"Mummy, when will I get muscles? – Children's gendered stereotypes around beauty and body image"

Beauty has a powerful influence on perceptions and expectations. Individuals are born with a preference for attractive others and have biological based standards (Rhodes, 2006). These standards are further reinforced and... [ view full abstract ]

Beauty has a powerful influence on perceptions and expectations. Individuals are born with a preference for attractive others and have biological based standards (Rhodes, 2006). These standards are further reinforced and shaped through socialisation of cultural preferences, media, and the marketing of products selling beauty and attractiveness. Research into children and consumption in the pursuit of beauty is an increasingly topical research area (Chan, 2012; Northup & Liebler, 2010). In fact, Russell and Tyler (2002) state that females are socialised to be feminine consumers; socialised to consume in line with a feminine ideal, often in the pursuit of beauty. “Everywhere we look we’re sold the promise that if you’re beautiful, your life will be better; more money, more status, ever-lasting happiness” (Roberts, 2007). This paper aims to increase our understanding around the influencing factors of beauty ideals: the beauty and body image stereotypes which children hold. Specifically, what role does materialism play in developing such stereotypes and is a concern around body image and beauty expressed in boys as well as girls. Data collected from over 120 six and seven year old boys and girls in India and Fiji will be analysed and discussed for this conference.