Sociological Cultural Studies

Sociological Cultural Studies

A Sociological Analysis of Body Dissatisfaction in the Context of Contemporary Iranian Culture (Case Study: Women of Mashhad)

Articles in Press

Document Type : .

Authors
Reyhaneh Najjaran 1
Toktam Namayandeh Joorabchi 2
1 Department of Social Sciences, Dr. Ali Shariati Faculty of Literature and Humanities, Ferdowsi University, Mashhad, Iran.
2 Faculty of Education, The National University of Malaysia (UKM), Malaysia
10.30465/scs.2024.49643.2893
Abstract
Culture plays a fundamental role in shaping individuals' values and beliefs. So that any cultural shift can alter societal norms and values, dictate desirable behaviors and values, and guide individuals toward behaviors and habits that are culturally endorsed and admired. Currently, a focus on body image and having an ideal physique has become a central value in society, particularly for women. This has led some women to feel dissatisfied with their bodies and strive to conform their appearance to cultural standards and ideals. Therefore, the present study, employing a qualitative approach based on grounded theory and utilizing semi-structured interviews with 15 women in Mashhad who have undergone body cosmetic surgery, explores and identifies the cultural factors influencing this process. The findings of this research indicate that the normalization of the ideal body, objectification, cultural transformation of women from the 1950s and 1960s, idealism culture, changes in body perception, environmental influence, and workplace culture are among the causal factors contributing to body dissatisfaction. Women who are dissatisfied with their bodies often resort to cosmetic surgery. The result of this strategy is a failure to achieve the ideal body.
Keywords
Cosmetic surgery
culture
body dissatisfaction
grounded theory
women
Sociological Cultural Studies

Articles in Press, Accepted Manuscript
Available Online from 28 December 2024