SOCIAL STANDARDS OF BEAUTY AS A FACTOR IN SHAPING WOMEN'S BODY IMAGE

Abstract

This article examines the influence of social standards of beauty on the formation of women’s body image. In contemporary society, beauty ideals are shaped by media, culture, and social institutions, often promoting narrow and unrealistic standards. These ideals significantly affect women's self-perception, psychological well-being, and behavior. The study analyzes theoretical and empirical literature, identifies key influencing factors, and explores the consequences of internalizing societal beauty norms. The findings suggest that exposure to idealized images correlates with body dissatisfaction, low self-esteem, and increased risk of disordered eating. The paper concludes with recommendations aimed at promoting body positivity and media literacy among women.