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/lp/springer-journals/a-critical-discourse-analysis-of-south-asian-women-s-magazines-the-a8T83AXgQM
- Publisher
- Palgrave Macmillan UK
- Copyright
- © The Editor(s) (if applicable) and The Author(s) 2017. The author(s) has/have asserted their right(s) to be identified as the author(s) of this work in accordance with the Copyright, Designs and Patents Act 1988
- ISBN
- 978-1-137-39877-2
- Pages
- 55 –85
- DOI
- 10.1057/978-1-137-39878-9_3
- Publisher site
- See Chapter on Publisher Site
Abstract
[Through the analysis of features and advertisements, this chapter demonstrates that the ideal of female beauty on offer in South Asian women’s magazines is a global aesthetic based on Western standards. It claims that magazines target liberated and successful women who despite their independence receive messages that play on perceived insecurities. Women in India are encouraged to emulate Western women’s looks and fashion by purchasing the expensive beauty items advertised. Conversely, Asian women in Britain receive messages that women in the East are the mysterious, exotic ‘Other’. The success of skin whitening in India is seen in the literature as a sign of India’s backwardness and self-loathing, but the analysis shows that the issue is far more complex than this would suggest.]
Published: May 7, 2017
Keywords: Beauty; Aesthetics; Commodification; Advertising; Cosmetics; Pseudo-science; Celebrity; Beauty pageant; Eurasian; Experts