Western Beauty Ideals in Nigeria

Chapter 1: Introduction

1.1: Background studies

The development of human beings regardless of which belief they have or the location has always included within it the concept of beauty. Often human beings want to associate themselves with beauty and make themselves more beautiful by the day if only to be able to appeal to a much wider demographic and at times improve self-confidence and esteem. However what is beauty and why is it such an important factor that would impact socio-cultural values of a people? According to Wolf (1991), beauty ascribes to characteristics held by a person, object, animal, or idea modelled to provide a perceptual satisfaction or pleasurable experience. These characteristics are often associated with cultural values and ideals, sociological and philosophical perspectives and even down to basic aesthetics. According to Dutton (2009) and Jacobsen (2010), it varies from cultures, societies, perceptions of the world as well as individual surrounding and not limited to time. Given this variation and the impact of globalization which has enabled intercultural associations and access to a wider range of information than previously available before, different people in different regions all across the world have had their perspective of beauty greatly altered by other culture, ideals and perspectives. This study aims to investigate the Nigerian Women in this respect and with concerns to how the western beauty ideals have impacted the socially and culturally with regards to beauty.

1.2: Problem statement

Although the effects of globalization have left the global contemporary society significantly influenced in terms of standards and ideals of beauty and beautification, a wide range of studies highlight that a significant portion of the globe has been especially influenced by western beauty ideals leading to their belief and adoption all across the world including Nigeria (Cohen et al., 2013; Bissell, 2014; Li et al., 2008). Women in Nigeria now believe that slim, tall and blonde are qualities of a beautiful woman contrary to their culture, which highlights well-built bodies as more beautiful. As such most of them actually subscribe to western beauty and beautification ideals of slimness and cosmetic surgery however what are some of the greater socio-cultural impacts of these western beauty ideals to Nigerian women? How has cultural norms impacted the perception of beauty amongst Nigerian women? What are some of the factors that contribute to beauty ideals in Nigeria? How does cosmetic surgery contribute to beauty ideals in Nigeria? Answering these questions underpins the main objectives of the study towards the achievement of its aim, which is to point out the socio-cultural impacts of Western beauty ideals on the lives of Nigerian Women.

1.3: Research Objectives

To evaluate the impact of cultural norms in the perception of beauty amongst Nigerian women

To outline the various factors that highlight different beauty ideals

To understand the value of cosmetic surgery to the beauty ideals of contemporary Nigerian women

1.4: Significance of the study

While beauty is often a controversial concept and is tagged upon a wide range of perceptions and perspectives, its impact especially to women concerning their self-confidence, self-esteem, as well as purpose in life is critical. A wide range of women is greatly influenced towards and away from succeeding in life by how beautiful they perceive themselves to be and as such highlights the essences of beauty and beautification. This research will seek to highlight the various socio-cultural factors that influence beauty and beautification ideals among women in Nigeria in relation to the western beauty ideals. In so doing beautification mechanisms such as cosmetic surgery and makeup can be evaluated for more safe and meaningful use and purposes.

Chapter 2: Literature review

2.1 Introduction

This chapter critically assesses the concepts of beauty and beautification as perceived by difference societies, cultures, and socio-economic demographics. To capture an in depth perspective of view and what defines beauty, this research aimed to delve deeper into what informs the concept of beauty and features considered beautiful by different cultures. Furthermore, the chapter sets to establish the perception and construction of beauty in modern Nigerian society against the background/backdrop of cultural variety. Lastly, this literature review explores the notion of beauty and beautification in Nigeria considering both the traditional and modern concept of beauty.

