диссертация (1169135), страница 28
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Sociological Study of Body Industry: Qualitative Study of Reasons and Results ofCosmetic Surgeries of Tehran Women. Journal of Zan dar Tosehe va Siyasat, 4, 2017, pp. 523-547.366Zare A. Taher M. The Study of Mothers and Daughters’ Intergenerational Cultural Consumption in Yazd.International J. Soc. Sci. & Education, Vol. 4, 2014. pp. 93-105.367Moeran B. The Portrayal of Beauty in Women’s Fashion Magazines. Journal Fashion Theory, Vol. 14(4), 2010.pp. 491-510.368Ibid.
p. 28.119internalized and fantasized. The individuals follow these standards to wear a newidentity that identifies them as globalized and modernized. "The resulting socialbody bears the imprint of the more powerful elements of its cultural context" 369.Bodies reveal the mechanics of dominant discourses of society. The bodies that areformed in similar way demonstrate the influence of a particular discourse, therebythey are identified under the same sociocultural category.Therefore, today the meanings given to body and the way one attempts toachieve the idealized meanings are not contextually confined. Although they areinfluenced by sources, such as parents, partners or important people around, it issaid that "the mass media are the most potent and pervasive communicators ofsociocultural standards "370. More than 90 percent of Iranians are exposed by TVshows, soap operas and advertisements on beauty services or commercial productsincluding cosmetics and cosmetic surgeries or fitness food advertised in satelliteTVs.
However, this is not the end. "Fashion newness […] is now a permanentpresent, a situation the internet has fed off and sustained". The boundless fashionblogs and daily updated sites replicate new fashion products to replace the oldfashioned styles371. The globalized media especially internet with its power ofimmediacy rules the bodies, representing them new fashions and promising newidentities to be constructed in accordance with these fashions. Statics of three yearsago show that about 74 percent of Iranians use internet.
The natural representationof beauty models is provided by modern technology that depicts such a realisticpicture that blurs the illusive nature of them covered by photographic techniques.To these, we can add the magazines published inside the country that advertisingbeauty salons and clinics, cosmetic products, or cosmetic surgeons, laser therapy369Sullivan, D.A.
Cosmetic Surgery: the Cutting Edge of Commercial Medicine in America. Rutgers UniversityPress, 2001. p. 2.370Thompson J.K., Heinberg L.J. The Media's Influence on Body Image Disturbance and Eating Disorders: We'veReviled Them, Now Can We Rehabilitate Them? Joumal of Social Issues, Vol. 55 (2), 1999. pp. 339-353.371Folker Hanusch F. Lifestyle Journalism. Routledge, 2014.p. 96.120centers, slimness centers, dermatologists, professional make-up centers372, ...indirectly catalyze idealization of global fashion.These beauty models influence the body image of the audience.
Body imagerefers to an individual's perceptions, feelings, and thoughts of his or her physicalbody. It can be defined as the "picture an individual forms in his/her mind thatconstitutes beliefs, feelings, sensations, behaviors and self-perception concerningthe own body"373. It "includes your visual picture of your appearance, yourconception of the workings and state of your body, and your feelings about yourlooks, your health, and other aspects of your physical condition" 374.Theindividual's perception of his/her body is influenced by other people's judgmentsabout them but also mainly by the images of idealized bodies. Considering thelimited number of occupation of Iranian women375, it can be concluded that theyenjoy more free time to be obsessed with body images.
They compare their bodiesto the bodies valued as ideal and standard which leaves her in body dissatisfactionand consequently she desires to obtain an ideal beauty. Women in any social classfeel obliged to work on their visual physics to be identified as modern. Thismanipulation of appearance suggests, "They are being exposed as victims ofoppressive, idealized standards of beauty"376.The exposure to the bombardments of beauty models, fashions and imagesof idealized body is associated to body dissatisfaction among the receivers of thesemessages.
Studies show a positive correlation between increased exposures tomedia and enhanced desire to obtain the promoted body characteristics and facial372Office of advertisements for newspapers, under the license of Ministry of Culture and Islamic Guidance. See:URL: http://www.ruznameha.com/index/mag-roozhayezendegi/mag-roozhayezendegi.htm373Jobsky A. The Body–Image Meaning Transfer Model: An Investigation of the sociocultural impact onIndividual's Body Image. Anchor Academic Publishing, 2013. p.1.374Brand P.Z.
