Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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What Promotes Adolescent Girls' Makeup in South Korea? Fashion Leadership, Social Support from Friends, and Self-Esteem

  • Sunwoo Kim (Research Institute of Human Ecology, Seoul National University) ;
  • Sujin Yang (Dept. of Consumer Science & Living Culture Industry, Sungshin Women's University)
  • Received : 2022.09.02
  • Accepted : 2022.12.23
  • Published : 2023.04.30
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Abstract

In South Korea, it has become popular for adolescent girls to wear makeup. From social perspectives on their makeup use, however, it remains controversial among parents, teachers, and even the girls. This study examined the status of adolescent girls' makeup usage, identified factors that influence their makeup use, and laid the groundwork for establishing a social consensus on makeup use among adolescent girls in South Korean society. Data from South Korean adolescent girls were collected and analyzed using MANOVA for repeated measures, confirmatory factor analysis, and structural equation modeling. Adolescent girls were found to wear less makeup at school than outside of school. Additionally, their makeup use was influenced by both positive (e.g., fashion leaders and social support from friends) and negative factors (e.g., low self-esteem). The findings of this study suggest that instead of strict bans against the use of makeup by girls, educational programs are needed to help adolescent girls grow up with healthy perspectives.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2020S1A5B5A16082557).

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