2.2 Concept of beauty

Based on classical-primordial western perception, beauty underscores a combination of core elements in a coherent form that forms a harmonised and symmetrical order particularly in its physical appearance (Tatarkiewicz, 1972; Peters, 2014). Whereas, the idealistic view of beauty conceives the idea of perfection (perfect unity) of different parts such skin colour, hair size/colour, body weight, breast size, and height forming a complete element, which constitute universally symmetrical patterned (Goldman, and Waymer, 2014; Yan, and Bissell, 2014). Other philosophers such as Burke (1957, p. 83) have perceived beauty quality(ies) in a body that causes another person to fall in love or being passionate. As argued by Wolf (1991), beauty ascribes to characteristics held by a person, object, animal, or idea modelled to provide a perceptual satisfaction or pleasurable experience. Studies argue the concept is rooted in sociological, philosophical, cultural, aesthetics, or social perspectives of an individual (Nehamas, 2007; Gottschall, 2008; Gunes, 2011). This means its definition and perception vary from society to society (Kneller, 1986; Gottschall, 2008). As illustrated by Dutton (2009) and Jacobsen (2010), the concept of beauty depends on cultures, societies, and perceptions of the world as well as individual surroundings, and is not limited to time. As such, what is considered beautiful in one society can be ugly in another and vice versa. Some scholars have argued that beauty is modelled in a manner to inspire and represent peoples’ distinct attractiveness, real, eminent, and proud of ones’ physical and psychological characteristics (Matiza, 2013; Gunes, 2011; Scruton, 2011). In some societies, being dark-skinned and ‘chubby’ is considered beautiful while some perceive light-skinned and slender person as beautiful. Due to such varied perspectives of the concept of beauty, it is often misunderstood and shadowed by either individuals’ subjective view with some holding that beauty lies ‘in the eye of beholder’. Although, as argued by Jones (2011) and Yan & Bissell (2014) before the age of globalization where other cultures and way of life largely influence individual on what is considered beauty, in most societies beauty was derived from things themselves rather existing in the minds of individuals but often differs from person to person. Hume (1894) contended that one person may perceive deformity as beauty and further pointing out that individuals ‘ought to acquiesce in his own sentiment’ while not infringing in the views of the others. Historically, in many societies, beauty was associated with pleasure and satisfaction although measured as origin not effect of it (Ibid). Largely, beauty is subjective in such the people can severely dispute about taste where some individuals are perceivable as beautiful or possess the paradigm of good taste or lack of it in that matter.

Similarly, to such variables as taste, the concept and theories of beauty have received a good share of criticism and controversy due their emphasis on subjective nature of aesthetic judgement and, therefore, lacking consensus standard in which a thing or a person must hold in order to be described as beautiful. Essentially, beauty calls for adoration, love, use, and usefulness of the said object, idea, or person but it is important to understand that description varies widely (Cohen et al., 2013; Gerstle et al., 2014).

2.3 Beautification in contemporary societies

Although the contemporary societies have been significantly influenced by globalisation, movement, and advanced sharing of information, the variety of beauty standards across cultures remains apparent. According to Cohen et al. (2013), most Westerners consider slim, tall, and ‘blonde’ as qualities of beautiful women. Whereas, in some African and South American cultures, a stretched lip and ear defines beauty in a woman (Thomas, 2006; Magaziner, 2013). In studies conducted by Yan & Bissell (2014) and Cohen et al. (2013), it found that qualities of beauty vary widely between societies. For instance, Popenoe (2012) highlights that sub-Saharan people tend to consider heavier women (fatness) as desirable and beautiful. Moreover, in most Indian societies beauty is considered an expression of godliness and something to be admired. Nose rings, henna, and rings as well as lighter skin are considered fundamental in achieving adoration (Li et al., 2008). Some societies, such as Surma (Ethiopia) and Toposa (South Sudan) have body scarification as a popular tradition to intrigue sense of beauty and sensuality as well as social status (Garve et al., 2017). Recently, plastic surgeries have drastically increased where people modify their natural appearance such as adjusting a nose shape, breast size, or lip size (Singh et al., 2010; Gerstle et al., 2014). In the study on preserving beauty among older members in a society, Clarke and Griffin (2007) found that use of such approaches as anti-wrinkle creams, cosmetic surgeries, non-surgical cosmetic procedures, cosmetics, and artificial hair to attain desired beauty, is on a rise. Against this background, beautification refers to action taken in attempt to improve one’s physical appearance in a way that appeals or attracts other people in a given society, to some extent, to attain perfect body characteristics based on the society’s view of beauty. Scholar have argued in line with accepting a person physical features as well as realities of growing older such as deformities and indifference in ‘conventional’ appearance as qualities of beauty (Macia et al., 2015; Aquino, and Steinkamp, 2016; Edmonds, 2010). Nevertheless, other scholars hold contrary views arguing that individuals should reconstruct both aging and beauty to attained personal satisfaction, adoration, love, and sense of belonging (Kinnunen, 2010; Cihantimur, and Herold, 2013; Dingman et al., 2012). Adelman and Ruggi (2008) allude to issues of body image and practices that have increasingly been taken as representation of beauty and are core elements in the construction of one’s identity. Currently, many societies that traditionally held a given concept and qualities of beauty such as being ‘fatty’ or ‘chubby’ are experiencing a shift in what beauty is (Edmonds, 2010). Over the past century, the notion of beauty and beautification to achieve perfection has risen drastically in the wake of ‘beautiful’ celebrities and photo-shopped images ‘expected’ qualities of beautiful women. In her book Wolf (2015), exemplified the pressure from social expectation on prominent and powerful women in regards to physical beauty. As pointed out by Millard (2009), this has given rise to unrealistic standards for women to attain an exquisite body image. A study conducted on the psychological effects of body image, have found a correlation between poor body images and one’s self-confidence, attitudes, and assertiveness, irrespective of the cultural, socioeconomic, and ethnic backgrounds (Shridharani et al., 2010; Von Soest et al., 2012). According to Edmonds (2011), in a society perceiving slim, ‘skinny’ and lighter body image as symbol of adoration and beauty, women with bigger body weights are affected psychologically and seek body cosmetics and plastic surgery for perfection. These modifications conform to the established ‘standards’ in socio-cultural and non-personal contexts.

