Knowledge Base

Beauty in transition: a global perspective

Ideals of beauty are not predetermined; they have changed drastically throughout history and in different cultures:

Cultural differences

• In Europe, an athletic, slim physique is considered beautiful and healthy.
• In some cultures, such as parts of Africa and the Pacific Islands, a fuller figure is celebrated as a sign of health, prosperity and fertility.
• In Asia, particularly in countries such as Japan and South Korea, light skin, petite features and large eyes are seen as particularly beautiful, which is often associated with a desire for youthfulness and innocence.

Historical changes

The ideals of beauty in Europe have changed considerably over the centuries, influenced by cultural and social developments.

• Middle Ages: Pale skin was seen as a symbol of purity, and women hid their body shapes under clothing, with slimness being less important.
• Renaissance: Full, round bodies were idealised as a sign of fertility and prosperity, with soft, curvy figures and pale skin.
• Baroque and Rococo: Voluptuous bodies were considered the ideal and symbolised prosperity, while corsets in the Rococo period emphasised a slim waist.
• 19th century: A delicate, feminine beauty became popular, slenderness and pale skin were aspired to, and tight corsets shaped the hourglass figure.
• 20th century: The 1920s brought an androgynous ideal, while the 1950s revived the curvy hourglass figure. In the 1960s, a slimmer figure became popular. From the 1980s, an athletic body was favoured, followed by an era of extreme thinness in the 2000s.

How the internet is shaping our beauty image

The internet has both revolutionised and distorted our image of beauty. Social media and filter technologies create a virtual illusion of perfection that is often unattainable. Platforms such as Instagram and TikTok use algorithmically enhanced content to promote an aesthetic that is flawless and often artistic. Many representations show  stereotypical roles, these representations promote the pressure to conform to a certain standard of beauty or to take on a certain role.

Media stereotypes

The image of women

The stereotypical portrayal of women in social media is a widespread problem, often characterised by an excessive focus on appearance, sexualisation and traditional gender roles. Women are often reduced to their bodies and judged according to unrealistic ideals of beauty, which are reinforced by filters and image editing programmes. In addition, women are often shown in passive or subordinate roles on social media, which reinforces stereotypical ideas of femininity and the place of women in society. This leads to a limited representation of female diversity and reinforces existing gender inequalities.

The image of men

The stereotypical portrayal of men in social media is also problematic and often characterised by an emphasis on traditional ideals of masculinity. Men are often portrayed as strong, dominant and emotionally unapproachable. The image of the ‘strong man’ who shows no weakness and defines success through power or physical strength is widespread. At the same time, men in social media are often reduced to material successes such as careers and possessions, which reinforces the impression that masculinity is defined by status and achievement. These stereotypes limit the emotional range that men are allowed to express and promote toxic masculinity norms that can be harmful to both men themselves and their social relationships.

The image of “old age”

The portrayal of old age in social media is often characterized by stereotypical and distorted images. Older people are often either ignored or shown in roles that portray them as frail, technologically unskilled or out of date. These stereotypes help to reinforce negative prejudices about age by excluding older people from modern discourses and portraying them as less relevant or dynamic.

At the same time, there is a strong focus on youthfulness as an ideal in social media, leading to an overuse of beauty products, anti-ageing measures and digital filters. Overall, these portrayals promote a one-sided view of age and ignore the diversity and value of the experiences that older people bring to the table.

The influence of influencers

• Social media such as Instagram and TikTok are full of entertaining images. This flood of images shows people in different, mostly happy situations that create the desire to be just as happy. Influencers are particularly successful in these media: they convey the message that it is possible to be happy, successful and slim, creating new ideals of beauty with every post.
• Influencers: inside such as Pamela Reif, Dagi Bee, Tim Gabel and Sascha Huber are central figures who set beauty ideals. They show nutrition tips, sports exercises and other “lifestyle hacks” that effortlessly lead to a perfect appearance.
• Influencers: inside act like friends: inside. Young people are looking for role models and ways to identify with others outside their parents’ home. They imitate the style and behavior because they want to be happier, lead an easier life or be more successful.

