PSYC

224A

WHY IT'S SO HARD TO BE PRETTY: THE IMPACT

OF EUROCENTRIC BEAUTY STANDARDS ON
FILIPINO ADOLESCENT IDENTITY

JOANNE CHUA KATRINA DELA CRUZ PRINCESS GODOY

CHANTAL TAYABAN ANTON YAP
 Why It's So Hard to Be Pretty: The
Impact of Eurocentric Beauty
Standards on Filipino Adolescent
Identity
Has it ever crossed your mind why Filipinas
Read the questions below and answer honestly which
have to do so much work just to be
option you consider prettier. Put a check on your answer.
considered pretty? Have YOU ever felt pretty
with your "just-woke-up" face? If you're one of
the people who just cringed at that thought, 1
then this is for you. Fair skin Morena skin

Freckles No freckles

3
Straight hair Curly hair

4
Pointed nose aka
Flat nose
“matangos”

Light colored eyes Brown/black eyes

If most of your answers are on the left, ask yourself if you

meet those standards? Don’t worry if your answer is no,
because that’s exactly the problem we’ll be discussing
below.

For years, Filipino adolescents have been hiding from the

sun, buying whitening products, and adoring artists with
flawless, fair skin. But why do we do it? --because
everyone else is doing it! Little did we know that we have
been damaging our collective and individual self-
esteem. It’s about time we brought Filipina beauty back.
 WHERE DID IT
BEGIN?
There is no singular, well-defined concept of the modern
Filipino. With the country’s long history of colonization - as a
colony of Spain for over three hundred years, subsequently
dominated by the U.S. politically and economically, and finally
occupied by the Japanese for three years - today’s Filipinos are
products of a mix of cultures (David & Okazaki, 2006). Changes
in religion, language, cultural practices, preferences, among
others, are just some effects of colonization. Another salient effect
is the internalization of the inferior perception, which may
include feelings of shame and resentment about oneself and
one’s culture (Cortez et. al, 2019). The term for this is colonial
mentality, which refers to a form of internalized oppression
among Filipinos and Filipino Americans (David & Okazaki, 2006).

Colonial mentality and the glorification of Western standards

are still present today, as evidenced in popular culture and social
media (Chun, 2012). Popular culture is the foundation of
present day society, setting the standards of what is considered
the ideal norm (Chun, 2012). Popular culture in the Philippines
dates back to the country’s colonial period, wherein the
Spaniards used their songs, art, and literary works to win the
hearts of the Filipino natives and promote the ideals of the
colonial regime (Lumbera, 1997). Today, popular culture and its
tinges of colonial mentality extend to and are informed by all
forms of media, including social media. Moreover, popular
culture dictates how different forces such as economic industries
should perform (Lumbera, 1997).
One such beauty standard that can be seen in Filipino culture is
represented by the Filipino skin whitening industry (Singson,
2015). This industry actively participates in traditional media and
social media, thus further perpetuating Western ideals in the
country (Chun, 2012). Colorism, or the preference for white skin, is
not only a move towards whiteness, but also an aspiration for East-
Asian looks that also generally involve fair skin (Glenn, 2009).
Content in viral Tiktok trends, popular Instagram posts, and most-
watched YouTube videos continuously glamorize Eurocentric
beauty standards, East-Asian preferences, and other features that are
basically non-Filipino. Due to rapid advancements in technology,
this kind of information is readily accessible and disseminated on
the internet (Roberts, Henriksen, & Foehr, 2004).

One active user group of the internet and social media are
Filipino adolescents (Shapiro & Margolin, 2014). Adolescents are in a
period of the most formative years of their lives, and are particularly
malleable as they seek to construct their identities. As it relates to
the Western beauty standards often espoused in the media due to
Filipinos’ colonial mentality, adolescents may be especially
susceptible to the influence of these standards. The following
points will focus on how predominantly Western beauty standards
brought on by colonial mentality affect the identity of these
adolescents.
 You didn’t just wake up one day and get influenced by Eurocentric

CONTEXTS .. .
D ID Y O U K N O W(WORKING LAYOUT beauty standards overnight. The people you interact with, the
information you consume, and even your education play a part in
the problem. There are multiple contexts in which we may consider
the Filipino adolescent’s familiarization with ideas of colonial
mentality and the act of social comparison.

1 2
FAMILY SCHOOL
As a collectivist society, Filipinos are greatly influenced More time is spent at school than at home during one's
by their family in terms of beliefs and ideals. Even from youth, demonstrating the powerful influence school has
an early age, Filipinos may receive messages from their on adolescents. In the Philippines, the primary mode of
parents about the assumed superiority of Western over instruction is English, which highlights how American
Filipino ideas or items (David et al., 2017). Moreover, the influence is ingrained in the school system (Alampay &
mindset that dark skin is inferior and undesirable has Garcia, 2019).
been passed on from generations (Bernos, 2015).

