Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Beauty Standards in EgyptPopular Consumer Culture and the Representation of Women

Beauty Standards in EgyptPopular Consumer Culture and the Representation of Women The creation of a hybrid beauty in the cartoon sphere and in advertising intersected with popular and consumer culture at a moment when women’s roles in the public sphere were changing. Politically the nation was at a crossroads: the Anglo-Egyptian treaty of 1936 removed most impediments toward Egyptian independence; however, British troops remained in the Suez Canal zone. With respect to economic history, multinationals were expanding in Egypt, while an emerging bourgeoisie worked to establish local industries. With World War II came economic crisis: inflation, profiteering, black markets, rising inequality, and the return of British troops to strategic locations around the country. This article argues that the hybrid beauty represents the push and pull between women’s emerging roles in public spaces and traditional values, imperialism versus authenticity, local industry competing against multinationals, and a negotiation of new roles for husbands and wives in companionate marriage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Middle East Women's Studies Duke University Press

Beauty Standards in EgyptPopular Consumer Culture and the Representation of Women

Download PDF
29 pages

Loading next page...
 
/lp/duke-university-press/beauty-standards-in-egyptpopular-consumer-culture-and-the-IZ97OF2emj
Copyright
Copyright © 2021 by the Association for Middle East Women’s Studies
ISSN
1552-5864
eISSN
1558-9579
DOI
10.1215/15525864-9306846
Publisher site
See Article on Publisher Site

Abstract

The creation of a hybrid beauty in the cartoon sphere and in advertising intersected with popular and consumer culture at a moment when women’s roles in the public sphere were changing. Politically the nation was at a crossroads: the Anglo-Egyptian treaty of 1936 removed most impediments toward Egyptian independence; however, British troops remained in the Suez Canal zone. With respect to economic history, multinationals were expanding in Egypt, while an emerging bourgeoisie worked to establish local industries. With World War II came economic crisis: inflation, profiteering, black markets, rising inequality, and the return of British troops to strategic locations around the country. This article argues that the hybrid beauty represents the push and pull between women’s emerging roles in public spaces and traditional values, imperialism versus authenticity, local industry competing against multinationals, and a negotiation of new roles for husbands and wives in companionate marriage.

