The Beauty Trade
Youth, Gender, and Fashion Globalization
Series: Oxford Studies in Gender and International Relations;
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Product details:
- Publisher OUP USA
- Date of Publication 27 February 2014
- ISBN 9780199908066
- Binding Hardback
- No. of pages224 pages
- Size 163x236x25 mm
- Weight 479 g
- Language English 0
Categories
Short description:
The Beauty Trade is an analysis of the globalization of beauty products, practices, and ideas, as seen through the lives of youth in Mexico. Far from frivolous, the beauty economy is key to youth's social and economic development.
MoreLong description:
The Beauty Trade takes seriously the frequently maligned and trivialized beauty economy, just as it has become one of the most important worldwide industries. Through the lens of beauty products, practices, and ideas of youth in Guadalajara, Mexico, the book analyzes whether and how beauty norms are changing in relation to the globalizing beauty economy. It looks at who benefits and who loses from beauty globalization and what this means for gender norms among youth. Weaving together fascinating ethnographic research on beauty practices, global political economy, and feminist analysis, the book presents a feminist analysis of the global economy of beauty.
Rather than a sign of frivolity, the beauty economy is intimately connected to youth's social and economic development. Cosmetic makeovers have become a modern rite of passage for girls, enabling social connections and differentiations, as well as entrepreneurial activities. The global beauty economy is a phenomenon generated by young people, mostly women, laboring in, teaching, and consuming beauty.
Globalization in the beauty economy is a phenomenon propelled by youth, eager for belonging and originality, using every mechanism at their disposal to look good. Contrary to popular wisdom, globalization in the beauty economy is not homogenizing beauty standards to a Western ideal; it is diversifying beauty standards. The Beauty Trade explains how globalization, combined with youth's desires for uniqueness, is enabling the spread of a diversity of beauty cultures, including alternative visions of gender appropriate looks and behavior.
Beauty matters - to our self-identifications, social relations and life prospects; and beauty industries feature extensively in today's global economy. Yet in spite of its cultural and economic significance, this vast terrain of power is rarely examined, and rarer still from the ground up. McCracken's delightful, well executed and very informative study changes this. Read her book and ponder its intriguing insights regarding the agency of women and youth, constructions of gender and race, dynamics of cultural transformation, and how power operates in the global business of beauty.
Table of Contents:
List of Tables
List of Figures
Abstract
Introduction: Beauty as a Trade: Toward a Feminist Global Political Economy of Beauty
Chapter 1: Seeing the Global Political Economy of Beauty through Gender Lenses
Chapter 2: Here Comes the Quinceañera: Isn't She Beautiful
Chapter 3: Princess Dresses, Sexy Dances, and Eyeshadow: The Construction of a Global Political Economy of Beauty through a Makeover
Chapter 4: Reproducing Beauty, Reproducing Gender in the Quince Años
Chapter 5: Beauty Has a Price: The Global Productive Economy of Beauty
Chapter 6: Being Different: Contesting Gendered Norms Through the Global Virtual Economy
Conclusion
Bibliography
Appendices
Appendix A Methods
Appendix B Youth Interview Questions
Appendix B Adult Interview Questions
