The topic of ageing and yearning to conform to societal beauty standards is an issue that has been broached consistently in recent cinema, with films such as The Neon Demon (2016), Bombshell (2019) and Promising Young Woman (2020) among many others addressing the topic from different perspectives.
Recent youth-based cinema has reflected society’s fixation on eternal beauty and body image. A recent survey completed by the Mental Health Foundation in the UK revealed that 31% of teenagers feel ashamed of their body image due to social media pressure (source). The most recent example of a film that delves into this issue is Coralie Fargeat’s The Substance, which deals with the idea that youth and beauty is the ultimate ideal, especially with women in Hollywood.
With cinema becoming more self-aware and releasing movies such as The Substance, which so obviously calls society’s view on beauty standards into question, we have to ask ourselves: Are we moving toward a more constructive era of cinema that directly calls out these issues, and thus are we making constructive progress in the fight between unrealistic beauty expectations and dangerous body representation? Or do we still have an awful lot of work to do to get to a place where younger generations aren’t feeling such intense pressure to look ‘perfect’?
GEN Z, BODY IMAGE AND THE MEDIA
“Young people today face increasing pressure to conform to unrealistic standards of beauty, fuelled by both social media and traditional media.” says Heather Coyle (19), UCD student.
Speaking to The Youth Lab this week about the impact that media and social media have on body image, particularly for young girls, Tammy Darcy, CEO and Founder of The Shona Project, had this to say:
"The Shona Project has been dedicated to empowering girls and women across Ireland for many years, fostering their confidence, kindness, and appreciation for their unique value. However, in recent years, we've seen a troubling increase in anxiety around body image, self-worth, and skill sets, largely fueled by the pervasive influence of media and social media. Despite parents' efforts to bolster their children's confidence, the moment they step outside, they are bombarded with curated images and unrealistic standards that can undermine their self-esteem. It’s crucial for all of us to contribute to raising the next generation of female leaders, policymakers, and changemakers. We must help them critically navigate the media landscape and understand that much of what they see on social media is filtered, edited, and far from reality."
In recent years there has been a general call out from Gen Z about the issues around body image and unrealistic beauty standards that are directly caused by an influx of marketing and advertisements in the beauty, skincare and fashion industries. A report from Bodywhys, an Irish body image organisation, highlighted that 72% of Irish adolescents reported body image issues impacting their mental health (source).
Constantly being bombarded by influencers trying to sell you the latest makeup release, or advertising campaigns showing only able-bodied, subjectively beautiful people is a thing of the past. Gen Z is craving a more diverse landscape, with every kind of representation. The parameters of beauty have changed, and are constantly evolving to include every type of body, skin colour, shape, size etc.
Films such as The Substance work toward tearing open a hole in the conversation of ageing, and youth and beauty:
“While the issue of body-image and the lust for eternal youth might be a topic that doesn’t necessarily deserve to be turned into a body-horror, shock value film, I do think that The Substance is proof that Hollywood is ready to turn an eye inwards and address the years of impossible beauty standards it has been enforcing.” - Eva (26) The Youth Lab
In this issue of 52INSIGHTS, we ask if cinema’s continual sexualisation of youth exacerbates these pressures, pushing young audiences to view their self-worth through an increasingly narrow lens of physical appearance and youth.
