The social meanings of cosmetics in the construction of the self image of some female university students: a qualitative study

Abstract

The purpose of this study is to examine and investigate the inter-relation of three different aspects or objects: Facial cosmetic products, self image, and social environment (i.e., workplace, schooling, and leisure time). Sociological research are lacking in this area, but however it is important to investigate the relationships between the three aspects. Three different arguments have made on these relations. First, facial cosmetic products can facilitate the attractiveness of facial appearance of the female users. Second, cosmetics use is ascribed with gendered and social values, which have been internalized and normalized by females. Third, the social discourse of the gendered and normalized women’s image in particular jobs is articulated through the media, peers’ comments, and perceived social norms. Social learning theory, beauty myth, and trickle down theory are used to apply on the relationships. Eight university students were interviewed in this research by using in-depth interview. The result indicates that cosmetics use has become a tool for my respondents to fulfill these expectations by the public.