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16th -19 th Century Concept of Beauty in the Philippines: A Historical and Cultural Approach
Various studies on the Philippine concept of beauty have been published all throughout the years. The obsession with whitening products and even going under the knife just to achieve the perfect nose shape has been popular recently. Perhaps, we all agree that due to the three hundred yearlong influence of the Spaniards and the occupation of the Americans soon after has reshaped our idea of beauty. However, a very important question was never asked. From what previous concept did it change from? How did it change until the American period? This paper focuses on the various aspects of beauty in the 16th-19th century Philippine society, before and during the colonization of the Spaniards.
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Centuries have passed and the obsession for beauty never ceases. The pressure to look good has been intensified and the hype continues as the world becomes digitally connected via the internet. Our concept of beauty becomes very easily affected with just one click of a button. Consciously or unconsciously, we have succumbed to the media’s influence of shaping our thoughts. In line to that, it is therefore safe to say that the current trend and basis of a true Filipina beauty as in arched nose, sharp face, long legs, slender body and fair skinned are influences of the Spanish and American. It is a de facto phenomena experienced by Filipinos. However, if our concept of beauty really has changed, then from what notion did it change from? Through lexical data, this paper aims to provide basic parameters of the concept of beauty in the indigenous Philippine society.
Throughout history, the definition of 'what is beautiful' seems to change in alignment with society's definite standard of beauty. Since then, it has been known that beauty is one of the things individuals seek because it is a power on its own. In the Philippine context, the colonial mentality has something to do with the beauty standard instilled in the minds of Filipinos. Colonial mentality is known as a form of internalized oppression, contributing to the strong perception of ethnic and cultural inferiority, which profoundly influences the Filipinos on their perception of 'What is beautiful'. Filipinos did not just become the subject of colonization but rather continued to live along with its adverse effects.
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Many of the images in films, magazines, and the Internet have the same idealization of beauty: tall, thin, blonde, high cheek boned faces, and white skin. Minority women are especially underrepresented in the film and modeling industry, and should they appear in any ads, their physical appearance adheres to the standards of white beauty. The research on race, gender, and sexuality show there is a global standard of beauty that emphasizes light skin, eyes, and hair as ideal traits. Asian women in particular are objectified and stereotyped as exotic and submissive in photos, while also perpetuating the idealization of white beauty, as seen in ads that sell products to lighten skin or the way that they are photo-shopped. There is a growing body of research on idealized women in advertising and the mental health effects on women, but little on Asian women, particularly Filipinos, and white beauty. In what ways do Western, European, and Filipino films, websites, and magazines construct standards of white beauty, specifically for Filipinos? Using theories of colonialism and feminism to uncover the dominant influence of white beauty, this article uses examples from popular films, magazines, and websites from the U.S., Europe, and the Philippines to uncover the ways these industries shape ideal beauty for Filipino women. Concluding this analysis, this article prompts ways that these industries can change these ideologies.
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Beauty standards have been a prominent aspect of society for centuries, with each culture having its ideals of beauty. In the Philippines, certain beauty standards have been shaped by various factors such as colonisation , globalisation , and media influences . Beauty ideals in the Philippines are deeply rooted in the country’s colonial past. Western standards of beauty particularly arose during the Spanish and American colonial periods. These standards prioritise lightness of skin, a tall stature, and a pointy nose as markers of attractiveness.
They have been perpetuated by media influences that often promote the use of skin-lightening products and feature celebrities with Caucasian-looking complexions. In recent years, there has been a shift towards more diverse beauty standards in the Philippines, with a growing appreciation for features such as fuller figures and darker skin tones. However, it is important to note that these newer standards are still not fully accepted in the mainstream media and can vary among different regions of the Philippines.
Another aspect that has played a significant role in shaping beauty standards in the Philippines is globalisation . Widespread access to the internet and social media have further exposed Filipinos to Western beauty standards, leading many to desire features such as a sharp nose, thinner lips, and smaller jawlines. It is essential to recognise the impact of beauty standards on individuals and society as a whole. These standards of beauty often carry societal implications, as they are associated with attractiveness, greater wealth, and higher intelligence. Conversely, these standards can create a sense of inadequacy and perpetuate discrimination against those who do not conform to them.
The pressure to fit into certain beauty standards can have negative effects on one’s self-esteem and mental health, especially for those who do not fit the prevailing beauty ideals. In addition, the perpetuation of certain beauty standards can also contribute to discrimination and inequality , as those who do not meet these ideals may face exclusion or marginalisation in various aspects of society. In conclusion, Philippine beauty standards have evolved due to various cultural, historical, and global factors.
While there have been shifts towards more diverse standards, it is important to continue promoting acceptance and celebration of all types of beauty. This can be achieved through media representation that reflects the diverse beauty of Filipinos and encourages self-love and acceptance . Additionally, education and awareness-raising efforts can also help combat the harmful effects of unrealistic beauty standards. Ultimately, embracing beauty in all its forms can lead to a more inclusive and accepting society that values diversity and individuality. Society must recognise that beauty standards are not absolute and should not be used as a basis for judging individuals or groups. Instead, we should appreciate and celebrate the unique features that make each person beautiful in their way. We are all beautiful just the way we are without the need to impress or satisfy other people’s preferences.
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