THE FACIAL YOGA PRACTICE AS A DUAL ASPECT OF AGEISM

Yıl 2023, Cilt: 7 Sayı: 4, 113 - 132, 29.12.2023

Burcu Kömürcü

Öz

In the twentieth century, medical and technological advancements led to a transformation in the demographic structure, resulting in increased life expectancy. Consequently, the elderly population also increased, leading to the emergence of social and economic problems. Issues such as the decrease in the workforce and inadequate economic resources have been brought to the fore, resulting in the development of prejudices and attitudes towards the elderly people. Such prejudices and attitudes have contributed to age discrimination, which has evolved from an outlook that views older individuals as an economic burden to an aesthetic concern whereby the standards of staying youthful and attractive are normalised. In other words, the scope of old age has expanded from being an economic burden to an aesthetic concern. With youth and beauty becoming universal standards, old age has become a category that needs to be erased. The beauty industry has transformed old age into a category that requires elimination, employing various techniques such as aesthetic treatments, surgical interventions, and skincare products to eradicate obvious signs of ageing. Today, a variety of alternative techniques that both conform to and challenge universal standards have emerged in the face of this sectoral expansion. One such alternative method that has gained a great deal of popularity in the last few years, especially on social media, is facial yoga. Facial yoga is a method to be practised daily to prevent sagging skin, without the need for surgical interventions or luxurious skincare items. The practice demands discipline and patience, and it appears to have surpassed the requirements of beauty standards owing to its affordability. However, while trying to erase the obvious signs of old ageing and reinforce the desire to stay young, it also becomes a part of the beauty standards that it has distanced itself from.

Anahtar Kelimeler

elderliness, ageism, facial yoga

YAŞÇILIĞIN İKİLİ GÖRÜNÜMÜ OLARAK YÜZ YOGASI PRATİĞİ

Öz

Yirminci yüzyılda tıbbın ve teknolojinin ilerlemesiyle demografik yapıda dönüşüm yaşanmış ve beklenen yaşam süresi artmıştır. Beklenen yaşam süresi arttıkça yaşlı nüfus da artmıştır. Bu demografik dönüşümün sonucunda sosyal ve ekonomik sorunlar açığa çıkmıştır. İş gücünün azalması ve ekonomik kaynakların yetersiz kalması gibi endişeler gündeme gelmiş ve yaşlı bireylere yönelik önyargı ve tutumlar geliştirilmiştir. Bu önyargı ve tutumlar, yaş ayrımcılığına yol açmıştır. Günümüzde yaş ayrımcılığı; yaşlı bireyleri ekonomik yük olarak gören bakış açısından genç ve güzel kalma kriterlerinin standartlaştığı estetik kaygıya dönüşmüştür. Diğer bir deyişle yaşlılık, ekonomik yükten estetik kaygılara doğru yelpaze genişletmiştir. Gençlik ve güzellik evrensel standartlara dönüştükçe; yaşlılık, izleri silinmesi gereken bir kategoriye dönüşmüştür. Güzellik sektörü, yaşlılığın belirgin izlerinden kurtulmaya yönelik estetik, cerrahi müdahale, bakım ürünleri gibi sayısız teknikle çözüm arayışına girerken yaşlılığı, izlerinin silinmesi gereken bir kategoriye dönüştürmüştür. Günümüzde bu sektörel büyümenin karşısında, evrensel standartların hem bir parçası hem de karşıtı olan alternatif teknikler geliştirilmiştir. Son yıllarda, özellikle sosyal medyada popüler hale gelen yüz yogası pratiği bu alternatif tekniklerin en göze çarpanlarındandır. Yüz yogası, cildin sarkmasını önlemek için kişinin her gün düzenli şekilde uygulaması gereken; disiplin ve sabır isteyen; cerrahi müdahale, pahalı cilt bakım ürünlerine ihtiyaç duymadan sıfır maliyetle yapılabilen bir tekniktir. Yüz yogası, maliyetsiz oluşundan ötürü güzellik standartlarının “olmazsa olmaz” şartlarını aşmış gözükmektedir. Ancak yaşlılığın belirgin izlerini silmeye ve genç kalma arzusunu pekiştirmeye çalışırken aynı zamanda mesafe aldığı güzellik standartlarının bir parçasına da dönüşmektedir.

