Negotiating Beauty Standards in Guam: Western Influence and the Reconfiguration of Local Norms

As the world becomes increasingly interconnected with the continuous exchange of tangible goods and conceptual ideas, even the most subtle concepts are not immune to these global forces. Beauty standards, once rooted in the traditions unique to each culture, have become a “melting pot” shaped by transnational influences and global media, redefining how people across societies understand beauty (Jones, 2011). In contemporary societies, especially those that are home to a vast array of cultures, views of beauty are shaped by influences beyond their cultural or geographic boundaries. These shifts reflect broader social processes described by existing globalization theories, which illustrate how countries have become interdependent on one another.

Scholars argue that this process of social construction takes multiple forms, with global media serving as one of the primary vehicles through which beauty standards are defined. For example, mainstream media, often linked to social media platforms or television commercials, may particularly promote Western physical characteristics as beautiful, ideal, and aesthetically pleasing (Cosbert et al., 2021; Jones, 2011; McKay et al., 2018). However, while Eurocentric features like thinness, fair skin, and a specific facial or bodily structure may not resonate well with non-White societies and social groups with culturally specific physical features, globalization processes selectively reinforce these standards so that they become internalized (Xu et al., 2025; Madan et al., 2018; McKay et al., 2018; Mohamed et al., 2021).

Cultural hybridization theory, a lens central to globalization, provides a useful framework for understanding how beauty standards in a multicultural setting are socially constructed (Sahay, 1996). Driven by the constant movement of ideas and goods from one diverse place to another, cultural hybridization theory proposes that globalization processes result in neither a complete gain nor a passive loss (Amir et al., 2025); contemporary societies instead act as active recipients of these dispersed messages and represent a dynamic blend of preexisting and external influences. When applied to the individual formation of beauty standards for participants in Guam, cultural hybridization highlights how perceptions of their own appearance and that of others are shaped by hybridized, and sometimes competing, understandings of beauty.

The cultural hybridization of such social constructs suggests that these global ideals are not passively absorbed but actively negotiated alongside local definitions of beauty, which is a concept deeply rooted within the broader processes of globalization. The strength of one’s cultural identity, for instance, can act as a buffer against dominant beauty narratives by providing a grounded framework for evaluating others’ physical appearance. Researchers have explored this phenomenon through the racial matching effect, where people view facial features that resemble those from their racial or ethnic group as more attractive (Kamakura & Zubcevic-Basic, 2014); this effect is especially pronounced among individuals with stronger cultural attachment. Individuals who experience a stronger racial matching effect may, therefore, be less likely to abandon cultural understandings in favor of those promoted in mainstream media. Meanwhile, other scholars have found evidence that collectivist individuals who are increasingly interdependent with their culture are more likely to internalize imported ideals, as well as alter their appearances out of a desire for social acceptance (Madan et al., 2018). These contradictions illustrate the complex role of globalization in the formation of sociocultural identity.

Cultural hybridization is highly applicable to Guam, where the coexistence of Indigenous CHamoru customs and dominant United States influences create a unique environment for hybridized understandings of beauty. Guam has a distinct cultural atmosphere that has been historically shaped by Japanese, Spanish, and American influence, each introducing different standards of being to the island’s local population (Misco & Lee, 2012). Guam is now, and has long been, established as an unincorporated territory of the U.S., making its people particularly vulnerable to pervasive Western and Eurocentric cultural narratives. Individuals’ personal experiences with external norms result in varied interpretations of socially constructed concepts. Thus, this study explores how Western beauty standards involve an ongoing process of negotiating cultural identity, media engagement, and competing sociocultural influences within Guam’s hybridized environments.

Purpose of the Study

This research investigates the extent to which Western beauty ideals are internalized and how this process varies based on participants’ identification with their cultural heritage, level of media engagement, and endorsement of Eurocentric beauty aesthetics. By focusing on Guam’s unique cultural setting, which is largely shaped by Indigenous traditions and American influences, this study aims to deepen understandings of how local and global forces interact within diverse contemporary societies.

Theoretical Framework

The globalization theory provides the foundational framework for this study, offering a relevant perspective on how multicultural societies navigate norms, values, and beliefs that transcend geographical boundaries. Within this framework, Western beauty ideals are distributed through both historical processes of colonialism and the contemporary domination of global media platforms. The cultural hybridization angle further refines this perspective by emphasizing culturally specific negotiations between Indigenous values and external influences. This theoretical lens is especially relevant to this study, as Guam’s population continues to experience the direct effects of these intersecting forces within a globalized world.

Research Questions

R1: To what extent does cultural identity predict Western beauty internalization among Guam-based participants?

