![]() ![]() ![]() By creating dissatisfaction with the physical appearance, fashion and beauty industries directly address the woman from whom they demand to perfect her appearance in order to accept herself and be accepted by the society. In this paper special attention will be dedicated to female body which is the target of the consumer culture. The increase in the significance of the ritual of femininity, global fashion industry and beauty industry preserve the maintenance of acceptable gender relations. In accordance with that, the patriarchal discourse has been replaced by the beauty industry, fashion industry, woman's magazines and chick-lit that have become authorities for women. ![]() ![]() The patriarchal authority is confronted with the problem of preserving dominance in the time of global capitalism that liberates women from their prescribed roles and gives them a certain level of economic liberty. Relying on the Lacanian concept of the Symbolic as the source of patriarchal authority, Judith Butler presupposes that patriarchal power (Symbolic) in the last two decades has been confronted with feminism as its main political antagonist (2007). ![]()
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