Presenting beauty contest based on appearance and moralty a representation of a changing society

VI ABSTRACT Our age has incorporated novel processes into its body having absorbed historical accumulations; modernisation and the re-shaping effect on life. With its unique structure modernisation seams social life to individualism and individualism to pragmatism. In sum, re-directs all to consumerism through a web of production relations. Thus, the massifying modernism, while in general facilitates life conditions and improves living standards, changes public value judgements which constitute the systematic human outlook on life. Aesthetics and ethics judgements are such value judgements. The new identities, roles and related meanings attached to the female candidates of the beauty contests justify this view. Local criteria have been replaced by the ones of mainstream culture, women have been assigned roles and as a result the value judgements of both men and women have been changed. Communication distracted from information exchange and re-directed to cultural transfers and consumption of cultures resulted in the birth of new media institutions which give a faster pace to such transformations. Beauty contests are the realisation of such exchange and the resultant transformation.