3 4
TRADITIONAL MEDIA SOCIAL MEDIA
Media has long influenced consumerism and what is Adolescents are extremely active in using social
seen and important, which has allowed limited media, through which information is readily
diversity in the industry. Colorism or the favor for white available (Roberts, Henriksen, & Foehr, 2004). Social
skin continues to grow through the amount of skin media is connected to pop culture, which sets
whitening products readily available in the market and social norms and trends. Adolescents develop a
the advertisements that continue to promote this sense of themselves through their relationships with
mentality (Bernos, 2015). In addition, social comparison
others via social media (Shapiro & Margolin, 2014).
theory suggests that adolescents look at media to
Given social media’s large role in today’s society, it is
learn about current standards of beauty, compare
an important context for adolescent development.
themselves to these ideals, and work to meet these
There are the dangers of pop culture content that
standards. In the process, they become dissatisfied
continuously glorifies Western standards (Roberts,
with their bodies and may start unhealthy behaviors
such as unhealthy eating. (Botta, 2013). Few Asian Henriksen, & Foehr, 2004). Also, adolescents have
women can be seen in films, while Caucasian women the tendency for extreme social comparison, which
are given the spotlight as the standard of beauty to be can negatively affect their identity development
achieved. This mentality of “white beauty” is also and self-esteem (Shapiro & Margolin, 2014).
rampant through fashion, print media, television
programs and films. (Renault, 2015).

5
PEERS
Adolescence is a period when children start to branch out
and spend more time with friends. Peers become the primary
source of social and emotional support for adolescents, who
simultaneously use their peers' opinions and feedback to
build their sense of self-concept. (Brechwald & Prinstein, 2011).
In terms of identity formation, the friend group provides an
important basis for self-definition. If most members of the
group constantly uphold and idealize Western values while
downplaying Filipino culture, this could influence the rest of
the members. There are instances when Filipinos experience
racial discrimination, which pushes them to adopt more
Western practices to fit in and receive better treatment
(Decena, 2014; Eisen et al., 2018).
 SOCIAL COMPARISON IN ACTION
Raya’s mom keeps on saying to her “Ang itim-itim mo na!”
because she always plays volleyball outside with her friends.
Raya became more self-conscious and started to buy
whitening soap and lotion.
An adolescent’s family and immediate social network can
greatly impact their self-perception or the way they see
themselves (David, 2011, as cited in Benigno, 2016). The
message coming from family or relatives can affect how an
individual views ideas or items, such as the preference of light
skin over dark skin. Research has shown that receiving these
kinds of messages from important figures, such as parents or
family members, is associated with developing colonial
mentality (David & Okazaki, 2006b, as cited in David et al.,
2017).

Leanna has a lot of internet friends who live abroad. They

keep sharing about their fitness routine and diet. Leanna
sometimes feels out of place, which is why she puts an effort
to follow her friends' routine and diet to be more like them.
To fit in, adolescents attempt to adopt Western practices and
distance themselves from the Filipino culture. Adolescents
highly value their peers' approval. Peer rejection and
friendliness are associated with subsequent depression,
behavior problems and academic difficulties (Steinberg, 2011).
In order to belong, they compare themselves to their peers. For
example, they may compare themselves in terms of physical
characteristics (e.g. weight, facial structure). Female
adolescents in particular report a more negative body image
after looking at stereotypically beautiful images (Shapiro &
Margolin, 2014). Adolescents as a group are prone to engaging
in social comparison, which can strongly impact their self-
esteem and identity development (Shapiro & Margolin, 2014).

Agnes loves watching western TV shows and following

foreign celebrities. She makes an effort to look like them by
buying the products that they endorse, as well as the make-
up and clothes that they wear.
Social media and traditional media are dominated by Western
pop culture (Chun, 2012). Many adolescents participate in
challenges and trends online to feel they belong. One feature
of many social networking sites and apps is the ability to like
or favorite posts. These “likes” are used by adolescents to
measure their peers’ approval of their online content
(Sherman, 2016). This quantifiable social endorsement can
influence “behavioral display”, wherein individuals can display
behaviors or attitudes that are considered socially desirable
(Sherman, 2016).
LET'S BRING BACK
FILIPINA BEAUTY
Now that you're aware of the problem, you can
be part of the solution. Here are some tips!

1. Expand your social circles

Engaging in multiple peer groups is essential not only to
increase one’s social status, but also to help adolescents
determine which groups they choose to identify with (Telzer
et al., 2018). Having inclusive peer groups has been found to
increase the quality of adolescent relationships by making
them less prone to blindly following negative stereotypes or
negative bias (Reyna, 2000). In addition, adolescents with a
higher sense of belonging report having less depressive
symptoms (Ueno, 2005), while peer discrimination decreases
self-esteem and increases depressive symptoms (Greene, Way
& Pahl, 2006).

