In modern China, which is characterized with personal independence, disposable income and exposure to Western media than ever before, people are found to alter their views of female beauty. The results to this tune due to Jaehee Jung, professor of fashion and apparel studies at the University of Delaware, is published in the Family and Consumer Sciences Research Journal.
Jung ascribes this change to changing gender roles and increased consumerism in the Chinese fast growing economy.
"To my surprise, I found that Chinese women are even more dissatisfied with their body image than American women are," she said. "So I wondered if these cultural changes in China were having an impact on traditional and contemporary views of ideal beauty."
"China has become the world's second-largest market [after the United States] in the total consumption of cosmetic products," Jung said. "You also see other booming industries relevant to beauty, such as diet clinics and health clubs, even cosmetic surgery, which were all almost unheard-of in China just a short time ago."
"The views of beauty have changed drastically," Jung said. "The standards in contemporary China seem to be unrealistic and remarkably similar to Western standards."
Source: DOI: 10.1111/fcsr.12273