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A Suntan: The Summer Fashion Accessory that just Won’t Fade Away!
Liane McDermott, John B. Lowe, Mike Emmison
Presenter: Liane J McDermott, Centre for Health Promotion & Cancer Prevention Research, Medical School, UQ
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While changing, the tanned "Aussie" appearance is still a valued image in Australian society. The belief that tanned skin enhances one’s physical attractiveness continues to be an entrenched societal value and a common primary motivator for voluntary sun exposure. In particular, suntan desirability has been found to be a barrier to adequate sun protection among adolescents.
This study aimed to determine socio-cultural factors which promote the desirability of tanned skin among female adolescents by investigating its representation in the print media and its eminence as a beauty standard. Content analysis was applied to determine the frequency and extent of tan levels of models/celebrities in ‘teen’ magazines Dolly and Girlfriend. Personal characteristics such as hair and eye colour, body type, clothing style and extent of skin exposed were also recorded to examine any stereotypic characteristics associated with a suntan. The magazines were further analysed for representations of sun protection. Focus group interviews were conducted to explore female adolescents’ perceptions of societal beauty standards (with a focus on skin colour) and their perceptions of socio-cultural factors that influence suntan desirability.
Results of the representation of tanned skin in the ‘teen’ magazines, together with stereotypic characteristics associated with a suntan will be presented. These results will be compared to the female adolescents’ perceptions of societal beauty standards and their discourses surrounding suntan desirability.
