Mirror, mirror: national identity and the pursuit of beauty

Abstract

Purpose

This research aims to draw on social identity theory (SIT) and social comparison theory (SCT) to examine how social and cultural contexts influence the construction and pursuit of beauty ideals.

Design/methodology/approach

Sixteen Lebanese women aged between 18 and 45, from a range of backgrounds, were recruited for the purpose of this research. Interview questions probed the respondents’ female beauty ideals in relation to themselves and others. Photo-elicitation was used to facilitate and enrich each discussion.

Findings

The pursuit of beauty involves rich processes and is motivated by the search for an authentic self. Participants construct and pursue beauty ideals by mirroring views of their national identity through conformity, identification and subversion.

Practical implications

The pursuit of beauty is influenced not only by global media and celebrity culture but also by how respondents conceptualize their national identity. Beauty consumption serves two opposing functions in identity construction: social membership and distinction. Beauty, like fashion, serves as an indicator of taste that simultaneously includes the singularity and subjectivity of individual tastes.

Originality/value

This study extends research on the pursuit and consumption of beauty in several ways: it is situated in a non-western cultural context, it illustrates the usefulness of SCT and SIT in understanding beauty consumption and it highlights the role of mirroring processes in identity construction and beauty consumptive practices.

Citation

El Jurdi, H. and Smith, S. (2018), "Mirror, mirror: national identity and the pursuit of beauty", Journal of Consumer Marketing, Vol. 35 No. 1, pp. 40-50. https://doi.org/10.1108/JCM-11-2016-2001