Anahtar Kelimeler

yaşlılık, yaşçılık, yüz yogası

Kaynakça

• Åberg, E., Kukkonen, I., & Sarpila, O. (2020). From double to triple standards of ageing. Perceptions of physical appearance at the intersections of age, gender and class. Journal of Aging Studies, 55, 1-12. https://doi:10.1016/j.jaging.2020.100876
• Alam, M., Walter, A. J., Geisler, A., Roongpisuthipong, W., Sikorski, G., Tung, R., & Poon, E. (2018). Association of Facial Exercise With the Appearance of Aging. JAMA Dermatology, 154(3), 365. https://doi:10.1001/jamadermatol.2017.514
• Ananthsai, N.R., Harini, M., Naresh, V. Rajya Lakshmi, N.C. (2023). A Study on the Influence of Social Media on the Purchase of Skin Care Products, International Journal of Research Publication and Reviews, 4(10), 1118-1124. https://doi.org/10.55248/gengpi.4.1023.102619
• Andrews, A. F. (2023, May 24). A guide to face yoga for a healthy, sculpted glow, Vogue. https://www.vogue.com/article/what-is-face-yoga
• Angel, J.L., Settersten, R.A., (2013). The new realities of aging: Social and economic contexts. İçinde L. J. Waite, & T.J. Plewes (Edt.) National Research Council, Perspectives on the Future of the Sociology of Aging (ss. 95-119). Washington, DC: The National Research Council.
• Ayalon, L., & Tesch-Römer, C. (2018). Introduction to the section: Ageism concept and origins. İçinde L. Ayalon& C. Tesch-Römer (Edt.). Contemporary Perspectives on Ageism (ss. 1-10). https.//doi:10.1007/978-3-319-73820-8
• Barusch, A. S. (2013) The Aging Tsunami: Time for a New Metaphor?, Journal of Gerontological Social Work, 56(3), 181-184, https://doi: 10.1080/01634372.2013.787348
• Berry B. (2007). Beauty bias : discrimination and social power. Praeger.
• Berry, Bonnie (2008). The Power of Looks: Social Stratification of Physical Appearance. Aldershot, UK: Ashgate Publishing.
• Braun, M., Schwickert, M., Nielsen, A., Brunnhuber, S., Dobos, G., Musial, F., Lüdtke, R., & Michalsen, A. (2011). Effectiveness of traditional Chinese "gua sha" therapy in patients with chronic neck pain: a randomized controlled trial. Pain Medicine (Malden, Mass.), 12(3), 362–369. https://doi.org/10.1111/j.1526-4637.2011.01053.x
• Braveman, P., Egerter, S., & Williams, D. R. (2011). The Social Determinants of Health: Coming of Age. Annual Review of Public Health, 32(1), 381–398. https://doi:10.1146/annurev-publhealth-031210-101218
• Bugental, D. B., & Hehman, J. A. (2007). Ageism: A Review of Research and Policy Implications. Social Issues and Policy Review, 1(1), 173–216. https://doi:10.1111/j.1751-2409.2007.00007.x
• Burnstein, E., Crandall, C., & Kitayama, S. (1994). Some neo-Darwinian decision rules for altruism: Weighing cues for inclusive fitness as a function of the biological importance of the decision. Journal of Personality and Social Psychology, 67(5), 773–789. https://doi.org/10.1037/0022-3514.67.5.773
• Butler, R. N. (1969). Age-Ism: Another Form of Bigotry. The Gerontologist, 9, 243–246. https://doi:10.1093/geront/9.4_part_1.243
• Chasteen, A. L., & Cary, L. A. (2015). Age Stereotypes and Age Stigma: Connections to Research on Subjective Aging. Annual Review of Gerontology and Geriatrics, 35(1), 99–119. https://doi:10.1891/0198-8794.35.99
