This paper examines which beauty ideals prevail for some Cuban women, and how it is related to socio-cultural factors in Cuba. The main focus of the paper is the absence of advertisement in the communist country, and how it is related to Cuban women's reputedly high self-esteem. This topic will be investigated through the theories of three theorists: Susan Bordo's theory of beauty ideals in Western countries and how they are presented in media based on socio-cultural gender structures in the society. Carl Gustav Jung's Theory of the Unconscious to explain the effect of advertisement on the individual. And Jerome Bruner's theory of Cultural Psychology and how the individual creates opinions and personal narratives. The paper makes use of social constructivism and philosophical hermeneutics to understand the self-image of Cuban women in a socio-cultural context. The methods used is qualitative interviews and participant observation executed in the land of Cuba. The analysis and discussion refer to three main topics; cultural factors, beauty ideals in advertising, and self-image, all related to the research question. The paper concludes that the beauty ideals that prevail for some Cuban women is built on socio-cultural factors containing inner values together with an unconscious image of what is beautiful. An image, that does not determine whether or not the women feel good about themselves.
|Uddannelser||Psykologi, (Bachelor/kandidatuddannelse) Bachelor|
|Udgivelsesdato||24 maj 2018|
|Vejledere||Kasper Andreas Kristensen|