2.4 Beauty in Nigeria

Similar to other African cultures, indigenous Nigerian cultures traditionally looked into nature and surroundings to derive body modification ideas whether in relation to body weight (heavier women are considered healthy, fertile, physically attractive, and of higher social status) or extension and scarification (Balogun, 2012; Oduro, 2016). According to Oloruntoba-Oju (2007), ethnic groups such the Yoruba, dominant in Southwestern Nigeria, emphasised body parts such as buttocks, breasts, teeth, and eyeballs as qualities of adoration for beauty. According to Simmons (1998), most Nigerian teenagers spent considerable amount of their time in a ‘fattening room’ eating bowl of starchy food while staying mostly inactive in order to attain traditional qualities of beauty. As pointed out by the study, the driving factors of these fattening practises are gaining social approval of beauty among young women under the notion of ‘the bigger the better’. Key contributing factors to this increase in cosmetic surgery and other forms of beautification, is largely attributed to penetration of social media into societies and people lifestyle causing heightened peer pressure, and globalised information from western countries. De Santana Pinho (2010) held that women in Africa have looked more to the western cultures for qualities and factors perceived as core in definition of beauty despite apparent lack of a universal form of beauty. Although, as pointed out before, societies’ perception of beauty varies widely with major African traditional societies admiring big, ‘chubby’ or ‘fatty’ woman as beautiful, which is contrary to western concept of beauty of slim and skinny. Furthermore, facial attractiveness is a core determinant in most cultures with such features as having a round-shaped face considered a pervasive body image of beauty. Assessing the idealisation of femininity and nationalism in a Nigerian beauty pageant, Balogun (2012) highlighted that setting two parallel pageant (Queen Nigeria and The Most Beautiful Girl in Nigeria) indicates a difference in cultural perspectives of beauty ideals by Nigerian and international cultures. In both settings, western and African cultures, the focus has been moved away from traditional ideals of beauty (heavy body image) to ‘international standards’. Balogun (2012) acknowledged the increasing shift in Nigerian consideration of beautiful to accommodate the media and set qualities perceived to quantify beauty. Recently, the move has been from bigger and rounder butts to thinner, taller, and lighter-skinned under the ‘western ideals’. Garner et al. (1980) refers to the fact that western cultures expect beauty to have a thin body image pressuring through such standards as thinness, lighter skin, and tall as measure of beauty.

Summary

The concept of beauty and subsequent idea of beautification has, historically, had major influence of lifestyle of most if not all communities globally. Traditionally, societies have had different perception of beauty and have embraced different approaches such body marking and piercing and recently plastic and cosmetic surgery. Ideally, beauty has been derived from surrounding environment, nature, and traditions, but globalisation has led in change in perception on beauty as well as beautification where, mostly, societies have embraced the Western concept of beauty. Clearly due to difference in environment, traditions, cultures, norms, beliefs, and socio-economy, but there is limited literature point towards the concept of beauty and beautification in Nigeria.