MOVING IN A (BODY) POSITIVE DIRECTION After a decade of ad industry campaigns like 'Run Like a Girl' and DOVE’s ‘Real Beauty' - driving real change in advertising standards around real beauty, diversity and the reappraisal of how women are portrayed in Hollywood - we ask if the positive efforts of the ad industry are being cancelled out by the negative impact of today’s media highlighted by current cinema. While films like The Substance illustrate idealised notions of youth, positive changes are underway. Organisations such as The BAFTA’s Elevate (source) and the British Film Institute’s (BFI) Diversity Standards (source) are enforcing and actively promoting more inclusive and realistic portrayals of beauty on screen. These programs encourage the film industry to cast diverse body types and challenge traditional beauty norms. Historically, ageing in cinema and the media has been stigmatised, especially for women. However, films like Nomadland and The Farewell are reshaping this narrative, focusing on characters who work to rewrite conventional standards of beauty and age. These films have not only been successful but also celebrated for depicting ageing with authenticity and grace. These kinds of representations offer young audiences a more open-minded view on ageing and highlight the positive nuances that come with getting older. Despite the ongoing issue of youth sexualisation in the media, proactive steps are being taken. Programs like Media Smart in the UK and Ireland (source) are working with schools and media producers to educate young audiences about media literacy and the dangers of harmful stereotypes. Their aim is to work with this emerging generation who are increasingly aware of the dangers of a lack of diversity and can critically engage with on-screen portrayals of body image. Films like Lady Bird (2017) and Booksmart (2019) have successfully presented young women in non-sexualised, nuanced roles, offering Gen Z viewers a healthier perspective. Films such as the above and even The Substance in certain aspects, prove that the film industry is gradually evolving, and many positive efforts are underway to promote a healthier, more inclusive and understanding view on body image narratives. These initiatives show that cinema absolutely plays a vital role in reshaping public perceptions of beauty and age, and there should be even more of a positive movement toward cinema becoming self-aware, and broaching these subjects with a more progressive attitude. |
A LOOK TO THE FUTURE We can learn an awful lot about how future generations see themselves, and want to be portrayed by how the film industry reacts. Hollywood is increasingly recognising the need for change and films like The Substance, although teetering on the brink of obsolescence, demonstrates that cinema is approaching an era where crucial conversations about body image and diversity are being confronted and examined rather than being brushed under the carpet. Hollywood and Screen Ireland have both launched initiatives aimed at fostering diversity in storytelling and improving representations of body image (source). Screen Ireland’s Pathways program (source) is focused on promoting inclusivity on and off screen, encouraging filmmakers to embrace diverse stories. “Modern audiences have made their desire for more varied and multifaceted representation within the media they consume very clear. There has been uproar over the new Snow White movie not including actual individuals with dwarfism and replacing them with fake CGI versions. This is a prime example of Hollywood getting it wrong. We need examples of diversity and representation of all kinds of people, rather than stripping them of roles and opportunity.” - Robyn (28) NFI Looking ahead, films like The Farewell (2019) and Nomadland (2020) offer a glimpse into a more authentic, optimistic future, where ageing is embraced and diverse representations flourish. Although we as a society clearly have a long way to go within the conversation around body positivity and inclusivity, we can but hope that the media will continue to evolve as new generations emerge, with industry-wide efforts shaping a more balanced and honest cinematic landscape. |
BRAND TAKEOUTS This growing discussion around body image and ageing, as seen in films like The Substance, highlights an important opportunity for brands in the advertising and media landscape. As growing demands from Gen Z about creating an overall more inclusive environment are being heard, both the film industry and the advertising industry are responding. The efforts of companies like DOVE and Fenti to be more inclusive are continuously praised and should be held as the industry standards and benchmark for any campaign that breaches the topic even slightly. Although our collective journey toward an all-embracing approach to beauty is far from over, brands like these will lead the way in reshaping societal norms around all aspects of self-image and acceptance. |
NEWS FROM THINKHOUSE This week our Founder, Jane McDaid spoke at the Western Development Commission’s Summit ‘Reflect and Reignite’ celebrating 25 years of western development. With the launch of Wild Atlantic Way 10 years ago, and the successful growth of the MedTech in the West, alongside the reimagination of a new renewable energy future - there’s huge energy and optimism for the future of the West and North West of Ireland. Jane joined a panel and contributed views on creative opportunities for the future; including intergenerational community-building, youth-centric cities and communities and generative ai. THINKHOUSE launched Heineken Collabs, a campaign that partners with cultural tastemakers who reimagine the iconic Heineken bottle as their own. The first collab is with tattoo shop Heartbreak Social Club. Check out their story here and keep an eye out for more over the coming weeks… (video link) |