Document Type : Research Paper
Authors
1 Full Professor, Department of Cultural Studies, Allameh Tabatabai University, Tehran, Iran.
2 allameh tabatabaei
Abstract
The space for expression in the virtual space has created opportunities for equality and empowerment as well as subjugation.Using text analysis methods, we went to the virtual space data and sampling continued until theoretical saturation. Individualistic attitudes towards one's body can be seen, but due to the importance of distinction in Iranian society, as well as the beauty standards imposed by the family and work structure (pressure and competition due to the marriage squeeze as well as the atmosphere of private companies), Iranian women take refuge in beauty stereotypes. By consuming beauty products, you should transform yourself into a beautiful and well-made object with diverse and affected by the market patterns,. The continuous presentation of the latest products to complete the beauty and not having enough material capital to create bodily cultural capital has caused constant anxiety. The theme of beauty has expanded; Men, ethnicities and even people with defects can also consider themselves beautiful, But there is still a common denominator of beauty that has middle class form and promoted by consumer culture. In the Iranian virtual space, obvious and increasing consumption and forms of resistance are interwoven and have created a variety of contradictory identities.
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