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Books > Social sciences > Sociology, social studies > Gender studies > Women's studies
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The Beauty Trade - Youth, Gender, and Fashion Globalization (Hardcover, New)
Loot Price: R2,792
Discovery Miles 27 920
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The Beauty Trade - Youth, Gender, and Fashion Globalization (Hardcover, New)
Series: Oxford Studies in Gender and International Relations
Expected to ship within 12 - 17 working days
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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.
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