Beauty Unlimited. Bloomington. Indiana University Press, 2012. p.139.2935 مرداد28 دوشنبه. سهم زنان ایرانی از اشتغال چقدر است؟ خبرگزاری تحلیلی خبر آنالین،حسن میری فهیمه375Hasanmiri F. Iranian Women's Portion of official Occupation. KHABAR ONLINE News Agency. 08.08/2016.[Electronic resource]. — Mode of access: https://www.khabaronline.ir/detail/564640/society/family376Moeran B. The Portrayal of Beauty in Women’s Fashion Magazines. Journal Fashion Theory, Vol 14(4), 2010.pp. 491-510.121attractiveness377. In contrast to traditional structures where there were limitedbodywork choices, and body sustained its natural form, today, physical beauty ofbody is an adventitious matter, not an inherited and fixed essence.
Body changesare not limited to the natural changes that biologically occur to our physical body.Rather, with the development of medical science, body is transformed to be anartifact formed by scientific technology within the culturally determined molds. Asa result of cultural manipulation of natural body, the binary of culture and nature isblurred. The possibility of shaping and transforming the physical body enables thesubject to shape their natural bodies according to a culture.
Modern time demandsreordering of nature in order to civilize it with culture. "Nature, including thebody, has become something to be commanded and disciplined"378. A "body isboth physical and a symbolic artifact, forged by nature and by culture at aparticular moment in history". Those Iranian women who are forging their bodiesin agreement to globalized western culture are resisting the country's traditionalIslamic culture. Iranian women having been silenced through the history, today,with their bodies, they are expressing the desires to be seen and heard.
Theirwestern style bodyworks are compensating for old ages of silence.In social interactions, body displays women to the social environment and itcan suggest the particular kind of a person that she is. Bodywork influences theindividual's visible identity. It masks the inner self, representing the way she haschosen among others to define herself. Therefore, through bodywork one canidentify herself with the discourse that qualifies that especial body.Women's public presence or social roles involve several interpersonalcontacts.
Enhanced physical beauty and attractiveness are regarded asopportunities contributing to one's social status and giving them self-confidence. Asurvey among 543123 women in Tabriz, one of big Iranian cities, manifested that377Polivy J., Herman C.P. Sociocultural idealization of thin female body shapes: An introduction to the special issueon body image and eating disorders. Journal of Social and Clinical Psychology, 23 (1), 2004. pp.
1–6.378Hancock PH. et al. The body, culture and society: An Introduction. Philadelphia: Open University Press, 2001.p.2.122bodywork among occupied women is higher than unemployed women who gaveless importance to their body and physical attractiveness379. It can be inferred thatwhile women with social status enjoy more agency to control their body, at thesame time, their bodies are a place where power is imposed.
Their bodies representthe society's norms and its expectations. The same research compares body controlbetween women who are employed at official state institutes and those working ininformal organization. The results reveal the higher care to bodyworks amongthose employed at informal organization. Such a discrepancy shows thedomineering norms at state-run institutes, which has centrality of Islam, while theprivate organizations tend to be more modern, and as globalized cultures, theyexpects attractive women.
Another research among women of the same city showsthat women's physical attractiveness and beauty were determining factors infinding jobs in private organizations380.Cosmetics and cosmetic surgery are ways that Iranian women speciallyunmarried women invoke to be seen socially. The interviewees of research amongwomen of a small Iranian city claim that the society values women's physicalbeauty, believing that female body is turned to an object for pleasure of men. Mostof them felt body dissatisfaction under the influence of satellite TV channelsespecially GEM TV381.
A research proves a positive relevance between a women'sbodyworks and the hours and the type of programs that she watches on satelliteTVs. The randomly selected interviewee women state that they follow the beautyfashions represented at satellite TVs. Comparing their physical appearance with فصلنامه مطالعات اجتماعی روان شناختی، تبیین جامعه شناختی مدیریت بدن در میان زنان، ادیبی سده مهدی ؛ علیزارده مهستی ؛ کوهی کمال379.58-95 صص،2931 ،9 ش،زنان.
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