The distortion of reality

• AI has also long since arrived on social media. AI influencers, such as Yuna from Berlin, Miquela Sousa aka Lil Miquela (@lilmiquela), or Imma (@imma.gram), are digital personalities generated and controlled by artificial intelligence (AI). These “influencers” are active on social media such as Instagram, TikTok or YouTube and often have large followings, similar to human influencers. They can be virtual avatars or completely fictional characters operating in a digital environment.
• Many posts and images are now generated by AI and therefore represent a virtual world that cannot be realized in real life.
• Online posts mostly consist of images that are almost all heavily edited. There are filters for the face, hair and body that are used to “help” nature and adapt photos to the ideal images.
• The constant comparison with these idealized images can have serious consequences, including dissatisfaction with one’s own body and psychological problems such as depression or eating disorders. 

With its virtual reality, the digital world presents a perfect-looking world. This world is an illusion, but appears desirable to many people.

The cult of perfection: the influence of influencers and social media on beauty ideals

Our perception of beauty is formed by what we see. Due to the flood of images, the many pictures of everyday and extraordinary situations that influencers post every day, they have an enormous influence on what we find beautiful. Pressure arises from the fact that young people want to look like this themselves or present themselves in this way and reach their limits in doing so. 

The illusion of perfection

• It is important to realize that perfection is an illusion – an unattainable ideal that often leads to unrealistic expectations of ourselves and others. No one is perfect, and striving for perfection can lead to a vicious cycle of self-doubt, stress and disappointment.
• Influencers project an image of perfection, giving the impression that they look so perfect all day long with ease. Often hours of work are necessary for the perfect shot.
• These posts are edited by a team of professionals until they look perfect.
• The posts are strategically presented in such a way that the advertising companies’ messages are targeted precisely at the smartphones of children and young people. For the most part, they have neither the financial means nor the environment or equipment to lead such an easy-looking life.
• The situations often seem mundane, e.g. shopping, doing sport, cooking a meal. In most people’s everyday lives, there are no such shopping centers, sports facilities or kitchen equipment, as shown in the post.

The resulting pressure

• Young people are particularly vulnerable, as they are in the identity formation phase and are looking for orientation.
• Dealing with everyday life, their own goals or the expectations of adults is often frustrating and difficult for young people. They look for ways to deal with it.
• This leads to followers emulating these unrealistic standards so that they are as happy, successful, beautiful, satisfied… as the influencers set an example for them.

Is it all just a game? Challenges on social media:

Challenges are popular on online platforms such as Tik Tok, Instagram and Snapchat. These challenges can look very different, from “lipsync” singing, to dance moves and entire dances (Jerusalema during the coronavirus pandemic), to charity challenges, such as the “Ice Bucket Challenge”, which drew attention to the neurological disease ALS.

However, many of these challenges involve considerable danger. Some challenges ask participants to perform risky or even life-threatening actions, such as swallowing detergent pods (Tide Pod Challenge) or setting themselves on fire (Fire Challenge). These dangerous trends can lead to serious injury, permanent damage or, in the worst case, death. The motivation behind participating in such challenges is often the desire for attention or social recognition, but the consequences are often underestimated.

Toxic trends and challenges, for example

• The A4 Waist Challenge is a social media trend in which people compare their waist with a sheet of A4 paper (21 cm wide) held vertically. The aim is to show that the waist is narrower or just as wide as the sheet.
• Cha-Cha Slide Challenge: This involves following the instructions of the dance song “Cha-Cha Slide” while driving, which causes drivers to suddenly slam on the brakes or turn the steering wheel sharply, posing a high risk of accidents.
• Trend: Casting shows such as “Germany’s Next Topmodel” are criticized because they propagate a narrow ideal of beauty and force participants to fit into a certain mold.

Body shaming

Body shaming is a problem that is exacerbated by the anonymity and reach of the internet. On social media, people are often targeted, insulted and mocked because of their appearance. This form of bullying, known as body shaming, can have profound psychological consequences, including low self-esteem, depression and eating disorders. The constant confrontation with unrealistic beauty ideals and comments from strangers can massively distort self-image. It is important to tackle body shaming by raising awareness of the power of words and emphasizing the importance of respect and empathy in the digital space.

