What We're Reading: Mary

The World Has Curves

by Julia Savacool

Body image is of current interest to women of all ages; from pre-teens, to those who are "post-menopausal." The ideals of beauty, focus on the overall size and shape of the body, specific body areas (breasts, hips,) facial features and hair and skin color. Although these elements are often viewed from the perspectives of fashion, health and psychology, Savacool takes an even closer look. She sees how the perception of beauty is also based on the culture, history, and economics of various regions throughout the world.

For instance, in looking at the highly desirable female "coca-cola-bottle shape" in Jamaica, she considers the historical American influence when Coca-Cola first became available there in the 1930's. Coca-cola directed its marketing towards a youthful and "cool" culture. Added to this was the ideal feminine body at the time in Jamaica, of a curvaceous figure, with a narrow waist. Hence, the coca-cola bottle shape meshed perfectly with an existing cultural ideal.

Savacool also addresses many other elements of beauty from a socioeconomic perspective. In her conclusion, she asserts that "fitness" is now a big part of the beauty quotient in the U.S. Attaining this state requires self-discipline and motivation, along with the time/money to pursue it.

This very well written survey of current cultural and beauty trends, offers much food for thought.