Chapter 3: Research Methodology

3.1 Introduction

This chapter describes the different research processes and procedures that are involved in this study. Essentially, this is to enable the collection of data to produce first-hand information that may be useful to support inferences regarding the topic of study from the respective population that is directly affected. As such, in this section of the report, a conclusive discussion of the research strategy, approach and the philosophical paradigm adopted to guide data collection and analysis will be outlined. Further, the researcher has also described the respective methods of collecting data including sampling and data collection tools and techniques as well as the analysis method and issues for ethical consideration.

3.2 Research Strategy

The research strategy outlined in detail the exact approach to be taken in the conduction of the study subsequently dictating the structure that is effective for the study whether cross sectional studies, longitudinal studies, case study, grounded theory, ethnography, participative enquiry and various other cultures as outlined by (Cresswell and Plano, 2011; Saunders, Lewis and Thornhill, 2009). In consideration of the research aim, which is to highlight the socio-cultural impacts of western beauty ideals on the lives of Nigerian women, the specific objectives analyzing the concept of beauty in Nigeria and the western worlds as well as the impacts of these ideals, the study took up a qualitative research design. A qualitative research design enables the analysis of the different socio-cultural themes and factors and how they impact the ideals of beauty among Nigerian women.

3.3 Data Collection Methods

The research adopted the combined use of questionnaires to collect information regarding the socio-cultural factors that influence beauty ideals among Nigerian women, and follow up semi-structured interviews to clarify various aspects of the study. The Questionnaires involves short structured questions mostly with a choice between No or Yes answers and on some occasions questions with a multitude of comparative answer ranging the extreme extents of a potential answer: for instance; Very Good, Good, Fair, Bad, Very Bad. The follow up semi-structured interviews involved unstructured interviews casual chats with the women respondents to further probe into their sentiments and feelings concerning the beauty standards in Nigeria.

3.4 Population of Study

Participants will be recruited in settings around Nigerian cities. Once members of the target group have been identified, which in this case is Nigerian women ages 18-40, will be approached and asked kindly if they have a few moments to participate in a research project and if they consent they will be given a short summary of the study and they will be asked if they still wish to participate in the research project and if they agree to participate by giving written consent I will explain what the study entails further then conduct a short interview in the space I approach them in and ask them to fill the short questionnaire that was provided. The participants will be approached to participate in the questionnaire after they have agreed to be part of the research study which has been outlined above. Once they have given verbal consent to fill out the questionnaires they will be given a tablet which has the questionnaire on it for them to fill out with all the time they need to complete it and once they have finished the semi-structured interview will take place in the same space they were approached. This will be done in public spaces such as on the streets of cities, around areas that have many beauty parlors, it will also be done in beauty salons, hair salons, nail bars, etc. In places such as salons, this will only be carried out after written consent is also given by the owners to approach their customers, they will act as gatekeepers as they have access to potential participants but have no say in their choice to participate or not it is only to allow me to seek consent for being part of the research. Participants will be contacted on the street and in person and that will be the only contract that will be done with the participants. Participation were involve a semi-structured interview asking open-ended questions such as "how has culture impacted your view on beauty" as this will be able to give a feel on how people feel about issues relating to beauty, this will provide qualitative data. In addition to creating with the help of a tool such as SurveyMonkey to provide quantitative data and it will ask questions such as "how often do you go to the beautician aesthetician monthly, and you get your nails done at home or at a nail salon" to name a few. This will allow me to understand beauty trends among participants.

3.5 Sampling

The study aims to highlight the socio-cultural impact of western beauty ideals on the lives of Nigerian women, which makes all Nigerian women possible respondents to the study and as such part of the study population. The study therefore took up random sampling as the ideal sampling technique. This also means that no restrictions were effected concerning Tribe or cultural traditions. The participants will be approached to participate in the research by filling in the questionnaire and answering follow up informal and unstructured to further impact the collection of qualitative data. This will be done in public spaces such as on the streets of cities, around areas that have many beauty parlors, it will also be done in beauty salons, hair salons, nail bars, etc.

