A sociological analysis of women's desire for sexual cosmetic surgery: An examination of social and cultural factors

Najjaran, Reyhaneh; Fouladiyan, Majid; Namayandeh Joorabchi, Toktam

doi:10.22035/jicr.2025.3363.3626

A sociological analysis of women's desire for sexual cosmetic surgery: An examination of social and cultural factors

Document Type : Scientific Research Manuscript

Authors

Reyhaneh Najjaran ¹

Majid Fouladiyan ²

Toktam Namayandeh Joorabchi ³

¹ B.A. in Sociology, Faculty of Literature and Humanities, University of Birjand, Birjand, Iran

² Associate Professor, Department of Social Science, Ferdowsi University of Mashhad, Mashhad, Iran

³ Post-Doctoral, Faculty of Education, The National University of Malaysia (UKM), Malaysia

10.22035/jicr.2025.3363.3626

Abstract

In recent years, sexual cosmetic surgeries have become a growing trend among Iranian women. This study aims to investigate the social and cultural factors influencing women's desire to undergo such surgeries in Iran and Mashhad. Using a qualitative method and grounded theory, semi-structured interviews were conducted with 26 women who had undergone these types of surgeries. The findings indicate that various factors such as family experiences, social comparison, the influence of reference groups (husbands, doctors, and friends), and media play a role in women's decision-making to undergo these surgeries. Secondary family experiences and experiences related to marital relationships are the primary contexts that create a sense of emptiness in sexual relationships. Women’s comparisons with others, especially with idealized images presented in the media, lead to reduced self-confidence and an increased desire for cosmetic surgery. Physicians, as reference groups, also play a significant role in these decisions, particularly through marketing and the use of advertisements in virtual spaces. Finally, the positive outcomes of sexual cosmetic surgeries include improved sexual relationship quality, increased marital satisfaction, and enhanced women's self-confidence. Overall, this study demonstrates that sexual cosmetic surgeries in Iranian society are influenced by a wide range of social and cultural factors that affect women's decisions to undergo these procedures.

Keywords

sense of emptiness

women's sexual cosmetic surgery

sexual relationship

grounded theory

Subjects

Cultural Studies

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