Abstract

The aim of the present study was to investigate British Indian men and women’s perceptions of Indian physical appearance ideals and related attributes. Eight semi-structured interviews with men and women were conducted, and the data were analysed using Interpretative Phenomenological Analysis. Four themes emerged from the data: 1) Cultural similarities and differences in physical appearance, 2) Gender differences in pressure experienced, 3) Improving physical appearance for marriage, and 4) Factors influencing appearance pressures. The findings indicated that participants perceived few cultural similarities in the Indian and Western standards for physical appearance. Internalisation of Indian body ideals (including fair skin and slimness) were linked to finding a suitable partner for marriage for women, and this pressure was largely perceived to be influenced by maternal encouragement and the media. The results indicate that gender is influential in determining the physical, psychological and social implications of attempting to conform to the cultural physical appearance ideals and related attributes.

Highlights

  • The aim of the present study was to investigate British Indian men and women’s perceptions of Indian physical appearance ideals and related attributes

  • Four themes emerged from the data: 1) Cultural similarities and differences in physical appearance, 2) Gender differences in pressure experienced, 3) Improving physical appearance for marriage, and 4) Factors influencing appearance pressures

  • The analysis indicated that British Indian men and women living in the UK were aware of the Indian physical appearance ideals that exist for men and women, and that they were perceived to be applicable to the Indian population living outside of India as well

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Summary

Introduction

The aim of the present study was to investigate British Indian men and women’s perceptions of Indian physical appearance ideals and related attributes. Europe’s Journal of Psychology appearance ideals, and that these vary for men and women across societies and cultures (Fallon, 1990; Grogan, 2006) These ideals are generally perceived as a criterion for evaluating personal standards for attractiveness, and may be reinforced through processes such as social comparison and internalisation (Strahan, Wilson, Cressman & Buote, 2006; Gillen & Lefkowitz, 2009). Non-Western cultures place less value on physical appearance as a defining feature of a woman’s worth, her role in society, and as an indicator of success (Bush, Williams, Lean & Anderson, 2001) This is in contrast to the West where women’s appearance is viewed as important feature for competitiveness, achievement and professional success (Stice, 1994; McKinley, 1999; Cheney, 2010). Non-Western men and women may not internalise such information because they have an affiliation with a culture that does not support such values and ideals (Wood-Barcalow, Tylka & Augustus-Horvath, 2010)

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