Based on the following, in addition to potential other sources, what is the relation to typical gender role expectations in terms of beauty in each culture to this concept? Are there any other examples? How can this be potentially demeaning, and alternatively, empowering, to said gender roles or identities?

Western cultures tend to value a sun tan because it is often associated with wealth, leisure, and overall well-being. Historically, a tan was a sign that a person had free time to spend outdoors, possibly in warm and exotic vacation destinations. This is in stark contrast to earlier times when fair skin was considered a sign of wealth because it indicated that a person did not have to work outdoors in the sun (Mire, 2011).

In the 20th century, with the rise of beach vacations, tanning became fashionable in Western societies. For example, American and European pop culture icons, such as Coco Chanel and Elizabeth Taylor, popularized the trend of suntanned skin in the mid-1900s (Mire, 2011). Furthermore, according to a study by Nicholls (2011), tan skin is perceived as more attractive, healthier, and as a social status symbol in Western society.

In contrast, Asian cultures tend to value lighter skin in terms of beauty and status for various reasons. One reason is rooted in historical and cultural factors, where lighter skin has long been linked to higher class and status. In ancient Asian societies, such as China and India, fair skin often symbolized luxury, wealth, and privilege because the upper-class citizens did not need to work outdoors and were thus not exposed to the sun (Li et al., 2008).

Additionally, Light skin is also associated with purity and femininity in many Asian cultures. Kumar (2016) noted that light-skinned Hindu goddesses are often depicted as pure and virtuous, while dark-skinned deities are associated with more aggressive characteristics. In Japan, geishas were known for their pale makeup, representing beauty and refinement (Juniper, 2003).

Regarding the concept of beauty and what humans historically find attractive in a potential reproductive partner, research has shown that we are generally drawn to traits indicative of health, youth, and fertility (Rhodes, 2006). The preference for lighter skin in Asian cultures is often related to these factors, as clear and light skin has been linked to youth and fertility (Li et al., 2008). Similarly, the preference for tan skin in western cultures also relates to its association with health, as Nicholls (2011) found that tan skin is often perceived as more attractive and healthier.

In conclusion, the preference for suntanned skin in western cultures and lighter skin in Asian cultures can be linked to perceptions of wealth, leisure, health, and fertility throughout history. These preferences reflect the cultural and historical contexts of these societies and what beauty traits they associate with a desirable reproductive partner.

References:

Juniper, A. (2003). Wabi sabi: The Japanese art of impermanence. Tuttle Publishing.

Kumar, C. S. (2016). Skin lightening and beauty in four Indian magazines. Journalism & Mass Communication Quarterly, 93(3), 583-601.

Li, E. P., Min, H. J., Belk, R. W., Kimura, J., & Bahl, S. (2008). Skin lightening and beauty in four Asian cultures. Advances in Consumer Research, 35, 444-449.

Mire, A. (2011). The meanings of skin color. In R. R. Rechtschaffen & T. F. Cash (Eds.), Body images: A handbook of theory, research, and clinical practice (pp. 161-166). Guilford Press.

Nicholls, M. E., Orr, C. A., Okubo, M., & Loftus, A. (2011). Satisfaction guaranteed: The effect of spatial biases on responses to likert scales. Psychological Science, 22(6), 787-793.

Rhodes, G. (2006). The evolutionary psychology of facial beauty. Annual Review of Psychology, 57, 199-226.