R2: To what extent does engagement with U.S. media predict Western beauty internalization among Guam-based participants?

Hypotheses

H1: A stronger cultural identity will predict a lower internalization of Western beauty standards.

H2: A greater engagement with U.S. media will predict a higher internalization of Western beauty standards.

Methods

Participants and Sampling

A quantitative survey design was adopted for the study. The sample for the study comprised 46 Guam residents over the age of 18. The study invited participants who were 18 years old or older, living in Guam, and able to freely provide their informed consent to participate in the study. The sampling technique relied primarily on nonprobability convenience sampling, through which the researcher distributed a clickable Google Forms link to eligible individuals through WhatsApp Messenger. Participants were also recruited through snowball sampling, where existing subjects recruited future subjects from their own social networks.

Data Collection Procedure

Participants who met the inclusion criteria were provided with a clickable link to an online survey administered through Google Forms. The researcher ensured no identifiable information about participants was collected when opening the link. Upon accessing the survey, participants were directed to a cover letter clearly describing the nature, purpose, and procedure of the study. This was followed by an informed consent form, which all participants thoroughly reviewed and voluntarily agreed to before proceeding. Identities remained anonymous through this process. The survey began with a four-item demographics form collecting participants’ gender, age, ethnicity/race, and educational level. It then employed a series of five-point Likert scale items, whose answer options ranged from 1 = Strongly Disagree to 5 = Strongly Agree to measure participants’ cultural identity, U.S. media engagement, and internalization of beauty standards. However, three items within the U.S. media engagement scale used frequency-based response options to capture descriptive information regarding participants’ media consumption and engagement patterns. Upon completion, participants were shown a debriefing statement explaining the purpose of the study in greater detail and providing the contact information for helpful mental health resources, though the risks associated with the study were highly unlikely. The survey took approximately five to 10 minutes to complete.

Measures and Instruments

Data were collected using a self-report survey questionnaire designed to examine how participants’ internalization of Western beauty standards was influenced by their cultural identity and level of engagement with U.S. media. The survey was organized into multiple sections, beginning with a cover letter, informed consent form, and demographic questions, followed by measures assessing the study’s independent variables, dependent variables, and an additional supplementary variable capturing participants’ negotiation of local and Western ideals. The demographics form captured the participants’ age, gender, ethnicity, and highest educational level completed. The remaining survey responses were measured using five-point Likert scales or frequency-based response options to capture individual experiences.

Cultural identity, the study’s first independent variable, was operationalized through Likert-scale items that measured participants’ attachment to their Indigenous cultural values, practices, and the extent to which their values influenced their everyday behaviors. Statements in this section focused on cultural pride, engagement with cultural practices, and identification with the participant’s respective culture. Composite scores for the Likert-scale items were calculated for each participant using the response mean to consolidate their multiple data points into a single metric. Higher composite scores indicated a higher level of cultural identity.

Engagement with U.S.-based media, the study’s second independent variable, was operationalized through self-reported frequency of U.S. media engagement, which includes the active liking, commenting, and sharing of media, and self-reported intensity of exposure to media based in the U.S. Frequency-based items measured participants’ levels of interactions with U.S. media in the past 7 days, including films, major news networks, podcasts, social media, and print media. The frequency scale responses were measured as follows: 1 = Never, 2 = Rarely, 3 = Sometimes, 4 = Often, and 5 = Always. Higher scores indicated a higher level of participant engagement. In the remaining survey items under this scale, participants reported their engagement through Likert-scale responses that captured how actively they respond to media content. Measuring this variable allowed for the assessment of their level of interaction with dominant Western cultural narratives. Composite scores for the Likert-scale items were calculated for each participant using the response mean to consolidate their multiple data points into a single metric. Higher composite scores indicated a higher level of media engagement.

The internalization of Western beauty standards, the study’s dependent variable, was operationalized through Likert-scale items that measured participants’ attitudes on attractiveness and their agreement with beauty ideals commonly associated with Western culture. Statements in this section evaluated their preferences related to body type, skin tone, and other definitions of Western-influenced physical attractiveness, such as youthfulness. Composite scores for the Likert-scale items were calculated for each participant using the response mean to consolidate their multiple data points into a single metric. Higher composite scores indicated a higher level of cultural identity. Participants also reported the extent to which they felt pressured to alter their appearances to conform to these standards and the extent to which they believed these features defined a person’s attractiveness. Higher composite scores indicated a higher level of internalization.

