Arts & Social Sciences
Te Kura Kete Aronui

Abstract

Halbert-Crowe, H.M. (1998). In the eye of the beholder: Māori women's perceptions of beauty/ataahua.

The purpose of this research was to explore eight Māori women's perceptions of beauty/ataahua and provide a forum for their voices to be heard. The study also explored the affect of the media, whanau, peers and school on the women's conceptualization of beauty/ataahua as well as the influence of western ideals of beauty. Potential change in beauty/ataahua standards for women across generations was reviewed as was attitude change within the lifespan. Māori ideals of beauty/ataahua were also discussed. The eight in-depth interviews are presented in case study form.

The women in this study perceived beauty as being associated with western standards of physical attractiveness, such as being thin, tall and fair. Ataahua was viewed as a holistic concept embodying inner qualities such as strength and caring. The women interviewed in this study placed greater importance on ataahua, even though they were aware of western ideals of beauty.

The women reported being influenced by media images of women based on western beauty ideals, though this influence had decreased in adulthood. Peer pressure and experiences of racism had also negatively impacted on the women's perceptions of beauty/ataahua, but family influences had counteracted much of this. The women also cited spirituality, Māoritanga, Māori peers, a Māori medium education and understanding women's issues as positive influences on their perceptions of beauty/ataahua.

Western ideals of beauty also impacted on how these Māori women perceived themselves. Involvement in beauty related industries, dieting, maintaining a fair complexion and wearing the latest fashions were all viewed as symptomatic of internalizing western beauty norms. The women reported that, although they knew other Māori women currently engaging in some of these practices, they themselves did not continue to do so. The women in this study were able to rise above western ideals of beauty and claim uniquely Māori ideals of beauty/ataahua as their own.