MEDIA PORTRAYAL OF BEAUTY AND ITS EFFECTS ON WOMEN AGAINST THE BACKDROP OF NEO-LIBERAL DIGITALIZED SOCIETY

Abstract

The paper examines the idea of beauty in the context of media discourses, Neoliberalism, or market capitalism, and the digitalization of society. The constructions of "Beauty" are solely market-oriented, and media, particularly the New Media that emerged after digitalization and how it has facilitated Consumerism, endorses them. The purpose of the article is to explain how well the media and the market shape and spread ideals of beauty. It will not only discuss the media-promoted ideals that are associated with consumer culture, but it will also examine the fundamental motivations behind these ideals in the context of women. The article will also discuss media history to clarify how new media differs from the beauty discourses that were promoted by traditional media prior to the advent of digital media. The article will strive to locate the subject of research in the pertinent theories by referencing the works of various scholars, theorists, and writers. It will also explain how media-promoted discourses on beauty have impacted women's perception on beauty and the ideologies that support them. By merging many theories pertaining to the fundamental ideas of the subject, the paper aims to give the study a theoretical foundation or framework.