چکیده:
Beauty and make-up are firmly associated with gender in contemporary societies. On this basis، the majority of feminist thinkers have designated part of their rhetorical efforts to this issue. Given the significance of this issue، this article provides a brief investigation of the concept of beauty and then deals with plastic surgery and make-up and provides a history of these two in Iran and the world. Moreover، it proves that it is believed by the public that beauty can be achieved by money and individual effort. The article has investigated the role of the media and the press in Iran in allowing western culture of beauty to infiltrate while giving statistics on the consumption of cosmetics and on plastic surgeries in Iran and the globe. Three approaches with respect to the culture of consumption of cosmetics are also presented. The viewpoints of feminist opponents and proponents of the cosmetic surgery have been offered، too، together with a conclusion of the study.
خلاصه ماشینی:
Since the emergence of beauty in its modern form, individuals have considered plastic surgery not only as a way to enhance their appearance but also as a tool for empowering them to reduce or eliminate traits that, they believe, make them "other"—an "otherness" that distinguishes them from the dominant and more desirable ethnic or racial [or gender] group of society.
For feminists, the risks of plastic surgery become prominent when women face cultural and social pressures while making decisions for this procedure (Latham 2008: 440).
They criticize the dominant culture that contains patriarchal and medical pressure and causes limitations in women's ability to control their own bodies, and consequently, they are opposed to plastic surgery in itself (Latham 2008: 441).
In the feminist theory of opponents of plastic surgery, women are considered as cultural dopes 5 and under the domination of a system hungry for profit and control - Susan Bordo - Kathy Davis - Kathryn Pauley Morgan - Vivian Sobchack - Cultural dopes are (Jones & Heyes 2009: 7).
Existing feminist literature on plastic surgery focuses on social beauty standards and considers women's efforts to conform to such ideals.
Liberal feminists argue that women resist patriarchal cultural pressures better in cosmetic surgery through individual choices.
Accordingly, although women may undergo cosmetic surgery under cultural pressures, in this act, there is a sense of satisfaction, objectification, and their struggle to control their bodies that must also be considered in analyses.
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