Is feminism keeping up with the Kardashians? Female celebrities’ portrayal of beauty and its influence on young females today

Abstract

The ultimate objective of this study was to establish whether female celebrities portray the beauty ideal and have influence over young females today. The literature review presents an analysis of feminism, beauty ideals, self-­‐ objectification, and the influence of media and celebrities, in an attempt to establish whether celebrity images are of a ‘self-­‐made’ hypersexual nature and whether these images influence young females’ self-­‐concept and role in society. The literature was further triangulated with a combination of primary and secondary data. Images of females within the famous Kardashian/Jenner family were studied in an attempt to understand how female celebrities portray themselves today. Furthermore, a focus group was conducted in an attempt to understand whether female youths are to some extent influenced by female celebrities. Through the research conducted it was evident that female role stereotypes still prevail in contemporary media. Furthermore, two themes prevailed throughout the study, which was that women can use their bodies for profit and as a means of power, and the conflicting nature of femininity versus feminism today.