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Nienke Bos Mediated Female Beauty in Dutch Beauty Blogs Final Master VYTAUTAS MAGNUS UNIVERSITY FACULTY OF POLITICAL SCIENCE AND DIPLOMACY PUBLIC COMMUNICATIONS DEPARTMENT Nienke Bos Mediated female beauty in Dutch beauty blogs Final Master Thesis Journalism and Media Analysis Study Program, state code 621P50002 Degree in Journalism Supervisor____________________________________________ (acad. title, name, surname) (Signature) (Date) Defended_____________________________________________ (Dean of the Faculty) (Signature) (Date) Kaunas, 2014 VYTAUTO DIDŽIOJO UNIVERSITETAS POLITIKOS MOKSLŲ IR DIPLOMATIJOS FAKULTETAS VIEŠOSIOS KOMUNIKACIJOS KATEDRA Nienke Bos MEDIJUOTAS MOTERIŠKUMAS GROŽIO TINKLARAŠČIUOSE: OLANDIJOS ATVEJIS Magistro baigiamasis darbas Žurnalistikos ir medijų analizės studijų programa, valstybinis kodas 621P50002 Žurnalistikos studijų kryptis Vadovas (-ė)__________________________________________ (Moksl. laipsnis, vardas, pavardė) (Parašas) (Data) Apginta_______________________________________________ (Fakulteto/studijų instituto dekanas/direktorius) (Parašas) (Data) Kaunas, 2014 CONTENTS LIST OF TABLES, FIGURES AND IMAGES ............................................................................................ 5 SUMMARY .................................................................................................................................................. 6 SANTRAUKA .............................................................................................................................................. 7 INTRODUCTION ......................................................................................................................................... 8 1. GENDER OBJECTIFICATION IN MEDIA .......................................................................................... 11 1.1 Sexual objectification theory ............................................................................................................. 11 1.2 Self objectification ............................................................................................................................. 14 1.3 Woman vs. woman ............................................................................................................................ 16 1.4 Objectification in media .................................................................................................................... 18 2. CULTURAL DEVIATIONS AND EMPOWERMENT IN BEAUTY PERCEPTION ......................... 24 2.1 What enhances facial attractiveness? ................................................................................................ 25 2.2 Cosmetics and sexuality in branding ................................................................................................. 27 3. THREE WAVES OF FEMINISM AND MAINSTREAM FEMALE MEDIA DEVELOPMENT ....... 29 3.1 First wave feminism .......................................................................................................................... 29 3.2 Mainstream media before and during the first wave of feminism ..................................................... 30 3.3 Second wave feminism ...................................................................................................................... 33 3.4 Mainstream media during the second wave of feminism .................................................................. 34 3.5 Third wave feminism ......................................................................................................................... 36 3.6 Mainstream media during the third wave of feminism ..................................................................... 37 4. DUTCH BEAUTY BLOG RESEARCH FRAMEWORK ..................................................................... 40 4.1 Dutch beauty blog industry ............................................................................................................... 43 4.2 Mascha Feoktistova – Beautygloss ................................................................................................... 44 4.3 Cynthia Schultz –Misslipgloss .......................................................................................................... 45 4.4 Serena Verbon – Beautylab ............................................................................................................... 45 3 5. MEDIATION OF FEMALE BEAUTY IN DUTCH BEAUTY BLOGS ............................................... 47 5.1 Reviews about beauty products and tools ......................................................................................... 48 5.2 Diaries in photos or videos form ....................................................................................................... 51 5.3 Looks created as tutorials .................................................................................................................. 54 5.4 Fashion .............................................................................................................................................. 60 5.5 Food ................................................................................................................................................... 62 5.6 Readers interaction ............................................................................................................................ 65 5.7 Beauty identification within blog posts ............................................................................................. 66 5.8 Photoshop and beauty constructions ................................................................................................. 68 5.9 Personality and individualization ...................................................................................................... 70 6. READERS PERCEPTIONS TOWARDS MEDIATED FEMALE BEAUTY REPRESENTATIONS 71 6.1 Inner beauty ....................................................................................................................................... 72 6.2 Identification and recognition ............................................................................................................ 73 6.3 Reality and perfection ........................................................................................................................ 78 6.4 Plain face appreciation ...................................................................................................................... 81 6.5 Body image ........................................................................................................................................ 82 6.6 Vulnerable target group ..................................................................................................................... 83 6.7 Purchase stimulation .......................................................................................................................... 84 6.8 Blogs vs. other media ........................................................................................................................ 85 6.9 Beauty ideal and gender roles ............................................................................................................ 88 CONCLUSIONS ......................................................................................................................................... 91 REFERENCES ............................................................................................................................................ 94 ACKNOWLEDGEMENT ......................................................................................................................... 100 ANNEX I ................................................................................................................................................... 101 ANNEX II ................................................................................................................................................. 108 ANNEX III ................................................................................................................................................ 110 4 LIST OF TABLES, FIGURES AND IMAGES List of tables Table 1. Magazine readership (weekly circulation) in the Netherlands in 1998 and 2011 (Bakker, 2013)…………………………………………………………………………………………..……..……39 Table 2. Amount of blog posts Beautygloss, Misslipgloss and Beautylab during January and February 2014……………………………………………………………………………………………….………47 Table 3. Amount of readers comments Beautygloss, Misslipgloss and Beautylab during January and February 2014…………………………………………………………………………….……………….48 Table 4. Food related blog posts on Beautygloss, Misslipgloss and Beautylab during January and February 2014………………………………………………………………………..……………………68 Table 5. Most commented blog posts on Beautygloss, Misslipgloss and Beautylab during January and February 2014……………………………………………………………………………………..………65 List of figures Figure 1. Depicted facial characteristics of accompanying pictures on blog posts about looks created as tutorials on Beautygloss, Misslipgloss and Beautylab during January and February 2014……………………………………………………………………………………………….........…58 List of images Image 1. Examples of 50s advertisements…………………………………………………….......…...…35 Image 2. Examples of everyday life pictures from various diaries of all three bloggers…………...........52 Image 3. Examples of Mascha Feoktistova, Cynthia Schultz and Serena Verbon without wearing any make-up………………………………………………………………………….………….……….........56 Image 4. Pictures from a step by step eye make-up tutorial by Serena Verbon on Beautylab…………...59
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