3.6 Data Analysis Technique

Descriptive statistics was used to analysis the data. It involves a widely used qualitative research method of first hand data analysis which primarily focuses on the identification and relation of patterns, themes and connections within the data (Braun and Clarke, 2006). Through analysis of first hand data which is collected by the abovementioned methods of questionnaires and interviews, inferences that are accurate, effective, reliable and replicable can be obtained from various patterns and themes. This research applies the use of thematic analysis in being able to analyse the various western and contemporary socio-cultural themes and factors that influence the perception of beauty among Nigerian women. The questions in the questionnaires are coded under various themes in question from which patterns in the responses are then used to develop inferences regarding the particular themes selected. These inferences are then compared against the literature review to establish contradiction or consistency, which leads to effective conclusions.

3.7 Ethical Considerations and Philosophical Paradigm

While the research study revolves around the use of human beings as a source of information, ethical consideration arise especially with specific concern to granting them relevant courtesy as pointed out by (Mason, 2010). Despite expectations of minimal potential risk with regards to participants dignity upholding and their safety, information of the participants and their sentiments with regards to a controversial and sensitive topic such as beauty may provoke hate and judgement. To avoid these ethical issues therefore the researcher ensured that only willing participants to the research will be interviewed and their identity will be kept anonymous to enhance their privacy. This also highlights the researchers’ philosophical guidance and awareness during the process of the research. Given the nature of the study, involving socio-cultural perspectives of aspects of the society the research adopted the philosophy of interpretive (social constructionism) or positivism

Chapter 4: Findings

4.1 Introduction

This chapter outlines the findings of the primary field study aiming to evaluate the socio-cultural impacts of western beauty ideals on the lives of Nigerian women. The various questions were designed to be able to highlight the respondents’ perspective and ideals and at the same time provide effective information to be able to answer the research objectives. These objectives come down to highlighting three different aspects of the study including: the concept of beauty and beautification as seen by the contemporary world having been hugely impacted by western beauty ideals and perceptions and the concept of beauty in Nigeria as well as the perception of beauty by Nigerian culture and women. In so doing, we should be able to comparatively study the findings and highlight the socio-cultural impacts of the western beauty ideals on the lives of Nigerian women. The findings will include an analysis of the responses to questions asked in the questionnaire and interviews with tables and graphs, shaping up the different concepts of beauty with regards to the western and Nigerian culture after which the findings will be related with the literature review in the discussion chapter to impact inferences and the answering of the research objectives and aim.

4.2 Concept of Beauty and Beautification

The researcher seeks to define the concept of beauty and beautification among other factors evaluating the respondents’ perception of beauty. 37 out of the 60 respondents’ highlighted that their perception of a beautiful person is one that is good looking, highlighting the most common factor of consideration to be physical attributes of a said individual. 12 respondents pointed out that beauty has to do with the dressing of an individual another 6 and 5 respondents argue that cosmetic surgery and make up play a vital role in the determination of a beautiful person respectively.

75% of the respondents’ further point out that outer beauty is much more significant to inner beauty when trying to determine a beautiful individual. This further confirms the superiority of the physical attributes of an individual in the determination of their level of beauty. The findings also highlight that that 44 out of the 60 respondents who responded to the questionnaire visit their beauticians once a week highlighting up to 73% of Nigerian women needing to keep their physical attributes in check including: skin, as well as body shape and weight management.

To further elaborate the concept of beauty and beautification the researcher asked for the impact of makeup and cosmetic surgery in the overall perception of beauty among Nigerian women. 48 out of the 60 respondents making up 80% of the population highlighted that an individual without make up or cosmetic surgery is not considered beautiful in Nigeria thereby highlighting that even children as young as 13years sometimes need make up to be considered beautiful. However while 9 respondents agreed that the correct age to start wearing makeup is between 13-16 years up to 40 respondents pointed out the right age start applying makeup is between 16 and 18years

4.3 Beauty in Nigeria

However while the women in Nigeria are currently impacted by the western ideals of beauty and beautification, the literature review highlights a different culture of beauty in Nigeria. The researcher went ahead to evaluate the concept of beauty in Nigeria through evaluating the impact of the countries culture in the determination of beauty standards. While 56 out of the 60 respondents making up 93% of the population highlight that the Nigerian Culture impact their view of beauty, the subsequent response to the follow up questions reflects other wise