In addition to these variables, the survey included a supplementary Likert-scale-based section to measure participants’ negotiation between local beauty ideals and Western beliefs about attractiveness. This supplementary variable primarily functioned as a correlational factor to better understand how participants develop their attitudes about themselves and others, given the competing value systems unique to the island of Guam. Responses in this section helped to explore whether local cultural values moderated or buffered the internalization of Western beauty standards. Using this construct helped illustrate the cultural hybridization theory as an embedded part of participants’ everyday lives. Composite scores for the Likert-scale items were calculated for each participant using the response mean to consolidate their multiple data points into a single metric. Higher composite scores indicated a greater extent to which participants actively negotiated competing local and Western norms, reflecting a stronger buffering process against internalization.

Survey items were informed by various scholarly discussions on globalization, cultural hybridization, cultural identity, media engagement, and identity formation. To ensure the issue is appropriate for the sample of this study, literature was also used to tailor these global processes to the unique sociocultural context of Guam, given the island’s multilayered standards of beauty existing within it. To further ensure the relevance of the survey instrument, the questionnaire items were thoroughly reviewed by the researcher and their mentor to determine whether they provide a comprehensive quantitative assessment of the study’s variables.

Secondary Data

In addition to primary survey data, secondary qualitative data sources were utilized to supplement the study’s quantitative findings. The scholarly data incorporated consisted of relevant discussions of globalization, cultural hybridization, cultural identity, media engagement, and identity formation to contextualize the relationship between the independent and dependent variables. Particular emphasis was given to theoretical frameworks and empirical studies that explored the experiences of individuals in postcolonial and multicultural societies. By integrating these secondary sources, the study strengthened its analytical discussion and positioned Guam within broader social phenomena existing in contemporary global societies.

Ethical Considerations

Ethical dimensions of this research study were thoroughly considered during the data collection process. Necessary measures were taken to ensure that no research participants felt harmed, embarrassed, threatened, deceived, or invaded in their privacy (Ames, n.d.).

For Primary Data

Throughout the data collection and analysis process, the researcher ensured to uphold ethical principles regarding informed consent, anonymity, risk minimization, data storage, and cultural sensitivity. All participants were provided with a cover letter detailing the true nature, purpose, and procedure of the study. This ensured that they understood what data was being collected, why the data was being collected, and how the data would be analyzed and used. All participants then voluntarily provided their informed consent to participate if they so choose and were made aware of their freedom to withdraw from the study without a loss of benefits.

The survey did not collect any identifying information from participants, except for their general demographic information (Ames, n.d.). Any names and other identifying information used in their responses were removed in the reports of the study, and no information was provided to external persons or organizations without the participant’s consent (Ames, n.d.). All data were kept in a password-protected file on a password-protected device that only the researcher had access to. All data were removed immediately after the study was completed.

All participants were informed that risks were minimal and that the potential benefits included their contribution to a deepened understanding of the research topic. Appropriate community resources, such as the University of Guam’s Office of Research and Sponsored Programs and local health services, were also provided to participants in the unlikely event of mental distress.

Lastly, the researcher approached the data collection and analysis processes with a heightened sense of cultural sensitivity. The sample of interest demanded a strict ability to recognize, respect, and adapt to the culturally diverse perspectives captured in the study, overall ensuring a trusting and non-discriminatory research environment.

For Existing Data

The study adhered to all ethical guidelines concerning existing data. Secondary data, such as data that has already been obtained by another person or group, was not used without giving proper credit. Direct or verbatim quotations credited the author’s name, year of publication, and the corresponding page number or section to which the quote belongs. Summarized findings from existing data were referenced with the author’s name and year of publication. Data sources from public archives were properly cited according to when, where, and how they were retrieved. All citations were properly formatted throughout the study, each matching their full citation entries in the References page, according to the APA 7th edition guidelines. No secondary data was fabricated or manipulated in any way, aside from the ethical removal of identity markers.

For Responsibility to Society

The researcher ensured that the study was conducted with integrity and transparency, with careful attention to participant anonymity, data confidentiality, data storage, and accurate reporting of findings. The study aimed to minimize potential harm and contribute meaningfully to existing knowledge about the identified phenomenon while maintaining respect for each participant’s welfare and broader societal implications (Resnik, 2020).

