Consuming Female Beauty: British Literature and Periodicals, 1840-1914

This study explores how consumer culture transformed female beauty ideals during the nineteenth and early twentieth centuries, shifting from traditional views to a modern conception of beauty as produced in and through consumer culture. It focuses on girls' and women's magazines, beauty manuals, and fiction, revealing how femininity was shaped and how contemporary ideas of female beauty originated in nineteenth-century print culture.

Format: Hardback
Length: 224 pages
Publication date: 31 July 2022
Publisher: Edinburgh University Press

This comprehensive study delves into the profound transformation of female beauty ideals during the nineteenth and early twentieth centuries, shedding light on the shift from traditional perspectives on beauty tied to nature, God, morality, and character to a modern conception of beauty as intricately woven into and shaped by consumer culture. While beauty has traditionally been explored in the context of aestheticism and the visual arts during this period, this monograph takes a fresh and groundbreaking approach by examining how beauty was reshaped in girls' and women's magazines, beauty manuals, and fiction during the ascendancy of consumer culture. Through the analysis of these archival sources, the study unveils significant historical shifts in the construction of femininity and illuminates the origins of contemporary notions of female beauty, as well as the methods by which they are disseminated.

The nineteenth century witnessed a remarkable shift in the societal perception of beauty, as women's roles and expectations began to evolve rapidly. The emergence of consumer culture played a pivotal role in shaping these ideals, as advertisers and media outlets sought to capitalize on the growing demand for products and services targeted at women.

In girls' and women's magazines, beauty was promoted as a means of achieving social status and personal fulfillment. Advertisements showcased idealized images of women, often portrayed as thin, flawless, and effortlessly elegant, with the message that beauty could be attained through the use of cosmetics, fashion, and lifestyle products. Beauty manuals provided detailed instructions on how to achieve these desired looks, emphasizing the importance of proper grooming, makeup application, and hairstyle.

Fiction, too, played a significant role in shaping female beauty ideals during this period. Novels, plays, and short stories often featured characters who were praised for their physical attractiveness, with the implication that beauty was a key factor in their success and happiness. These narratives reinforced the notion that beauty was a valuable commodity that could be acquired through hard work, perseverance, and the right choices.

However, the impact of consumer culture on female beauty ideals was not without its criticisms. Some scholars argue that the emphasis on physical appearance and the promotion of unrealistic standards of beauty can have negative effects on women's self-esteem and body image. Women are often pressured to conform to these ideals, which can lead to feelings of inadequacy, anxiety, and even depression.

Despite these concerns, it is important to recognize that consumer culture has also played a positive role in promoting diversity and inclusivity in female beauty ideals. The rise of different beauty standards and the celebration of diverse body types and skin colors have challenged traditional notions of beauty and allowed women to feel more confident and empowered in their own skin.

In conclusion, the study of how consumer culture transformed female beauty ideals during the nineteenth and early twentieth centuries is a rich and complex topic that requires careful examination. By exploring the ways in which beauty was reshaped in girls' and women's magazines, beauty manuals, and fiction, we can gain a deeper understanding of the historical and cultural forces that have shaped contemporary ideas of female beauty. While consumer culture has brought about some positive changes, it is crucial to be aware of its potential negative effects and to work towards promoting a more inclusive and positive vision of beauty for all women.

Dimension: 234 x 156 (mm)
ISBN-13: 9781474470094