First 49 out of 60 respondents confirmed that the beauty standards in Nigeria are not achievable while only 18.3% of the respondents accepted that they are actually achievable. This highlights that while most of the women in Nigeria might consider themselves beautiful based on the Nigerian cultural standards this may not be the case given the minimal chances of its achievement as highlighted by the confidence of only 11 out of the 60 respondents. Beauty standards in Nigeria can be attributed to the perception of the individual about what constitutes beauty within Nigeria. As such, the researcher determined the different body types that are considered beautiful in and promoted by the Nigerian culture. 48 out of the 60 respondents highlighted that the Nigerian Culture promotes a curvy body as opposed to 12 respondents who thought the countries culture promotes a thin body type. This highlights that both the Nigerian and western cultures focus on the external physical attributes of an individual in the determination of beauty. However while the western culture insists on slim and tall the Nigerian culture is more inclined to a curvy outlook of physical attributes to determine beauty standards. However, given the cultural factors in Nigeria including upbringing as highlighted in the Literature review, most women in Nigeria are heavy and well-built thereby satisfying the Nigerian cultural description of beauty. However not essentially fitting the western description of beauty, this would possibly explains the high number of Nigerian women who feel pressured to have cosmetic surgeries as highlighted in the findings. 54 of the 60 women respondents making up 90% of the population feel pressured to have cosmetic surgery in order to achieve the ideal Nigerian body type yet cosmetic surgeries are not supported by the Nigerian culture, which is basically traditional African culture. The figure below highlights responses concerning whether or not respondents felt pressured to be involved in cosmetic surgery.

45 out of the 60 respondents highlighted that the Nigerian culture does not support cosmetic surgery while the remaining 15% were of the view that cosmetic surgery is a medical procedure which is supported by all cultures regardless of the process taken up in its conduction. This highlights the basis that a majority of the Nigerian women’s view of beauty is not impacted by the Nigerian culture.

4.4 Impact of Western Beauty Ideals

Given the globalized contemporary world, Nigeria just like most other countries across the world has had their cultures influenced by the influx of other cultures in different disciplines and context. The context of beauty and beautification in Nigeria and its influence by the western culture was studied by the researcher through the evaluation of the extent with which cosmetic surgery and thin body shapes are acceptable among Nigerian women. Despite a majority of the respondents (85%) concurring that cosmetic surgery is not supported by the Nigerian culture, 48 out of 60 respondents making up 81% accept that they would consider cosmetic surgery given the chance at a procedure to enhance their bodies. Figure 3.6 highlights the response towards whether or not one would consider engaging in cosmetic surgery given the opportunity.

In fact up to 23 out of the 60 respondents making up 38% of the population confirmed that they have had cosmetic surgery before, highlighting the widespread general acceptance of cosmetic surgery among Nigerian Women. However, while the other 37 respondents had not had any procedure before each respondent was aware of at least one type of cosmetic surgery procedure. Based on the findings, body contouring and liposuction with 93% and 86% respectively are among the most common cosmetic surgery procedures among Nigerian women. Other common procedures include Microdermabrasion, chemical peel, facelift, lip filters, buttock enhancement, and rhinoplasty all of which were recognized by more than 50% of the population. The least popular procedures however include bone lengthening, laser skin resurfacing, and abdominoplasty all of which were recognized by less than 25% of the population.

The findings also highlight that a large percentage of women are more uncomfortable and unimpressed with their breast given its high rate concerning areas respondents would consider having cosmetic surgery on. Based on the findings 23% of the population would consider having surgery on their breasts while another 13% would consider the face for a cosmetic surgery. The eyes and the neck were the least popular places for cosmetic surgery drawing only 3 and 4 respondents out of the 60 respectively. However, a 41% of the respondents were confident according to the findings that they would consider cosmetic surgeries all across all the parts of their bodies citing image as a major reason for this.

According to the findings, 30 of the respondents representing 50% of the population pointed out that they would consider cosmetic surgery for self-improvement while another 18% pointed they would engage in it to be able to boost their confidence and appreciate their own beauty.

Given that a wide range of the Nigerian culture does not support cosmetic surgery and the predominant need for Nigerian women to engage in cosmetic surgery so as to be able to improve their physical quality and boost their confidence rather than corrective measures highlights the influence of Nigerian women perspectives and perception of beauty by the western ideals of thinness and cosmetic surgery.

