Nash, Rebecca (2016) The beauty landscape: why the role of the web on aesthetic surgery matters. In, Wilhelm, Pierre (ed.) Beauty: Exploring Critical Perspectives. Brill, pp. 55-63.
Abstract
Adhering to prevailing aesthetic standards is a central facet of contemporary consumer culture. How individuals do so has evolved with the technologies and influence of ‘traditional’ media–magazines and television, given the growth of images disseminated through media representing ‘ideal’ bodies. An increasingly popular way for people seeking to alter bodies is for them to consider undergoing aesthetic surgery. This type of surgery largely consists of elective procedures. Importantly, though, the extent to which aesthetic surgery is researched, discussed, and pursued in today’s society has increased tremendously, leading one to consider the influence that the Web may have exerted on this trend. Individuals may have helped promote and disseminate information about surgical procedures among themselves using social media. Yet, the role that the Web has played in users’ production and consumption of information about aesthetic surgery remains under-researched. This, even though the Web has been considered a driver for emerging parts of the industry– aesthetic tourism, helping travellers seek aesthetic procedures abroad. Little research has explored how individuals engage with multiple online community spaces regarding travel for aesthetic surgery abroad. Understanding these spaces matters, nevertheless. I will argue that the Web expands a beauty landscape. The UK aesthetic surgery industry has recently been criticised by the Department of Health for poorly regulating itself. Importantly, the Government has done little to regulate information provided on the Web about cosmetic surgery whilst allowing potential misinformation, illegal or counterfeit products and services to pervade online. This study opens investigates the role the Web plays in disseminating information about aesthetic surgery. It examines the growth of aesthetic surgery in contemporary society. Furthermore, it discusses online users’ engagement with this topic in Web spaces. As well, it explains why researching aesthetic surgery on the Web matters in the context of this broadening beauty landscape.
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