How to Blend In: YouTube Perpetuates Social Constructs of Women's Beauty by Kristina Block
NOTES: Origins and Context | See Also
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Origins of this content
This texteo was written by Kristina Block as her final for LFYT 2012.
As Michael Strangelove puts it, "Women's identity is deeply entwined with commercial representations of femininity" [ cit].

The representation of women through popular culture promotes an ideal that women strive to achieve. "These amateur videos represent part of a lifelong engagement with commercial media culture wherein the female consumer identifies with certain notions of femininity and consumption" [ cit].
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More videos related to the content of this page
Since the introduction of the Barbie doll in 1959 by Mattel, young girls have been exposed to the image of the ideal western woman: long legs and arms, small waist, large chest, symmetrical facial features and flawless makeup. The doll represented every little girl's dream of the future. Commercial media continues to promote the Barbie ideal, which then affects girls' perception of beauty.

Over fifty years later, this standard of beauty is evermore present. YouTube allows its users to create tutorial videos of how to apply makeup which fits the mold of Western beauty standards. Videos like these teach their audience basic tools needed to appear like a Barbie doll. These beauty practices have generated many views showing that society still promotes a certain type of femininity. Women can reach a larger audience through YouTube therefore, continuing to promote beauty as defined by commercial media.

With famous celebrities being role models for women, videos have been created to teach women how to look like the celebrities they aspire to be. Celebrities have the power to set new trends and brand themselves through advertisement, television, magazines, and films. This promotes the notion that beauty is how well you conceal your true self and literally blend in with the society's commercialized definition of beauty. By following the makeup techniques shown in these videos, women can enhance their facial features and actively engage in media culture.