Psychiatrist Prof. Dr. Nevzat Tarhan, explaining that a global propaganda glorifying beauty is being carried out and the understanding of 'if you are beautiful, you are valuable' is rapidly increasing, said, 'However, worth is not limited to physical appearance. Physical appearance plays perhaps one-tenth of a role in a person's value. The remaining part consists of a person's speech, posture, behavior, and the human qualities that distinguish them from other living beings.'
Psychiatrist Prof. Dr. Nevzat Tarhan noted that the perception of beauty has become one of the most effective arguments of the consumer economy, stating, 'Young people pay the highest price for this situation. Girls and boys, especially during adolescence, become victims of this system. If aesthetic value becomes the measure, the next step is depression...' Prof. Dr. Tarhan added, 'Turkey has been identified as the 7th in the world for aesthetic surgery rates. This is truly a striking situation. Because for a country that cannot enter the top 7 in many fields to be so high in aesthetics is something very contrary to our cultural values and cultural codes.'
Üsküdar University Founding Rector, Psychiatrist Prof. Dr. Nevzat Tarhan, evaluated the issue of beauty obsession.
Left brain is logical, while the right brain is dominant in emotional and aesthetic aspects…
Prof. Dr. Nevzat Tarhan stated that beauty anxiety has not only a psychological or social dimension but also a biological one, saying, 'From a biological perspective, the working mechanisms of male and female brains differ. The left hemisphere of the brain is mostly concerned with functions such as logic, reasoning, analysis, speech, and calculation; thus, it is defined as the masculine brain. The right hemisphere is associated with concepts such as emotion, excitement, music, art, and aesthetics; this is called the feminine brain. The left brain is logical, while the right brain has a dominant emotional and aesthetic aspect. This distinction is biologically and genetically based. The frontal lobe, the anterior region of the brain, balances the right and left brains, shaping an individual's behavior. These structural differences cause priorities and behavioral patterns to vary between women and men. While aesthetic perception and emotional evaluation may be more dominant in the female brain, logic and analytical thinking may stand out more in the male brain.'
The female brain is more prone to highlighting its physical appearance
Tarhan noted that a biologically based difference lies at the root of beauty perception, and the working mechanisms of male and female brains differ, stating, 'These differences also bring about a variation in the importance given to physical appearance according to gender. The female brain is more prone to highlighting its physical appearance. The psychological needs of women and men also differ. The primary psychological need of the male brain is to seek physical attractiveness in the opposite sex. The female brain, on the other hand, focuses on needs such as emotional closeness and alleviating loneliness. This difference is an algorithm programmed into human genetic makeup.'
To rapidly turn the wheels of the consumer economy, women, children, and young people are targeted…
Tarhan explained that women, children, and young people are targeted to rapidly turn the wheels of the consumer economy, and the understanding of hedonism and utilitarianism is prioritized over needs, saying, 'Capitalist culture has created a sacred through physical appearance. Certain molds, such as plump lips and slender waists for women, and tattoos and muscular bodies for men, have been idealized. While women are targeted through makeup and fashion, men also become part of consumption with status-symbol products.'
Young people pay the highest price!
Tarhan, explaining that a global propaganda glorifying beauty is being carried out and the understanding of 'if you are beautiful, you are valuable' is increasing, continued:
'However, worth is not limited to physical appearance. Physical appearance plays perhaps one-tenth of a role in a person's value. The remaining part consists of a person's speech, posture, behavior, and the human qualities that distinguish them from other living beings. But the capitalist system ignores these features, exaggerates only one aspect, and does this to earn more. This approach instrumentalizes and devalues human beings. Consequently, beauty has become one of the most effective arguments of the consumer economy. Young people pay the highest price for this situation. Girls and boys, especially during adolescence, become victims of this system. If aesthetic value becomes the measure, the next step is depression. This was a tendency inherent in human nature throughout history, but it has taken a pathological turn today. There is a disease known as dysmorphophobia, the fear of being ugly. While it was rare before, there has been a serious increase in the last 10-20 years. We are now encountering cases requiring clinical hospitalization. For example, some patients diagnosed with dysmorphophobia can cry for 1.5 hours in front of a mirror. They don't like themselves; they want to die. There are those who were saved by their families at the last minute and brought to the hospital. These patients are individuals who have placed the perception of beauty before reality and experience serious thought disorders.'
Case numbers for eating disorders are also increasing globally
Prof. Dr. Tarhan stated that a similar situation is experienced in eating disorders, saying, 'Even though a person has dropped to 29 kilograms, they still feel fat. They struggle to stand, cannot lift their head, and their menstruation stops. But despite this, they still perceive themselves as 150 kilograms in the mirror. Here, too, there are serious impairments in the brain's areas that process aesthetic perception and body image. These individuals are not imagining this; they truly feel this way. Because this is a disease. Of course, what is described here are extreme cases. However, the number of these cases is increasing globally.'
