“When you hear the word beautiful or handsome, it typically highlights a person’s physical attributes, such as fair, clean skin and tall frame.” Sopater Daniel, Mr. UMN 2022.
“I suppose beauty standards are comparable to Korean idols.” Elisabeth Azalia Limarga, Universitas Multimedia Nusantara student.
“Those who are fair-skinned, tall, attractive, and have a smooth face. And yet, this is all subjective.” Wilcoustine Qhristmas Pniel, model.
The responses you just read above are some of the answers we got from the people we interviewed about the beauty norms in their communities. When asked to describe a “beautiful” or “handsome” figure, most people do not have a significantly different perception. But what could have brought about such an event? How come people of various cultural backgrounds and upbringings can have such identical perceptions on what constitutes beauty standard?
It is important to recognise that constant media portrayals can contribute to the development of societal beauty standards. Idealised beauty standards are frequently promoted in the media. Typical examples of such physical characteristics include a slim build, blemish-free skin, long and shiny hair, even a symmetrical facial features. Repetition of these images across different platforms can influence people’s perception of beauty standards and motivate them to pursue these images.
Social media can also shape public perception about beauty. Simply put, people can share and consume a wide variety of beauty-related content on social media platforms like Instagram, TikTok, and Pinterest.
However, social media’s impact on people’s ideas of beauty can be complicated and even negative at times. Social media platforms can reinforce unrealistic beauty standards through the use of photo filters, photo editing, and selective representation. Exposure to these fabricated images can cause viewers to evaluate their own attractiveness and they might feel less attractive if they do not meet these standards.
We are aware that the media’s portrayal of “beautiful” and “handsome” leads some people to be willing to spend money and time trying to be “perfect.” Breast augmentation, liposuction, eyelid surgery, nose surgery, and abdominal area reduction surgery are the most common plastic surgery procedures for women in 2019 and 2020, according to data from Databoks. The most common procedures for men are gynecomastia, hair transplantation, dermal fillers, and neurotoxin injections. In reality, the “perfection” they seek is nebulous, fluid, and ever-evolving.
Pale skin was a sign of sophistication in some eras, while dark skin was in vogue in others. It is true that even different eras in Indonesia had different ideas about what constitutes beauty. During the ancient Javanese era, the epitome of female beauty was often likened to the character of Sita, who was the wife of Rama in the literary epic Ramayana. Described as a stunning young lady with impeccable manners, her skin is said to radiate like the moon.
Standards of beauty in Indonesia shifted as a result of European colonisation, with the spread of Western cosmetics. During the period of Japanese colonial rule, Indonesian beauty standards were once again influenced by the beauty standards of Japanese women, who were associated with flawless white skin.
“The first step is to acknowledge that standards evolve over time. Its very nature shifts as new fashions emerge. The trend right now is Korea; the beauty standard there is glass skin; those with rather big eyes; or perhaps the makeup follows a certain style,” said Sheila Putri, student support psychologist at Universitas Multimedia Nusantara, on Tuesday (23/05/2023).
When we venture into the territory of “beauty standards” we do so at a time that is both complex and often controversial. However, we also need to take a more macro view of the situation. If we continue to try to “fit in” with these ever-changing beauty standards, it will affect how we perceive ourselves. We will see the world negatively, never feel like we are enough, and be self-conscious about our physical selves.
So, what can the media do?
Indira Saraswaty, Chief Editor of the Parapuan and Tabloid Nova, acknowledged that the media plays a significant role in shaping societal ideals of beauty. The media’s constant portrayal of ‘perfect’ beauty will greatly impact people’s views and well-being. However, she claims that the media can take action to disrupt this issue.
She argues that it is critical for the company, management, and media moguls to be made aware of the situation. Nothing good will come from a media leader who continues to believe that selling body goals and the like is important because it can increase clicks, engagement, and views. However, if media executives are aware of the negative effects, they may alter their upload policies, particularly in the editorial field.
“For Nova, whose audience consists primarily of housewives, we show many mothers ‘as they are’. A mother figure does not always resemble those of slim body type women nor those who have recently given birth and subsequently lost their baby bellies. It goes a few steps further in Parapuan. We no longer discuss how to straighten curly hair. The conversation had shifted to how to embrace their natural curls,” she said during an interview on Monday (05/06/2023).
According to Indira, there were many articles about having a tan, olive skin, or even acne prone skin in the Parapuan. They also perpetuate stereotypical depictions of women’s bodies. She believes that the support provided by the media through the discussion of issues that are more inclusive about beauty is crucial to changing the socially accepted standards of beauty.
The truth is that genuine beauty comes in a wide variety of forms, dimensions, shades, and backgrounds. It is more crucial than ever for us to recognize each person’s inherent beauty as we work towards a more inclusive society. The fashion, media, and beauty industries are undergoing significant transformations right now. More and more large companies are pledging to highlight diversity in their campaign efforts.
On catwalks and in ads, models with imperfect bodies and distinctive features are becoming more common. One such campaign is #BeautyDiQuity (Beauty in Diversity & Equity) by local beauty brand Luxcrime, which highlights the importance of beauty in diversity and equality. In March of 2023, Luxcrime collaborated with the community of women with disabilities to demonstrate to the world that every woman, no matter her history or physical limitations, possesses unique abilities.
The time has come for us all to become agents of change. We can begin by altering our perceptions of ourselves and others. Instead of constantly comparing ourselves to unattainable standards, we can ask ourselves more meaningful questions like, “Do I have a healthy body? Am I content? Do I accept and appreciate myself just as I am?”
Additionally, Indira stressed the importance of establishing one’s own standards of beauty, “Try looking inward instead of outward. Redefine beauty standards in your own perfect world, looking at yourself, as you are. The next step is to embrace our own definition of beauty standard as our compass. Finally, we need a strong support system in our surroundings to lean on.”
True beauty extends beyond superficial appearances to value and promote pluralism. True beauty should instil a sense of pride in oneself and the ability to share the special light that comes from within. True beauty transcends conventional standards of beauty such as those based on body type, skin tone, or facial features, so let’s all rejoice in the ways in which we differ.
True beauty is inclusive and universal; it resides inside each and every one of us.
