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Beauty is a relative concept. It is also socio-culturally constructed. What may be defined as beautiful in one context or culture may be perceived as disgusting in another.
However in a globalized era where what happens in one context or country easily gets relayed to another country, to what extent has the cultural definition of Ghanaian or African beauty been upheld by young people in Ghana?
This group will explore the construction of beauty by two groups of Ghanaian youth: those in a peri-urban setting who still hold on to traditional Ghanaian notions of beauty and those located in a cosmopolitan context who have been deeply affected by Western construction of beauty with an emphasis on slenderness and bodies decorated with beauty enhancement products.
This group draws on social constructionist theory. It employs a multiple methods design made up of in-depth interviews, focusing on group discussions and write-ups by young people to unearth their construction of beauty. we believe that contexts matter in the definition and expression of beauty. Additionally, the strong impact of globalization through media projections cannot be under estimated in constructions and representations of beauty in this twenty-first century.
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