Sanaa Magazine l Article

Thin lips. Small waist, Fair skin, and long straight hair. These are concepts of beauty that have permeated the fabric of global culture. In contrast, full-lips, thick waist, dark skin and tight curls (also referred to as kinky) are representations that are typically discarded. Even in a modern society where “natural” looks are increasingly becoming a trend, it is merely regarded as an exotic motif, and is loaded with lots of stereotypes. For example, women who sport their locs confidently are typically presumed to be threatening, radical, defiant or rebellious. Or they may be considered deep, intellectual, book-worms—a threat to male ego and inferior to the ideal. And although their natural kinks are guaranteed to turn heads, their “look” is often referred to as interesting, different---anything but just naturally beautiful.

It is well known that these standards of beauty derive from Western ideals, and for the most part are antithetical to traditional views of beauty in African cultures which include: the plumper, the better. While no man wants an unhealthily overweight woman, no man wants his woman to look starved either. Yet the thin ideal has forced itself into the consciousness of female self-identity throughout the world. The ideology of beauty has somehow transcended cultural barriers through a seemingly harmless, yet powerful vehicle: Media Entertainment. Through globalization, the US is able to control a major amount of television programming in various African countries. In fact, 90% of children’s programming in South Africa is imported from the US. Currently, the top films in most African countries are American films. And who stars in these top-grossing American films? Thin, white women, with long, straight blond hair. Ok, ok…there has been a shift to brunettes. But the fact of the matter is, very few of those characters look like the consumers of that entertainment. When we think of our children who are unable to critically digest their entertainment. . . Harare, we have a problem!

The problem is this: Although, we would like to believe we haven’t bought into these ideals, subconsciously we have. Ideology, though invisible, can be easily identified when we look in the mirror. On a personal level, it may be seen in the products we buy to make us look thinner, lighter, or our hair straighter. Who are we comparing ourselves to when we dress? On a structural level, it is also evident in African-produced films, and films mirror culture. In these films, most of the beautiful women—those of interest to the male characters—are fair skinned. All of the women wear at least 5 different weaves within a 3 hour film, some of which are blonde. (Now unless you are mixed with something, pardon my ebonics, but that just don’t make no sense.) Not only are African characters emulating their Western counterparts in appearance, but they seem to be gradually erasing their distinct African identity by adopting names like Ciara, Keisha, or even better, B-B- Beyonce! No doubt, these images are prevailing in our media, but what’s more troubling is they could be prevailing in our self-concept.

If this were true, that would be a shame. The African woman, I would argue, is one of the most beautiful art pieces by the Grand Master Designer Himself, with their full lips, ebony skin and coily strands. Simply put, there is no one like her in all of her beautiful shades and unique features. The African woman is so much of an attraction that in the 1800s, a Dutchman brought 17-year old Saartje (Saar- key) Baartman from South Africa to show her off in a freak show. The English explorers remarked that they had never seen anyone with a rear so big and breast so full, although it was typical among the Khoi Khoi women. After the abolishment of slavery in England, some Frenchmen took her to Paris and continued to show off her naked body. In 1815 Saatje Baartman died at a young age. Disregarding her right to medical examination, her brain and skeleton were immediately preserved and placed on display in a museum in Paris. Her remains stayed there for over a century, until some activists finally convinced the government to return her remains to her country in 2002.

The truth is so much has come out of this great continent, and we have foolishly believed that we had nothing to contribute. While European ideals have been uplifted as a standard, it is quite possible that we actually set the standard. Lancome. Clinique. Botox. All created to give women the glowing ageless skin naturally given to the African. L’oreal created lip-plumper lip-gloss to help the plumpless emulate that typically found in African women. Pale individuals trap themselves in tanning booths so they can achieve color—something most of us don’t have to worry about. Is it possible that African women inspire beauty, and others just imitate it?

African Beauty >

A look at the effects of Media on how

beauty is perceived by African women.

By: Tayo Oyinda

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Tayo Oyinda was born in Washington, DC and currently resides in the U.S state of Ohio. She graduated from Penn State University with her B.A in Psychology and a PhD in Mass Communications. Tayo is currently an assistant professor, and her primary research area involves the social and psychological effects of media on social and self-identity.

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