2. Choose your friends wisely

Following Bandura’s Social Cognitive Theory (1986),
adolescents are likely to adopt the attitudes and behaviors of
the peers they value most. Whether you’re aware of it or not,
you are more likely to adhere to the common beliefs and
practices of your peers. Acting in alignment with the emotions 4. Use social media to express
and perceptions of their peers helps adolescents feel they
belong (Telzer et al., 2018). This may draw adolescents to
yourself and uplift others.
engage in risky behaviors, since they focus more on the Social media can be used to inspire. Using social
positive regard they receive from peers than on the negative media can help adolescents who are part of a
outcomes of their actions (Steinberg, 2008). It’s valid to feel minority connect with peers similar to them, allowing
pressure to conform to your peers, but remember that your them to express their identity (Shapiro & Margolin,
real friends will accept you for who you truly are. 2014). Make your voice heard. No matter how many
friends or followers you have, be mindful and
3. Exercise caution when using social media. promote what you’d like to see more of in the world -
be it equality, justice, self-acceptance, or authenticity.
Remember that what you see online may be heavily filtered,
The more voices there are on social media promoting
curated, and biased. It is important to exercise prudence in
positive messages, the more pleasant a place it will
your social media use. Comparing yourself to others may help
be for all.
in exploring your identity (Noon, 2018), but beware of
engaging in excess comparison. Early adolescence in
particular has been found to be an especially vulnerable time
for girls, who tend to display lower self-esteem, more negative
body image, and heavier media influence than boys (Polce-
Lynch et al., 2001). In more serious cases, technology-aided
social comparison and feedback-seeking may be associated
with depressive symptoms, especially among females and
teens with low popularity (Nesi & Prinstein, 2015). If you feel
your social media use may be negatively impacting your
mental health, consider reaching out to a trusted friend or
adult.
Some examples of groups, creators and movements
on social media advocating for unfiltered Filipina
beauty include:
1. The Morena Movement on Facebook, a group
that aims to empower Filipino women to
embrace their innate beauty and strength;
2. TV host Bianca Gonzalez, who recently released
an episode on her podcast Paano Ba ‘To called
“Hindi ‘Kawawa’ Ang Morena”;
3. The Twitter hashtag trend #MagandangMorenx
started by actress Asia Jackson.

5. Listen to your parents, but be aware

that they may have their biases too.
Though the family plays a large role in shaping Filipino
adolescents’ attitudes, values, and personality (Medina, 6. Discover and celebrate your many
1991, as cited in Garo-Santiago et al., 2009), remember positive qualities and talents.
that you can discern which values you incorporate. Beliefs
ingrained in a culture, such as those related to colonial There are many aspects to identity, apart from
mentality, can be passed down from generation to appearance. According to Susan Harter (2001), self-image
generation through familial and community socialization and self-esteem are rooted in eight areas, which, apart
(David & Okazaki, 2006a, 2006b, as cited in David & from physical attractiveness, also include athletic ability,
Okazaki, 2010). Your parents may not actually believe in academic ability, behavioral conduct, and close
certain beauty standards of their own accord, but may friendship. So, do you love playing soccer? Are you
have inherited them from their parents. Also, parents are fascinated by astronomy? Or perhaps you’re the one
actually more likely to be open to discussing these ideas among your friends who always remembers everyone’s
when they are aware that their children are being birthdays. Indulge in these interests and celebrate these
impacted (Hughes & Johnson, 2001). You can therefore unique traits that make you, you. There’s much more to
investigate these beliefs or discuss them with your you than the color of your skin. If all else fails, go outside
parents and, over time, choose which to accept and take and get active. Studies have found that engaging in
on yourself. physical activity is associated with improved self-image
and self-worth in both children and adolescents (Liu et
al., 2015).

F IN A L W O R D S
What can you take away from all this? To sum it up, many Filipinos have been conditioned to believe
certain traits - whether related to appearance, language, or lifestyle - are better than others. This is a
product of our colonial history and the colonial mentality many subsequently adopted. These messages
and content are present on social media, which Filipinos actively use. Filipino adolescents, in their age
of discovery and identity exploration, are particularly prone to internalizing these messages as they
navigate the different aspects of their lives, whether at school, at home, or with peers. Social media has
added a new dimension to the socialization of adolescents. While social media can increase the risk
and frequency of social comparison among teens, which may contribute to negative self-perception
and self-esteem, there are things you can do to offset these risks. The first step is awareness, which
you’ve hopefully gained through this article. By being mindful of your peer groups and interactions,
distinguishing your own beliefs from those of your family, being more critical of your media
consumption, and speaking up for what you believe in, you are contributing to slowly breaking the
adverse cycle of perceived cultural inferiority once and for all.
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