Journal

Journal of Middle East Women's Studies – Duke University Press

Published: Nov 1, 2021

References

  • Importing ‘Beauty Culture’ into Iran in the 1920s and 1930s: Mass Marketing Individualism in an Age of Anti-imperialist Sacrifice
    Amin, Camron
  • The Golden Age before the Golden Age: Commercial Egyptian Cinema before the 1960s
    Armbrust, Walter Armbrust, Walter
  • Marketing Manhood in a ‘Post-feminist’ Age
    Barber, Kristen Bridges, Tristan
  • The Making and Breaking of Marital Bonds in Egypt
    Baron, Beth Keddie, Nikki Baron, Beth
  • Weighing for Health: Management, Measurement, and Self-Surveillance in the Modern Household
    Bivens, Robert Marland, Hilary
  • Taste Matters: Bikinis, Twins, and Catfights in Sexually Oriented Beer Advertising
    Chambers, Jason Reichert, Tom Lambiase, Jacqueline
  • Badiʾa Masabni, Artiste and Modernist: The Egyptian Print Media’s Carnival of National Identity
    Dougherty, Robin Armbrust, Walter
  • Standardizing Slimness: How Body Weight Quantified Beauty in the Netherlands
    Huistra, Hieke Liebelt, Claudia Böllinger, Sarah Vierke, Ulf
  • Consuming Orientalism: Images of Asian/American Women in Multicultural Advertising
    Kim, Minjeong Chung, Angie Y.
  • The Dangers of Dancing: The Media and Morality in 1930s Egypt
    Lopez, Shaun T.
  • Madams, Murders, and the Media: Akhbar al-Hawadith and the Emergence of a Mass Culture in 1920s Egypt
    Lopez, Shaun T. Goldschmidt, Arthur Johnson, Amy J. Salmoni, Barak A.
  • Where Are the Clothes? The Pornographic Gaze in Mainstream American Fashion Advertising
    Merskin, Debra Reichert, Tom Lambiase, Jacqueline
  • On Beauty . . . and the History of Business
    Peiss, Kathy
  • Family Follies
    Pollard, Lisa
  • Dancing to the Rhythm of Time
    Rakha, Youssef
  • Marketing the Modern Egyptian Girl: Whitewashing Soap and Clothes from the Late Nineteenth Century to 1936
    Russell, Mona
  • ‘I Am a Whore but I Will Be a Good Mother’: On the Production and Consumption of the Female Body in Egypt
    Ryzova, Lucie
  • Egyptianizing Modernity through the ‘New Effendiya’: Social and Cultural Constructions of the Middle Class in Egypt under the Monarchy
    Ryzova, Lucie Goldschmidt, Arthur Johnson, Amy J. Salmoni, Barak A.
  • Press Advertising in Egypt: Business Realities and Local Meaning, 1882–1956
    Shechter, Relli
  • Beauty for Asian American Women in Advertising: Negotiating Exoticization and Americanization to Construct a Bicultural Identity
    Snell, Katy Tsai, Wan-Hsiu Sunny
  • American Ambassador in Technicolor and Cinemascope: Hollywood and Revolution on the Nile
    Vitalis, Robert Armbrust, Walter
  • The Modern Girl as Heuristic Device: Collaboration, Connective Comparison, Multidirectional Citation
    Weinbaum, Alys Eve Thomas, Lynn M. Ramamurthy, Priti Poiger, Uta G. Dong, Madeleine Yue Barlow, Tani E. Eve Weinbaum, Alys Thomas, Lynn M. Ramamurthy, Priti Poiger, Uta G. Dong, Madeleine Yue Barlow, Tani E.
  • Women’s Age at First Marriage and Long-Term Economic Empowerment in Egypt
    Yount, Kathryn M. Crandall, AliceAnn Cheong, Yuk Fai
  • Importing ‘Beauty Culture’ into Iran in the 1920s and 1930s: Mass Marketing Individualism in an Age of Anti-imperialist Sacrifice
    Amin, Camron
  • The Golden Age before the Golden Age: Commercial Egyptian Cinema before the 1960s
    Armbrust, Walter Armbrust, Walter
  • Marketing Manhood in a ‘Post-feminist’ Age
    Barber, Kristen Bridges, Tristan
  • The Making and Breaking of Marital Bonds in Egypt
    Baron, Beth Keddie, Nikki Baron, Beth
  • Weighing for Health: Management, Measurement, and Self-Surveillance in the Modern Household
    Bivens, Robert Marland, Hilary
  • Taste Matters: Bikinis, Twins, and Catfights in Sexually Oriented Beer Advertising
    Chambers, Jason Reichert, Tom Lambiase, Jacqueline
  • Badiʾa Masabni, Artiste and Modernist: The Egyptian Print Media’s Carnival of National Identity
    Dougherty, Robin Armbrust, Walter
  • Standardizing Slimness: How Body Weight Quantified Beauty in the Netherlands
    Huistra, Hieke Liebelt, Claudia Böllinger, Sarah Vierke, Ulf
  • Consuming Orientalism: Images of Asian/American Women in Multicultural Advertising
    Kim, Minjeong Chung, Angie Y.
  • The Dangers of Dancing: The Media and Morality in 1930s Egypt
    Lopez, Shaun T.
  • Madams, Murders, and the Media: Akhbar al-Hawadith and the Emergence of a Mass Culture in 1920s Egypt
    Lopez, Shaun T. Goldschmidt, Arthur Johnson, Amy J. Salmoni, Barak A.
  • Where Are the Clothes? The Pornographic Gaze in Mainstream American Fashion Advertising
    Merskin, Debra Reichert, Tom Lambiase, Jacqueline
  • On Beauty . . . and the History of Business
    Peiss, Kathy
  • Family Follies
    Pollard, Lisa
  • Dancing to the Rhythm of Time
    Rakha, Youssef
  • Marketing the Modern Egyptian Girl: Whitewashing Soap and Clothes from the Late Nineteenth Century to 1936
    Russell, Mona
  • ‘I Am a Whore but I Will Be a Good Mother’: On the Production and Consumption of the Female Body in Egypt
    Ryzova, Lucie
  • Egyptianizing Modernity through the ‘New Effendiya’: Social and Cultural Constructions of the Middle Class in Egypt under the Monarchy
    Ryzova, Lucie Goldschmidt, Arthur Johnson, Amy J. Salmoni, Barak A.
  • Press Advertising in Egypt: Business Realities and Local Meaning, 1882–1956
    Shechter, Relli
  • Beauty for Asian American Women in Advertising: Negotiating Exoticization and Americanization to Construct a Bicultural Identity
    Snell, Katy Tsai, Wan-Hsiu Sunny
  • American Ambassador in Technicolor and Cinemascope: Hollywood and Revolution on the Nile
    Vitalis, Robert Armbrust, Walter
  • The Modern Girl as Heuristic Device: Collaboration, Connective Comparison, Multidirectional Citation
    Weinbaum, Alys Eve Thomas, Lynn M. Ramamurthy, Priti Poiger, Uta G. Dong, Madeleine Yue Barlow, Tani E. Eve Weinbaum, Alys Thomas, Lynn M. Ramamurthy, Priti Poiger, Uta G. Dong, Madeleine Yue Barlow, Tani E.
  • Women’s Age at First Marriage and Long-Term Economic Empowerment in Egypt
    Yount, Kathryn M. Crandall, AliceAnn Cheong, Yuk Fai