DefinePK

Abstract

Beauty Standards have become increasingly homogenized in the era of digital globalization. It often reflects Eurocentric beauty standards that shape how young females perceive themselves and interact socially. These beauty ideals are continuously reinforced through social media, advertisements, and peer group culture that affect the women’s self-image and emotional wellbeing. Yet female university students show resilience as they negotiate these beauty norms while striving to maintain individuality and purpose of lives. The present study aimed to explore the influence of global beauty standards on self-perceptions and social lives of female university students. The current study inspired from objectification theory and social comparison theory to explore this phenomenon with the help of field data. A qualitative phenomenological research design was used, and 10 participants enrolled in the M. Phil programs at the Fatima Jinnah Women University and Rawalpindi Women University were selected through purposive sampling. In-depth interviews were conducted, and data were analysed through thematic analysis. Three themes emerged: 1) Shaping of self-perception in globalized beauty culture, 2) Social challenges concerning beauty norms, and 3) Coping strategies. The findings disclosed that the beauty standards affected the self-worth of participants, causing body image dissatisfaction. They consistently bear family and peer pressure to meet beauty norms. This study also provided future directions for conducting research emphasizing intersectional perspectives.