Ideal de belleza femenina y marcas de cosmética: un estudio transcultural entre mujeres surcoreanas y españolas en la red social Instagram
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2024
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17/11/2023
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Universidad Complutense de Madrid
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Abstract
El estudio de la belleza reclama mayor atención en la academia. Los autores convienen en que la exigencia de seguir unos estándares de belleza se ha vinculado históricamente a las mujeres, las principales consumidoras de cosmética. Por ende, la belleza femenina plasmada por las marcas de cosmética en su publicidad gráfica es de interés, especialmente si se inserta en medios con una alta orientación estética, como la red social Instagram. Por otro lado, aunque a nivel universal se detecta belleza al conjugar determinados rasgos, la literatura manifiesta que la concepción de la belleza ideal es cultural. Esta tesis se propone el estudio del ideal de belleza femenina de las mujeres surcoreanas y españolas (consumidoras de cosmética y usuarias de Instagram) y su representación en los perfiles de Instagram de marcas de cosmética en Corea del Sur y España, para determinar si, a juicio de las mujeres, su ideal se corresponde con el plasmado en las imágenes publicitarias. Para ello se consideran los factores culturales y se realiza una comparativa entre ambos países. El análisis de estas cuestiones convierte a esta tesis en un estudio pionero con resultados novedosos...
The study of beauty demands more attention in the academy. The authors agree that the requirement to follow beauty standards has historically been linked to women, the main consumers of cosmetics. The feminine beauty depicted by cosmetic brands in their graphic advertising is of interest, especially if it is inserted in highly aesthetically oriented media, such as the Instagram social network. On the other hand, although at a universal level beauty is detected by combining certain traits, literature shows that the conception of ideal beauty is cultural.This doctoral dissertation studies the feminine beauty ideal of South Korean and Spanish women (cosmetic consumers and Instagram users), their representation in the Instagram profiles of cosmetic brands in South Korea and Spain, and to determine if, in the opinion of the women, their ideal corresponds to the one proposed by the brands. For this, cultural factors are considered and a comparison is made between both countries. The analysis of all these issues makes this thesis a pioneering study with novel results...
The study of beauty demands more attention in the academy. The authors agree that the requirement to follow beauty standards has historically been linked to women, the main consumers of cosmetics. The feminine beauty depicted by cosmetic brands in their graphic advertising is of interest, especially if it is inserted in highly aesthetically oriented media, such as the Instagram social network. On the other hand, although at a universal level beauty is detected by combining certain traits, literature shows that the conception of ideal beauty is cultural.This doctoral dissertation studies the feminine beauty ideal of South Korean and Spanish women (cosmetic consumers and Instagram users), their representation in the Instagram profiles of cosmetic brands in South Korea and Spain, and to determine if, in the opinion of the women, their ideal corresponds to the one proposed by the brands. For this, cultural factors are considered and a comparison is made between both countries. The analysis of all these issues makes this thesis a pioneering study with novel results...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 17/11/2023