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Fashion and Beauty in the Time of Asia$
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S. Heijin Lee, Christina H. Moon, and Thuy Linh Nguyen Tu

Print publication date: 2019

Print ISBN-13: 9781479892150

Published to NYU Press Scholarship Online: January 2020

DOI: 10.18574/nyu/9781479892150.001.0001

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Beauty Regimens, Beauty Regimes

Beauty Regimens, Beauty Regimes

Korean Beauty on YouTube

(p.103) 4 Beauty Regimens, Beauty Regimes
Fashion and Beauty in the Time of Asia

Emily Raymundo

NYU Press

AsianAmerican beauty videos on YouTube uniquely intersect with both domestic racial and economic schemas and the vicissitudes of the global beauty market, making them a unique archive of the operations of global neoliberalism as it articulates through social media and raced and gendered ideas about beauty, makeup, and self-care. Reading a series of Korean and Korean American YouTube makeup tutorials and beauty videos, I argue that these videos reveal a map of connectivities between seemingly disparate global economic and social structures. In particular, they reveal how two striking features of global neoliberalism—the centralizing of women as a global labor and consumer force and the “globalization” of capital as marked by the rise of capitalism in Asia—converge to remap and remake race and gender as global biopolitical schemas.

Keywords:   social media, neoliberalism, globalization

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