Beauty, capitalism and patriarchy perpetuate each other. Man's control shapes what women are supposed to look like which fuels an industry that preys on women's desire to be beautiful. And yet this capitalistic industry also uses beauty to target men that are in control. It's a vicious cycle. And because this cycle has been going on for so long, the lines between the control of each aspect are blurred. Women want to look pretty/skinny/etc because they want to look pretty/skinny/etc but WHY do they want to look that way? Men. Right? Or is it capitalism? Or does it have to do with anything? The bigger question, in my opinion, is WHAT is at the root of all of this? Is it patriarchy? Or is it beauty? (I'm going to assume it isn't capitalism because beauty and patriarchy have been around for much longer, however the patriarchal society could be what has kept it going essentially). Or is it some other factor that we're not even considering? According to She's The Man, men invented heels for women to be beautiful but women buy the shoes to look beautiful which benefits the capitalistic society. It goes round and round and round.
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