
Ok, so apparently I have this disease. It’s called wow-you’re-a-real-jerkitis, and its primary symptom is the inability to effectively use sarcasm. In other words, I don’t think anyone realized that my last post on this subject was practically dripping with sarcasm. I’m not really as chauvinistic, misogynistic, superficial, or judgemental as what I write suggests. Judging from the voluminous amounts of hate email I received, my reputation is already completely shattered, so might as well continue.........
In case you forgot, I was listing the 3 macro factors that a country must have in order to produce really really ridiculously good-looking women. Here’s number 2:
2.a pulchritudofiliac culture - yes, I just made up that word. It means “a culture that appreciates, promotes, and idealizes feminine beauty.” For a country to produce beautiful women, it has to wantto. This may seem obvious, but it underscores the fact that, by our modern definitions of beauty, it requires a lot of work. Working out, eating right, hair treatments, skin treatments, makeup, hair removal, teeth whitening, moisturizing, tanning, and I’m sure a whole slew of things I can’t even imagine. I’ll go out on a limb here and say that most of this does not come naturally to most women. These things (besides maybe the Brazilian bikini wax) aren’t hard-wired into our genes. Where do they come from then? A culture that raises its women with a certain standard of feminine beauty, and subsequently pressures them to fulfill it.
A perfect example is Venezuela. There’s no reason to believe that the genes of the Venezuelan people are any different (or superior) to those of neighboring nations. There’s nothing in the water, no magical homemade recipe that only they know. And yet this country has for years competed at the highest levels, becoming famous the world over for its pageant contestants. Venezuelan women have won the Miss Universe title 4 times in the past 50 years, a number far out of proportion to its tiny population, which is not much bigger than the population of metropolitan São Paulo.
So what’s their secret? Their secret is that they train these women practically from birth to be pageant contestants. It’s like a national sport, like Brazilians and soccer (interestingly and maybe coincidentally, the Venezuelan soccer team is widely considered the continent’s worst). If we can forget for a second the romantic notion of an innocent beauty, unaware of her charms, we come to the reality: the standards that our materialistic culture, the media, and advertising have established for women are so difficult to reach that they require extreme discipline and dedication. A culture that encourages women to pursue physical beauty just gives them a head start.
Here, once again, Brazil fits the bill perfectly. This is a media-obsessed society, almost to the extent of the American culture. TV is pervasive across all regions and economic levels, and advertising is world-class. The media serves as an important medium of communication, spreading information about the expectations of physical beauty far, fast, and often. There is an appreciation and idealization of women deeply embedded in the Brazilian culture, which I think comes partly from the Catholic adoration of the Virgin Mary (as a perfected woman/mother figure), and partly from the machismo transmitted here through the Portuguese culture from its Iberian roots. In summary, there are a variety of elements in Braziian culture and society that serve to encourage women to seek the standard of feminine beauty that they see around them and in the media.
3.money - going along with the above point (that modern definitions of beauty require a lot of effort) is the fact that a country requires a certain level of economic development before it can produce a lotof beautiful women. All those beauty products cost money, and until a country reaches the point that it can sustain a sizable middle class, the vast majority of the population will be stuck in back-breaking labor (not so good for that graceful posture).
In this respect Brazil has made great strides in the past century, and especially in the past couple decades since the end of the military dictatorship. I believe that the explosion of Brazilian models on the world stage can be attributed largely to this economic progress. An economy dominated by a small number of cash crops that depended entirely on foreign demand has given way to a diverse and vibrant economy with large-scale industrialization, high technology, world-class retail and advertising, and a wide variety of agricultural and mineral resources. Although the distribution of income and land is still extremely uneven, there has arisen a strong middle class of skilled professionals, middle-managers, small landowners, and the like. The money and time needed to pursue non-survival goals used to be limited to a select few in the upper class, but now is available to the growing masses of the middle.
So there you have it. Brazil has a large, extremely diverse population mixing and matching in all sorts of ways, a culture that glorifies feminine beauty, and a rapidly growing economy. Basically the perfect recipe for a generation of women that has taken the world by storm.


