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

Najjaran, Reyhaneh; Namayandeh Joorabchi, Toktam

doi:10.30465/scs.2024.49643.2893

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

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