The Media as Mirror

Beauty ideals in media continue to shape how women see themselves, yet these ideals are neither fixed nor universally experienced. This thesis investigates how women from different generations experience and interpret beauty standards in media in relation to their self-image. In a media landscape increasingly driven by visual culture and digital connectivity, it is crucial to understand how generational position, life stage, and media context affect the internalization, negotiation, or rejection of dominant beauty norms. The study seeks to answer the central research question: "How do women from different generations experience and interpret beauty standards in media in relation to their self-image?" Using a qualitative, interpretative approach, the research is based on semi-structured interviews with 12 women from three generational groups: Generation Z (18-28), Millennials (29-44), and Baby Boomers (61-79). Six-phase Thematic analysis by Braun & Clarke (2012) was applied to the transcribed interviews, to help with coding, and to identify patterns across and within generational experiences. Two key themes emerged. First, exposure to beauty ideals highlighted generational differences in media use and ideal body types: younger women described algorithmically reinforced 'fit but thin' ideals shaped by platforms like Instagram and TikTok, while older participants referred more to traditional media and a slim, well-groomed ideal. Participants also noted that beauty ideals shift over time and are influenced by cultural representation. The second theme discussed how women negotiate beauty ideals. Across generations, participants reported engaging in comparison, both consciously and unconsciously, which often led to body dissatisfaction and changes in behavior. However, aging also brought greater self-acceptance: while older women expressed increased emotional distance and self-liberation, younger women were still navigating this process. The study also highlights that generational categories are fluid and socially constructed, with overlapping experiences that challenge fixed definitions of 'younger' and 'older' women. The findings show that while media beauty ideals remain influential, their impact varies by generation, shaping not only the standards themselves but how women interpret, negotiate, and challenge them in their everyday lives. Ultimately, this research offers insight into how women navigate the tension between social expectations and personal identity within an evolving media environment.