The countermovement!
Self-confidence instead of self-presentation. Celebrating authenticity

It’s up to each individual to buck the trends online and shape their own feed. By taking the following conscious steps, you can turn social media into a positive space that strengthens your self-confidence and self-acceptance instead of undermining it.

1. Consciously design your feed

• Follow inspiring accounts: Be selective about which accounts you follow. Focus on pages and profiles that inspire you, motivate you and share positive content that strengthens your self-love.
• Remove toxic content: Unfollow or mute accounts that negatively influence you or put pressure on you to conform to a certain ideal.

2. Be authentic

• Be real: Share both the good and the less perfect moments of your life. Authenticity helps create genuine connections and promotes healthy self-expression.
• Avoid comparisons: Remember that what you see on social media is often just a highlight reel. Don’t compare your life to other people’s content.

3. Set boundaries

• Limit your time online: Excessive use of social media can affect your mental health. Set fixed times for your usage to maintain a healthy balance.
• Take breaks: Give yourself regular social media detoxes to focus on real life and boost your mental health.

4. Share positive messages

• Spread self-love: Use your platform to share positive messages about self-love, acceptance and mental health. Not only can this help others, but it can also strengthen your own self-love.
• Positive affirmations: Share inspirational quotes or affirmations that help you cultivate a positive self-image.

5. Be mindful with your content

• Authenticity over perfection: Post content that makes you happy and not to meet the expectations of others. It’s okay to not always be perfect.
• Self-protection: Be aware of what personal information you share and protect your privacy. Your wellbeing comes first.

6. Get involved in positive movements

• Support body positivity: Share and participate in movements that promote body acceptance and self-love, such as #BodyPositivity or #SelfLoveMovement.
• Be part of the community: Get involved in communities that focus on mental health and self-love. Sharing with like-minded people can be very supportive.

   

7. Reflect regularly

• Check your emotions: Observe how you feel when you use social media. If you notice that it is harming you, adjust your behavior.
• Self-reflection: Don’t use social media as a means of affirmation, but as a tool for self-expression and exchange. Think about what you really want from your online presence.

8. Stay positive and friendly

• Avoid negative comments: Contribute to a positive online environment by refraining from negative or toxic interactions.
• Support others: Give praise and words of encouragement. Positive interactions strengthen both you and the community.

9. Learn to process criticism

• Accept constructive criticism: Distinguish between constructive criticism and unnecessary negative comments. Use valuable feedback to improve, but don’t let negativity drag you down.
• Develop protective mechanisms: Develop strategies to deal with criticism, e.g. by reaching out to supportive friends or mentors.

10. Prioritize

• Reality: Relationships should always take priority over your online presence. Use social media to complement, not replace, real-life experiences.

Hashtags der Hoffnung

• #formorerealityoninstagram encourages people to accept their natural self-perception.
• #BodyPositivityEurope: Promoting positive body image throughout Europe.
• #LoveYourBody: Encouragement to accept and love your own body.
• #European diversity: Celebrating cultural and physical diversity in Europe.
• #Bodyacceptance: Call for acceptance of all body shapes and sizes.
• #CelebrateYourself: Proudly celebrating yourself and your own body.
• #SelfLove: Promoting self-love and self-acceptance.
• #PositiveBodyImage: Supporting a healthy and positive body image.
• #BodyPositivityJourney: Sharing the personal journey to a positive body image.
• #EuropeanBeauty: Appreciation of the diversity of beauty in Europe.
• #StrengthThroughDiversity: Recognizing the strength that comes from diversity, both physically and culturally.
• #CelesteBarber, uses humor to highlight the absurdity of perfection and show that true beauty lies in authenticity.

These countermovements are crucial to reshaping the conversation about beauty and making room for authenticity and diversity.

Finding joy in diversity and imperfection

In a world obsessed with perfection, there is great value in embracing imperfection. Striving for an idealized appearance can be exhausting and ultimately unsatisfying. Instead, we should find joy in our unique qualities and the diversity that makes life interesting. Celebrate the flaws, the differences and the individuality that make you – and the world around you – truly beautiful.