The recent article in the Daily Mail newspaper ‘No longer the bees’ knees: Should any woman show her legs after 40?’ tells us much about the social expectations of feminine identities. In Western societies femininity is presented, in various media discourses (e.g. film, newspapers), in opposition to hegemonic masculine identities. Although media discourses constitute ‘ideal’ femininities, many women act upon and determine their own individual identities in relation to them. ‘Ideal’ femininity typically encompasses aspects of beauty, slenderness and stylishness, which are commonly linked to the youthful body. The individual can attempt to gain or maintain those aspects of femininity by consuming a myriad of anti-ageing and grooming products, cosmetics and various diet and exercise programmes. As social psychologists, understanding the pressure to conform these discourses exert on the individual, helps us understand the growth of more extreme forms of body maintenance such as eating disorders and cosmetic surgery.
Daily Mail ‘No longer the bees’ knees: Should any woman show her legs after 40?
Body talk: Questioning the assumptions in cognitive age
Body weight preoccupation in middle-age and ageing women: A general population survey