Chapter 5: Discussion

A combination of the primary and secondary findings reveals a wide range of conclusions with regards to the perception of beauty and its standards within Nigeria. A wide range of the findings are in concurrence to the literature review highlighted in the second chapter and as such highlight the socio-cultural impact of the western beauty and beautification ideals on the lives of Nigerian women especially when it comes to cosmetic surgery.

5.1 Concept and Perception of Beauty and beautification

The concept of beauty has been regarded differently in different cultures and disciplines. While philosophers have repeatedly been at log heads with regards to the actual conception and perception of beauty a rather common ground that a wide range of descriptions agree on include the fact that physical attributes of an object are among the basic ideals that determine its beauty. This is consistent with the findings which highlight that both Nigerian and western cultures regard beauty with the physical attributes and shape of a women’s body. Based on the findings 61% of Nigerian women perceive a beautiful person as good looking this is especially outward beauty with perfectly developed physical structures given that 75% agreed to looking at outward beauty to recognize a beautiful person. This highlights the predominant reliance of physical qualities in the determination of beauty within the Nigerian culture Tatarkiewicz, (1972) and Peters (2014) both agree that based on classical conception, beauty, which is a primordial western perception of beauty, underscores a combination of core elements in a coherent form that forms a harmonized and symmetrical order particularly in its physical appearance highlighting that both cultures define beauty in an almost similar scale. Beautification just like in the western culture is also predominant in the Nigerian culture in highlighting another similarity. Simmons (1998) highlights that body markings and decorations including body paints, beads, and necklaces indicated a level of beauty in some traditional African cultures including some in Nigeria. This is similar to makeup in the western culture, which given the effects of globalization, has been adopted widely within Nigeria as a replacement of the traditional ways. Makeup is not only a symbol and expression of beauty, but also a prerequisite for beauty in the contemporary Nigerian society. 80% of the population is entirely convinced that without beautification techniques such as makeup and cosmetic surgery one cannot be considered beautiful in Nigeria 73% of Nigerian women visit their beauticians on a weekly basis highlighting an impact of the western ideals of beauty on Nigerian women. However, the concept and perception of beauty is different when it comes to the perception of the size of the woman. While in most western cultures as highlighted by Cohen et al. (2013) slim, tall and blonde are considered as the most favourable qualities of women, in African cultures and in Nigeria, heavy (fatter) women are considered more beautiful than their slimmer counterparts are. According to Simmons (1998), most Nigerian teenagers spent considerable amount of their time in ‘fattening room’ eating bowl of starchy food while staying mostly inactive in order to attain traditional qualities of beauty. In addition, these qualities were associated with woman hood and the ability to bare as many children given their purpose was significantly procreation in African culture. This is consistent with the findings, which highlighted that the culture promotes a curvy body shape in women as compared to a slim body.

5.2 Beauty in Nigeria

However given the Nigerian Lifestyle and cultural values, the attainment of a curvy body as required by the Nigerian culture is quite difficult. 81% of the population based on the findings believe that the current Nigerian beauty standards are not achievable in a natural course of events as such the alternative offered the western culture in cosmetic surgery has become a more acceptable practice within the Nigerian culture. This highlights another socio-cultural impact of western beauty ideals on Nigerian Women. Given their Upbringing as highlighted by Simmons (1998), most women in Nigeria are heavy and well-built thereby satisfying the Nigerian cultural description of beauty but do not look physically appealing when it comes to elements such as their breast, waist, face and other physical features highlighting a for improvement. In a bid to impact a better body structure therefore given the supremacy of physical attributes in the determination of beauty in the contemporary Nigerian society because of globalization and adaptation of the western ideals about beauty, Nigerian women have quickly adopted into cosmetic surgery. The findings highlight that regardless of the fact that cosmetic surgery is not supported by the Nigerian culture, a wide majority of Nigerian women feel pressured to undergo cosmetic surgery in order to achieve the ideal body type and fit the description of beauty within contemporary Nigeria. While 90% of the respondents admitted to feeling a pressure to undergo cosmetic surgery, another 81% admitted that they would in fact consider cosmetic surgery if they had the opportunity to have one. This further highlights the extent with which western culture has been able to affect the lives of women in Nigeria.

