JD 2002). Chris Downs and Sheila Harrison found that one out of every 3.8 television commercials portrays a message about attractiveness. They went on to state that the average viewer sees about 14 of these messages a day and more than 5,200 advertisements related to attractiveness each year (Downs, 2011).
By the time the average teenage girl in Western society reaches age 18, she has seen nearly 100,000 television advertisements about the importance of attractiveness. This does not include seeing images on the internet, facebook friends, or other media outlets which account for an additional 5,000 plus images per week! (Wiseman, 2012)
2. This is what beauty looks like.
The same people shoving this message down our throats are the same people defining beauty. This definition is always changing. Look at the images of “beauty” just in the last century and how much the “ideal body image” continues to change. This is not by accident. They want you to continue to strive for an unachievable goal. Therefore, you are always in the quest for more.
A study showed that women experience an average of 13 negative thoughts about their body each day, while 97% of women admit to having at least one “I hate my body” moment each day. The comparisons damage the minds of nearly all women each day.
And this “ideal image” you see in the media is 23% below that of the average woman in America – 20 years ago this difference was only eight percent. The gap between reality and ideal image is widening by the day, with Vogue’s Gisele Bunchen (5’11, 125 pounds) at 25% below normal body weight.
3. You do not look like this.
Without directly saying this, this message is implicitly implied. A study showed that observing an image of body image through the media leads to increased depression and shame while reducing self-esteem and body satisfaction.
And that is the formula they use. Present an image that is unobtainable in which they know will cause women to feel bad and hate how they look. Then repeat the image over and over – as the Hitler propaganda system has proven to work – until they believe it to be true. Then, they will spend their money on your product, watch your programming, and have your surgery.
Oppression only Survives Through Silence
“I distrust those people who know so well what God wants them to do, because I notice it always coincides with their own desires.” – Susan B. Anthony
This is the implicit oppression of women in Western society. For the majority of our country’s history there has been explicit oppression of women, people of color, homosexuals, mentally ill, and basically anybody who is not a white male. This only survives without anyone speaking out. Then comes the implicit, covert oppression which takes place by subliminally putting messages out through the media that one race, gender, or orientation is inferior.
There is a universally accepted concept that “nobody is perfect.” The concept of being perfect means to be without flaw and to hold all desired qualities and characteristics. So here we have the concept of “perfect” in which the beauty industry teaches us is the ultimate goal to happiness and joy, yet we are also constantly reminded that “nobody is perfect.” Basically, stating that it is impossible to ever achieve this goal. It becomes a never-ending cycle of self-hatred, followed by seeking external pleasure to fill internal voids.
In reality, the opposite is actually true; which is also the antidote to this epidemic. The idea that nobody is perfect is the biggest lie you have ever been told. The truth is that everybody is perfect. To be perfect means to have all the desired qualities and characteristics – but it never says whose desires. If we can change the train of thought to realize that everything about us is already perfect, there would be no more comparison, and trying to be something we are not. Instead, loving what we already possess and loving everything about everyone else.
This is a concept known as unconditional love. It means to love without condition, without judgment, and to accept completely as it is. This means to not complain, question, or have a desire to change, but to accept perfectly as it is in the present moment.
While the concept seems simple, it is quite difficult. In fact, most people spend their lifetimes trying to achieve unconditional love. In essence, unconditional love is synonymous with enlightenment. Both refer to removing labels, judgments, and untruths, and seeing the world as it was presented to us through the lens of our true self. It means removing our mask and seeing the world for how it is, without its mask.
About the Author
Irwin Ozborne is a survivor of childhood abuse and torture for 13 years. He is an alcoholic in long term recovery, and now a Mental Health Practitioner and Public Speaker. He sees patients in his private practice, where he practices holistic care and incorporates eastern philosophy.