• Clarke, L. H., ve Griffin, M. (2008). Visible and invisible ageing: beauty work as a response to ageism. Ageing and Society, 28(05), 653–674. https://doi:10.1017/s0144686x07007003
• Davis, K. (1945). The World Demographic Transition. The Annals of the American Academy of Political and Social Science, 237, 1–11. http://www.jstor.org/stable/1025490
• Demir, G. (2023). Influencerlar günümüzün eşrafları olabilir mi?, Journal of Social Humanities and Administrative Sciences, 9(66), 3160-3170. https://dx.doi.org/10.29228/JOSHAS.70740
• Emile, M., d’ Arripe-Longueville, F., Cheval, B., Amato, M., & Chalabaev, A. (2015). An ego depletion account of aging stereotypes’ effects on health-related variables. The Journals of Gerontology Series B: Psychological Sciences and Social Sciences, 70(6), 876–885. https://doi:10.1093/geronb/gbu168
• Estrada, J. (2023, August 7). Can facial fitness exercises really tone the skin? Here's what experts have to say, DailyOM. https://www.dailyom.com/journal/can-facial-fitness-exercises-really-give-you-glowing-skin-here-s-what-experts-have-to-say/
• Etcoff, N. (1999). Survival of the prettiest: The science of beauty. Anchor Books/Doubleday. Goffman, E. (2014). Damga: Örselenmiş Kimliğin İdare Edilişi Üzerine Notlar. (Ş. Geniş, L. Ünsaldı, & S. Ağırnaslı, Çev.) Ankara: Heretik Yayınları.
• Greenberg, J., Pyszczynski, T., & Solomon, S. (1986). The causes and consequences of a need for self-esteem: A terror management theory. Içinde R. Baumeister (Edt.), Public self and private self (ss. 189–212). New York: Springer.
• Grondhuis, S. N., Jimmy, A., Teague, C., & Brunet, N. M. (2021). Having Difficulties Reading the Facial Expression of Older Individuals? Blame It on the Facial Muscles, Not the Wrinkles. Frontiers in Psychology, 12, 620768. https://doi.org/10.3389/fpsyg.2021.620768
• Hagestad, G. O., & Uhlenberg, P. (2005). The Social Separation of Old and Young: A Root of Ageism. Journal of Social Issues, 61(2), 343–360. https://doi:10.1111/j.1540-4560.2005.00409.x
• Hardy, M.& Skirbekk, V. (2013). Research Opportunities in the Demography of Aging. İçinde L. J. Waite, & T.J. Plewes (Edt.) National Research Council, Perspectives on the Future of the Sociology of Aging (ss. 120-150). Washington, DC: The National Research Council
• Kenalemang, L. M. (2021). Visual ageism and the subtle sexualisation of older celebrities in L'oréal's advert campaigns: a Muldimodal critical discourse analysis, Ageing&Society, 2122-2139. https://doi: 10.1017/S0144686X20002019
• Kuipers, G. (2015). Beauty and distinction? The evaluation of appearance and cultural capital in five European countries. Poetics, 53, 38–51. https://doi:10.1016/j.poetic.2015.10.001
• Kvåle, G., Murdoch, Z. (2022). Making sense of stigmatized organizations: Labelling contests and power dynamics in social evaluation processes. Journal of Bussiness Ethics, 178, 675–693. https://doi.org/10.1007/s10551-021-04810-7
• Lamont, R. A., Swift, H. J., & Abrams, D. (2015). A review and meta-analysis of age-based stereotype threat: Negative stereotypes, not facts, do the damage. Psychology and Aging, 30(1), 180–193. https://doi:10.1037/a0038586
• Learn How Facial Exercises Tone & Firm Your Face | Happy Face Yoga. (2020, February 11). In Happy Face Yoga. https://www.happyfaceyoga.com/how-face-exercises-work
