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Looking at the Dove Reverse Selfie Commercial through the lens of feminist criticism.

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Reverse Selfie: Social Media's Impact on Girls' Self-Esteem | Dove

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"Masculine hegemony is more specific than hegemony in that it describes gender and power inequities in ways that account for multiple masculinities and how hegemonic structures oppress all forms other than heterosexual masculinity (Connell, 1987)."(Sellnow 162).

This commercial is an example of how hegemonic structures oppress females and give them beauty standards they feel obligated to abide by.

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This is an extremely filtered and edited selfie of a young girl. She finds validation in this as it is seen she receives all kinds of compliments on how gorgeous she looks. This selfie is far from her natural self as she edited it with dozens of facial filters, blur effects, and enhanced makeup filters on top of all the makeup she had put on already. She felt that this was the only way to receive adoration from her friends and boys.

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"Both boys and girls learn that boys are supposed to be subjects in their worlds and girls are supposed to be objects who should look pretty and act only as supporters of male agents and male agendas," (Sellnow 168).

Due to this stigma that has been embedded in girls heads from a very young age, they feel the need to have to put on all this makeup and use all kinds of filters to appeal to boys and eventually men. Girls are filled with all kinds of insecurities in their adolescence and early teen years which translates for years to come. With these beauty standards and expectations that girls are supposed to always look pretty, it makes girls feels as though their natural, no makeup and unfiltered selves are not enough.

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Throughout this commercial, it reverses the process this pre-teen went through to curate this selfie. Here we can see how many filters she layered onto her picture to get it to the standard of "perfection" that is expected of girls.

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Here, the young girl is revising the selfie she took.

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The selfie in question is being taken here. Even the angle at which it is being taken at is known amongst women and girls as the best angle because it removes any notice of a double chin.

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At this point, we begin to see all the makeup and hair dos she did to herself in order to make herself look "appealing" to the male eye.

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Eyeliner being applied.

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Lip gloss being applied.

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Finally, we are left with the bare and natural beauty of this adolescence. No makeup, no filters, just her. As noted by her facial expression, she seems upset and sad by the reflection she sees in the mirror, which she has been made to believe is not beautiful enough.

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"These early third-wave feminists chose, for example, to define beauty for themselves as subjects rather than as objects of sexist patriarchy," (Selnow 166).

This entire commercial is an example of third-wave feminism. Dove always pushes and strives for breaking these beauty standards implemented by the hegemonic structures and old patriarchal ideals. In today's society, these pressures come from social media, where all girls see are people adding all kinds of filters and makeup and getting bombarded with compliments and adoration. This only creates a cyclical cycle which younger girls feel that this is what they must do to get that same attention and adoration.