The problem of "Judging a Book by its Cover". About Lookism in Japanese Contemporary Society: definition, problematics, consequences.

This thesis explores the phenomenon of lookism in contemporary Japanese society. The term lookism originated in the United States during the 1970s and has since been used to describe the practice of judging others based on their appearance. Such judgments, rooted in a society's prevailing beauty standards, have tangible consequences, highlighting the significance of aesthetics at social, cultural, economic, and even political levels. The thesis begins with an analysis of the phenomenon, examining its origins and definition, before shifting focus to the case study of Japan. The discussion explores Japanese beauty standards, their evolution over time, and how these standards reflect the country’s historical dynamics. The media play a crucial role in perpetuating lookism, from television advertising to social media, legitimizing its influence in educational and professional contexts. The ultimate aim is to understand the negative consequences of lookism, such as the obsessive use of face masks or the growing prevalence of cosmetic surgery, alongside the positive responses it has sparked, such as the emergence of body positivity movements. The thesis also incorporates interviews with Japanese university students to gain insight into the individual perceptions of this collective phenomenon. By analyzing these perspectives, the study seeks to propose pathways for overcoming lookism in contemporary society.