• Levy, J. (2022, July 15). 7 Face Yoga exercises and their anti-aging benefits. In Dr. Axe. https://draxe.com/beauty/face-yoga-exercises/
• Levy, B.R., Slade, M.D., Chung, P.H., Gill, T.M. (2015). Resiliency over time of elders' age stereotypes after encountering stressful events. Journals of Gerontology: Psychological Sciences. 70(6), 886-90. https://doi: 10.1093/geronb/gbu082.
• Liu, M., & Chen, K. (2012). Gua Sha, an ancient technical management, for certain illness. Chinese Journal of Integrative Medicine, 19(1), 3–4. https://doi:10.1007/s11655-013-1326-
• Loos E., Ivan L., Fernandez-Ardevol M., Sourbati M., Ekström M., Wilinska M., Carlo, S. and Schiau, I. et al.(2017) Ageing well? A cross-country analysis of the way older people are visually represented on websites of organizations for older people. Journal of Comparative Research in Anthropology and Sociology, 63–83.
• Miller, D. W., Leyell, T. S., & Mazachek, J. (2004). Stereotypes of the Elderly in U.S. Television Commercials from the 1950s to the 1990s. The International Journal of Aging and Human Development, 58(4), 315–340. https://doi:10.2190/n1r6-7q5y-2n7q-8nm1
• Muzzatti, S. L., & Featherstone, R. (2007). Crosshairs on Our Backs: The Culture of Fear and the Production of the D.C. Sniper Story. Contemporary Justice Review, 10(1), 43–66. https://doi:10.1080/10282580601157547
• North, M. S., & Fiske, S. T. (2012). An inconvenienced youth? Ageism and its potential intergenerational roots. Psychological Bulletin, 138(5), 982–997. https://doi:10.1037/a0027843
• Pajer, N. (2023, April 10). 'Face Yoga' for beginners: how to do exercises that may smooth your skin, Huffpost, https://www.huffpost.com/entry/face-yoga-for-beginners_l_64133866e4b0bc5cb64efe2a
• Palmore, E. (2015). Ageism comes of age, Journals of Gerontology: Social Sciences, 70(6), 873-875. https://doi:10.1093/geronb/gbv079
• Peixoto Labre, M., & Walsh-Childers, K. (2003). Friendly Advice? Beauty Messages in Web Sites of Teen Magazines. Mass Communication and Society, 6(4), 379–396. https://doi:10.1207/s15327825mcs0604_3
• Schmader, T., Johns, M., Barquissau, M. (2004). The Costs of Accepting Gender Differences: The Role of Stereotype Endorsement in Women’s Experience in the Math Domain, Sex Roles 50, 835-850, https://doi.org/10.1023/B:SERS.0000029101.74557.a0
• Soto-Perez-de-Celis, E. (2020). Social media, ageism, and older adults during the COVID-19 pandemic. EClinicalMedicine, 29-30, https://doi:10.1016/j.eclinm.2020.100634
• United Nations (2022). World Population Prospects 2022: Summary of Results. Sales No.: E.22.XIII.3. United Nations Publication.
• Walker, C.E., Krumhuber, E.G., Dayan, S.H., & Furnham, A. (2019). Effects of social media use on desire for cosmetic surgery among young women. Current Psychology, 1-10. https://doi:10.1007/s12144-019-00282-1
• Wilson, D. M. (2019). Where are we now in relation to determining the prevalence of ageism in this era of escalating population ageing? Ageing Research Reviews. https://doi:10.1016/j.arr.2019.03.001
• World Health Organization. (2021). Ageing: Ageism. https://www.who.int/news-room/questions-and-answers/item/ageing-ageism