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The Beauty TradeYouth, Gender, and Fashion Globalization$
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Angela B. McCracken

Print publication date: 2014

Print ISBN-13: 9780199908066

Published to Oxford Scholarship Online: April 2014

DOI: 10.1093/acprof:oso/9780199908066.001.0001

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Different Brands of Beauty: Subcultures and the Global Virtual Economy

Different Brands of Beauty: Subcultures and the Global Virtual Economy

(p.136) Chapter 6 Different Brands of Beauty: Subcultures and the Global Virtual Economy
The Beauty Trade

Angela B. V. McCracken

Oxford University Press

This chapter further ties local and global beauty economies, extending from the local to the global virtual economy of beauty. The chapter focuses on the experiences and expressions of non-quinceañera beautification, or nonmainstream youth subcultures. Following these youth, this chapter explores how a diversity of youth subcultures is contesting the narrative of globalization as homogenizing beauty norms globally. The chapter shifts the focus away from the globalization of the mainstream “beauty pageant” variety of beauty to subculture or counter-cultural globalizations. While these youth do not subscribe to mainstream beauty standards and practices, their images of fashion are equally if not more globalized. These subcultures show how the global political economy of beauty and fashion actually facilitates increasing diversity on the ground, which in turn facilitates increased contestation of social norms. Still, even among subcultural groups, many hegemonic ideas about feminine appearances persist.

Keywords:   virtual economy, subcultures, globalization, gender

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