The social currency of beauty

Image by © Austin Malema

Beauty standards change over time, but beauty as a vehicle for economic change and a social currency remains true. Granted, using beauty for change has been limited to the standards of a particular region. 

If we look at the times of Jane Austen, beautiful daughters could “marry up” while their “plain” siblings had to take what they could get. A man could overlook humble origins in the face of a woman’s beauty, but may not for a woman who wasn’t attractive to him. 

In present-day film and TV, Emmarentia Dlamini of “The River” is a prime example of beauty as a social currency. Her origin story is that of a girl from small beginnings seeking rich men for her economic and social mobility. 

When she met the Dlamini-Dikana family, Lindiwe accused her of being a gold-digger, and rightfully so. Granted, while Emma grew to love Zolani, her initial intention was to marry her way out of poverty. 

Eventually, we learn of Emma’s horribly abusive mother, her drunkard father, and a series of unfortunate events that led to her becoming the “seductress” out to entrap a rich man. 

But what is it that makes “gold-digging” so bad?

Women of Jane Austen’s time were either not allowed to work or their labor was grossly undervalued. Even women from wealthy families couldn’t manage their own money.In the event there was no brother to handle their affairs, the nearest would be identified for the task. Even so, women ran the risk of being left destitute if their finances weren’t properly managed. Marriage was often the safest way to avoid poor circumstances.

Women’s rights may have improved for characters like Emmarentia Dlamini, but it is fair to say that escaping poverty as a young black woman in South Africa is equally dire. 

Viewers will recall that Lindiwe Dikana, the villain we love to hate, was once reduced to poverty when her beloved Lala, aka Zwelethu Dikana, discovered her murderous ways.. Sbuda, her longtime policeman and henchman, attempted to coerce a sexual favor from the once-diamond mine owner. 

He was unsuccessful, but the mere suggestion of sexual favors to escape poverty is vile and violent all the same. 

Beautiful people make the world go ‘round

In real life, beauty as a vehicle for social change and economic development is best seen in the pageant world. Do you have to be considered one of the most beautiful to compete? Yes. At the same time, there is an advancement of participating countries; pageants impact the zeitgeist of a nation. 

Take the 1970 Miss World pageant biopic, “Misbehaviour.” 

Where the women of the liberation movement protested and interrupted the pageant, the 1970 Miss World pageant was historic. This event marked the second time a Black woman won the most coveted crown in the pageant world. 

Miss Grenada, played by Gugu Mbatha-Raw, took first place in a competition that historically disregarded participants of color. Regardless of whether or not pageants are respected by all, they are a prime stage for beauty to change societal standards; Miss Grenada becoming queen interrupted the white supremacist standard of beauty in favor of diversity.

At the same pageant, Miss Africa South was established; this title was designated to a Black contestant to represent the oppressed peoples of Apartheid South Africa. 

As the world debated whether or not to legitimize the separatism of Apartheid, a Miss Africa South contestant became a literal manifestation of the moral degeneracy of the oppressive system. Miss Africa South wasn’t allowed to comment on Apartheid, but juxtaposing her against “Miss South Africa” was poignant, and it was her beauty that got her to that stage.

Beauty is defined as “A combination of qualities, such as shape, color, or form, that pleases the aesthetic senses, especially the sight.” This definition, however, it doesn’t describe how the currency of beauty is one of the most powerful currencies after Western fiat currencies. 

Can you buy beauty? Yes. I’m sure some of the most sought-after plastic surgeons in the world would tell us as much and point out examples if there was no chance of losing their medical licenses. Wars and revolutions have been fought over beautiful women loved by powerful men 

Remember Helen of Troy or Olivia Pope of “Scandal?” This is all to say that beauty is valuable; it merely takes astute strategy to reap its benefits.