Myth of Breast in Thai Pretty and Beauty Business Institute

Abstract

Qualitative research was used to study the website usage of beauty business institutes constructing the meaning of breast and the myth of breast in  Thai pretty.

Data was drawn from websites of Lelux Hospital, Siam Laser Clinic (SLC), F Clinic, BB Clinic & Beauty Center, and Masterpiece Clinic. Data was also gathered by in-depth interview. Samples were six Thai pretty, half of whom had undergone breast augmentation, and the others not. Whether breast augmentation online advertising affected customer decisions to undergo surgery was examined.

Results were that online images, videos, and messages encouraged Thai pretty to consider breast augmentation surgery. Personal media was the main of communication, especially from friends who have already undergone the surgery. Online media also created a mythology surrounding mammaries. All samples agreed that beyond esthetics, augmented breasts may be a professional attribute, leading to increased income.