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-In modern society body images of both men and women can be distorted by commercial fashion
-in the fashion industry a high number of models are extremely slim and usually have the same “look”
-The fashion industry by continuing to exploit the same white, skinny models will enforce this ideal look onto usually teenage girls and boys
-This continuous implication may lead to the person believing that their own body and “looks” fall short and are undesirable
•Owning store brand jeans led to more negative person perceptions than designer/name brand jeans in a study of college students (Workman,1988).
•The use of fabrics and brand-names tend to be associated with status:
Upper Class - Burberry, Chanel, Versace (luxury goods - accessories (watches, jewelry))
Lower Class - Kmart, Goodwill
•Social groups feel a need to express their identity through their clothing. Fashion has served as a way of distinction among social classes dating back centuries ago as seen in the Tang and Song dynasties in which the color of their clothing was based on their ranking.
•Clothing choice may lead to stereotypes and discrimination.
-This fall in self esteem and negative body image leads to a need to conform in order to be accepted in social groups
-This conformity may lead to mild effects on the person such as a low self esteem which is later heightened as the person develops but also to extremes such as anorexia and bulimia
-But these ideals can lead to body shaming those who refuse or can't conform
-Body shaming usually affects those on the complete opposite of the spectrum (usually not slim people) but can affect those who seem to fall into what the fashion industry want but to an extreme (those who others may label as anorexic)
-This fear of shaming may also lead to the person conforming into the norms or images praised by popular media
In the twenty-first century, people no longer conform with dress codes that reveal their social status. They feel a need to wear what is in style and begin to conform with what the trend is among the general population. The fashion industry is able to imitate clothing deemed as rich in a costly way making it easy for the lower class to follow the trends of those in higher status.
- masculinity is seen as normal, and femininity is seen as invalidation towards a person's nonbinary identity (see: Ruby Rose) people tend to try and “pass” as their gender identity and do not express themselves as they want to (use self as an example??)
These strict rules on conformity enforce specific rules for a time of fun.
-formal attire : women are expected to wear dresses not suits
-prom
- stigma for non conformists: girls who wear baggy clothes, flannel, short hair are considered lesbians. Men who wear high end clothes or ‘feminine’ clothes are considered gay.
•Gender norms are enforced via the types of clothing advertised and deemed acceptable for certain genders.
•Females are seen as having to wear feminine clothing, males are seen as having to dress in a masculine way. Deviation from this can have several consequences implemented by people whose views fall in line with these implicit rules set by society.
•IN SCHOOLS: being kicked out of prom, rejection from classmates and administration, and even suspension are all various recorded responses to students deviating from gender norms enforced by society and the media
•Negative reactions to deviations from traditional gender roles enforce conformity to these roles and make people associate deviations with negative responses so they are discouraged
•AMONG YOUNG ADULTS:
•example: Forever 21 online catalog
pages of merchandise (60 items on each) by category:
Women: Dresses (24) vs. Active (7), Men: Suits (1)
•The hyper-sexualization of women and men can be seen through many of the female versions of costumes for many of the holiday occasions.
•sexy santa
•girly minions
• ...most halloween costumes
- Hyperfemininity: what constitutes being a woman
- attractive
- large hips, breasts…
-Hypermasculinity: What constitutes being a man
-muscles