5.3 Impact of western beauty Ideals

The findings point out a significant infiltration of the western culture in the contemporary Nigerian beauty ideals and perception. While 85% of the Nigerian population believe that cosmetic surgery is not supported by the Nigerian culture, up to 30 of the respondents representing 50% of the population agreed to having been involved in cosmetic surgery and another 81% accept that they would consider cosmetic surgery given the chance at a procedure to enhance their bodies. This is consistent to the literature and highlights an increased adoption of the western beauty standards according to Balogun (2012) who acknowledges an increasing shift in Nigerian consideration of beautiful to accommodate the media and set qualities perceived to quantify beauty. He further highlights that recently, the move has been from bigger and rounder butts to thinner, taller, and lighter-skinned under the ‘western ideals’ in addition different sizes of breasts and buttocks have also been increasingly accepted as indicators of beauty inspiring the need for cosmetic surgery in their enhancement. This is further consistent with the findings, which highlight breasts among the more frequently preferred parts of the body for cosmetic surgery procedures. According to the findings up to 23% of the respondents agreed that they would consider cosmetic surgery on their breasts while another 13% pointed out their faces as a most preferred location for cosmetic surgery. Given the increased impact of physical appearance and characteristics in the determination of beauty for both western and Nigerian cultures, cosmetic surgery has been increasingly accepted among the women as an option for self-improvement and confidence building. In being able to adjust their body shapes and size to fit the description of the ideal woman, they can be able to match the western beauty standards and as such feel more confident in themselves than before. 50% of the population representing Nigerian women agreed that they would have cosmetic surgery purposely for self-improvement; another 18% highlighted boosting their confidence as the major reason for cosmetic surgery while only 32% insisted that they would only have cosmetic surgery for corrective measures. This highlights a majority of women having these surgery out of want rather than need thereby making it a potential impact of the influences of western beauty ideals that include perfect shaped body structures. The research further highlights a significant awareness of the Nigerian Women population about the most common procedures available for cosmetic surgery. More than 50% of the respondent interviewed confirmed awareness of more than five of the mentioned cosmetic surgery procedures highlighting an increased awareness of the western alternatives of beauty. De Santana Pinho (2010) held that women in Africa have looked more to the western cultures for qualities and factors perceived as core in definition of beauty despite apparent lack of universal form of beauty. As such penetration of social media, heightened peer pressure, and globalised information from western countries is seen as key contributing factors to this increase in the influence and adoption of the western ideals of beauty such as cosmetic surgery by the Nigerian Population.

Chapter 6: Conclusion

The findings and analysis reveals a number of truths concerning the Nigerian Contemporary society and their perception of beauty, it also significantly indicates the impact of western ideals of beauty to the lives of Nigerian women, especially with regards to involvement in cosmetic surgery. Among the conclusions drawn from the literature review and primary study, include: Both the western and Nigerian culture predominantly relies on external physical attributes, shapes and qualities in the perception and determination of beauty. While the western culture attributes physical qualities such as slimness, tallness and blondness to identify with a beautiful woman, Nigerian culture attribute beauty to women who are characteristically heavier (fatter) as such most women are well fed in their teenage years and left relatively inactive to enable the attainment of traditional beauty characteristics. Both western and Nigerian cultures subscribe to beautification using additions such as necklaces, paint and beads as well as make on to their skins to enhance beauty. This highlights the consideration of make up as a prerequisite of beauty in the contemporary Nigerian society. While the current make up used is entirely different from western countries and designs the concept has been easier to adopt in Nigeria given the Nigerian culture allowed body markings and additions as an aspect of beauty on women. The two cultures are different when it comes to the beautification aspect of cosmetic surgery. While Nigerian culture does not support cosmetic surgery, the practice has been increasingly adopted among women in Nigeria majorly for self-improvement and boosting of their self-confidence and esteem rather than for corrective measures and purposes for which it was developed for. This highlights an impact of western beauty ideals to Nigerian women looking to attain western beauty standards of perfectly shaped bodies and external physical body parts. Given the high knowledge regarding cosmetic surgery as a result of globalization and the availability of easier information sharing and accessibility, Women in Nigeria have significantly learned of the various procedures involved in cosmetic surgery and increasingly adopted it in enhancing their body to attain the ideal body type.

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