Introduction: One of the remarkable characteristics of the modern industrial world is the extraordinary expansion of the various cosmetic surgery industry. The focus on the body and its alterations through different cosmetic procedures has gained popularity globally. While the cosmetic surgery industry is growing in popularity among both genders, women account for a significantly larger portion of its consumption compared to men. In the past few decades, the cosmetic surgery field has also gained popularity in Iran. Estimates indicate that Iran ranks as the thirteenth nation globally for cosmetic surgeries. The use of cosmetic products among women in the city of Yasuj has also become prevalent. Given the social and cultural structure of this city, studying this topic through a sociological lens is essential. Therefore, the present study aims to explore the reasons why women refer to beauty clinics for cosmetic procedures.
Method: This research was carried out within the scope of qualitative methodology, employing the thematic analysis method. The study involved 21 women from Yasuj city who had undergone cosmetic surgery at beauty clinics. The sampling method was purposive and continued until theoretical saturation was reached. Data were gathered through semi-structured in-depth interviews and subsequently analyzed through open, axial, and selective coding. Member review and analytical comparisons were utilized to guarantee the trustworthiness of the data.
Findings: Analysis of data resulted in the identification of 5 key categories as reasons for cosmetic surgery by women. Those are as follows. Social pressure and approval, rethinking of identity and the body, consumerism and body display, institutionalization of body management in society, and the medicalization of beauty. The core category was identified as convergence of structure and agent. The results revealed that the reasons for cosmetic surgery exist at three levels: micro (personal factors), meso (interpersonal relationships), and macro (socio-cultural influences).
Conclusion: Cosmetic surgery among women in Yasuj is the result of a complex interaction of individual and structural influences. At the micro level, feelings of social exclusion and inferiority; at the meso level, keep up with the Joneses, and advertising; and at the macro level, the institutionalization of body management, the medicalization of beauty, and cultural transformation play an important role in the performance of cosmetic surgeries. The findings indicate that cosmetic surgery, influenced by cultural and social transformations, has evolved into a complex phenomenon, necessitating concurrent consideration of both individual and structural factors for its understanding.