Shopping is done with the desire for appreciation and approval
Tarhan also noted that today, the understanding of 'I appear, therefore I am' prevails, and this period is referred to as the 'Polished Image Era' in literature and popular definitions, continuing:
'Today, the concept of image has transformed into a sacred value in the context of an individual branding and showcasing themselves. Humans want to be accepted in social relationships. Humans want to be appreciated, liked, and approved. Research has shown that when people shop, they don't just act based on profit-loss analysis. They shop with the desire for appreciation and approval. Sometimes they can spend large sums of money on things they don't need. The capitalist system has increased consumption by exploiting human weaknesses, taking more money from those who have it, and directing those without money to aesthetic surgeries by indebting them. According to a study conducted among university students in Turkey, 10% of students have had aesthetic surgery. Among the most common procedures are lip fillers, facial fillers, and breast augmentation operations. For men, the rate of getting tattoos is over 10%. This situation shows that the excessive glorification of physical appearance harms human relationships. As a result, superficial relationships become widespread. However, lasting and sustainable relationships arise from deep relationships. Physical appearance is like a walnut shell; it is packaging. But what is truly important is the essence, the content. That is a person's character, the beauty of their soul. Neglecting these beauties and sacralizing only physical appearance is a serious problem for humanity. A false reality is being constructed. This hyperreality, created to sell more products and increase consumption, operates through human weaknesses. This is called 'voluntary imperialism.' We have too many clothes in our closets even though we don't need them at all. All of this is a result of the sacralization of physical appearance.'
Self-admiration is confused with self-confidence
Prof. Dr. Nevzat Tarhan stated that consumer culture exploits fundamental human tendencies, continuing:
'However, for an individual to feel good about themselves, they need to be at peace with themselves in three basic areas: physical appearance, psychological structure, and social status. For this, a person must first establish healthy communication with themselves. However, our perceptions can be easily altered by environmental influences. Social media also directs these perceptions. There is a common mistake here: self-admiration is confused with self-confidence. Self-admiration is when a person admires themselves, constantly praises themselves, and fails to see their flaws. This is a characteristic of narcissism. Self-confidence, on the other hand, is when a person is aware of both their strengths and weaknesses but directs their life by focusing on their positive aspects. They also accept their deficiencies and love themselves as they are. This characteristic is not genetic but a socially learned skill. Family, environment, and upbringing are very important at this point. A self-confident person is at peace with their weight and physical appearance. The important thing is to be well-groomed, not to go to extremes. Exaggeration, in fact, is a type of lie. It is not real. We see that storefronts are full, but hearts are empty… External appearance is glorified, but in the background, there are fake smiles, fake friendships, fake relationships. This is why psychiatric cases, suicide rates, crime, and violence are increasing. Because people are being dragged into a lifestyle that does not align with their psychological nature.'
There is a difference between women and men in wanting to look physically beautiful
Prof. Dr. Nevzat Tarhan stated that there are some differences between women and men in terms of the urge to look physically beautiful, saying, 'These differences are also shaped culturally; individuals are coded in this sense by the culture they belong to. Especially in Northern European countries, a new transformation is being experienced in male-female relationships. There is a tendency for women to exhibit more masculine traits and men to exhibit more feminine traits. This situation is reflected in both clothing choices and physical appearance, along with increasing unisex trends globally.'
Prof. Dr. Tarhan stated that some feminist approaches can lead women to be more masculine because they see men as a threat or rival, saying, 'Women can reject feminine roles in order not to be oppressed. This, over time, turns into a behavior of de-emphasizing or neutralizing physical appearance. A serious cultural change is taking place, especially in Western culture, and more specifically in Northern Europe.'
American-style capitalism is influential in Turkey
Prof. Dr. Tarhan said, 'Turkey has been identified as the 7th in the world for aesthetic surgery rates. This is truly a striking situation. Because for a country that cannot enter the top 7 in many fields to be so high in aesthetics is something very contrary to our cultural values and cultural codes. At this point, it is possible to say that American-style capitalism is influential in Turkey.'
The female figure dressed like a man, acting like a man is highlighted
Prof. Dr. Tarhan pointed out that the understanding of 'Why is marriage necessary?' has become quite widespread in Northern European countries, stating, 'However, the emergence of women as strong and independent figures is not happening for the first time in history. As in the example of Amazon women, there have been periods throughout history when women organized among themselves to create a strong subculture. Today, a similar cultural transformation is taking place, and the Amazonian woman type is glorified in this transformation. The female figure who dresses like a man, acts like a man, and can give strong reactions when necessary is being highlighted.'
Propaganda is being carried out that you must look beautiful!
Prof. Dr. Tarhan noted that beauty standards are shaped by a certain direction today, stating, 'As a result of the hegemony of consumer brands, the urge to look beautiful is systematically encouraged. A propaganda is being carried out, almost saying 'you must look beautiful.''
Of excessive narcissistic investment in physical appearance
Prof. Dr. Tarhan also noted that the excessive narcissistic investment individuals make in their physical appearance makes them more vulnerable to criticism, adding that physical appearance is important, of course, but should not be placed at the center of life, because the body can change over time. Therefore, he recommended that individuals invest not in their physical appearance but in character development and values that will leave a mark in life.
Aesthetic procedures are spreading at the speed of an infectious disease
Prof. Dr. Tarhan also stated that aesthetic procedures are spreading rapidly, almost like an infectious disease, saying, 'Social media also has a provocative, triggering effect on this. The glorification of physical appearance to this extent negatively affects young girls, in particular. This is not unique to Turkey; it is a global process affecting the whole world. There is an imposition like 'you must be young, you must look beautiful, you must dress the best, you must live the best life.' For men, physical appearance is also important; they can also try to assert themselves with financial power or physical strength. Goals like being muscular, having 'six-pack abs' are glorified. Physical appearance becoming the measure of worth is the disease of this era. The understanding that what is beautiful is valuable and what is not beautiful is worthless is extremely misleading. A way of thinking has emerged where what is liked is right, and what is disliked is wrong. This also leads to an increase in mental illnesses. Everything in excess is harmful. Excessive love, excessive preoccupation with physical appearance, excessive talking… All are poisons. Therefore, establishing balance is very important. Balanced messages should also be given to children regarding physical appearance.' He concluded his words.