Data Analysis

The study’s data analysis process employed a multiple linear regression model using the IBM SPSS Statistics statistical software to examine how well cultural identity and engagement with U.S. media predict the internalization of Western beauty standards among adult participants in Guam. The multiple linear regression model was selected as the primary data analysis technique, as it allowed for the quantitative assessment of a linear relationship between two or more independent (predictor) variables and a single dependent variable. In this analysis, cultural identity and engagement with U.S. media served as the two predictors, while influence on beauty standards served as the dependent variable. Composite scores were created for each construct by averaging the scores across its respective survey items. Using the average scores ensured that the input composite scores were kept in the same unit as the original scale, as survey items presented response options using the five-point Likert scale. A correlational analysis model was further used, though very minimally, to reveal any significant patterns involving the study’s supplementary variable. This approach overall allowed the study to determine the linear direction and statistical significance of each predictor, or independent variable, while carefully controlling for confounding variables. The true and unique relationship of the predictors and dependent variable was isolated, providing a clearer understanding of how cultural identity and U.S. media engagement shape contemporary understandings of attractiveness through a controlled mathematical model. Secondary data sources were used to supplement the primary findings of the survey instrument as necessary.

Results

Preliminary Analyses

Descriptive Statistics

A total of 46 participants, 26 females (56.5%) and 20 males (43.5%), were included in the dataset. Participants were categorically grouped by age range, with most participants falling within the 18–24 age group (21.7%), followed by smaller distributions across other age range categories. The sample included a diverse range of ethnic backgrounds, with participants identifying as CHamoru (65.2%), Part CHamoru/Part Other Ethnicity (17.4%), Filipino (15.2%), and Chuukese (2.2%). Participant responses also varied in the highest level of education completed, ranging from high school incompletion to formal obtainment of a Master’s degree. The majority of participants completed two years of college or more, including the obtainment of an Associate’s degree or equivalent.

Cultural Identity (IV 1). Participants self-reported their cultural identity through a series of five-point Likert scale items that measured the extent to which they felt pride in and identified with their cultural heritage, with higher scores indicating a stronger sense of cultural identity. Composite scores ranged from 1.83 to 5.00, with 1.83 indicating low cultural identity and 5.00 indicating high cultural identity. On average, participants demonstrated a high level of cultural identity [(M = 4.08, SD = 0.76)].

U.S. Media Engagement (IV 2). Participants self-reported their engagement with U.S. media through frequency-based survey items assessing the regularity of media engagement in the past week [(M = 3.54, SD = 1.15)], alongside a series of five-point Likert scale items that measured the extent to which they were active recipients of the media they consumed in the past week, with higher scores indicating a higher level of engagement. Composite scores ranged from 1.25 to 4.67, with 1.25 indicating low media engagement and 4.67 indicating high media engagement. On average, participants demonstrated a low level of media engagement [(M = 2.50, SD = 0.75)].

Internalization of Western Beauty Standards (DV). Participants self-reported their internalization of Western beauty standards through a series of five-point Likert scale items that measured the extent to which their attitudes of attractiveness and agreement with Eurocentric beauty ideals reflected Western culture, with higher scores indicating a higher level of internalization. Composite scores ranged from 1.00 to 5.00, with 1.00 indicating lesser internalization and 4.67 indicating greater internalization. On average, participants demonstrated a low level of internalization of Western beauty standards [(M = 2.50, SD = 0.75)].

Cultural Negotiation (Supplementary Variable). As a supplementary measure, participants self-reported their negotiation processes of local tradition and Western ideals through a series of five-point Likert scale items. This scale assessed the extent to which participants actively balanced their traditional cultural ideals in shaping their understandings of beauty, with higher scores indicating a stronger capacity for multicultural negotiation. Composite scores ranged from 2.83 to 5.00, with 2.83 indicating a lower capacity for negotiation and 5.00 indicating a higher capacity for negotiation. On average, participants demonstrated a generally low capacity in this area [(M = 3.92, SD = 0.64)].

Correlations Matrix

Pearson’s correlation analyses, using Pearson’s r, were conducted to analyze the strength of the linear relationships among cultural identity, U.S. media engagement, internalization of Western beauty standards, and the supplementary variable of cultural negotiation. Means and standard deviations are presented in Table 1. Bivariate correlations are presented in Table 2.

Table 1.

Descriptive Statistics for Cultural Identity, U.S. Media Engagement, Western Internalization, and Cultural Negotiation

Table 2.

Pearson Correlation Matrix for Cultural Identity, U.S. Media Engagement, Western Internalization, and Cultural Negotiation

Cultural Identity and Internalization. Cultural identity demonstrated a weak positive relationship with the internalization of Western beauty standards [(r(44) = 0.290, p = 0.51)]. Results indicate that as cultural identity increases, there is a slight tendency for increased internalization; however, this relationship is not strong enough to affirm that a true relationship exists between the two variables.

U.S. Media Engagement and Internalization. Engagement with U.S. media demonstrated a statistically significant, moderately positive correlation with the internalization of Western beauty standards [(r(44) = 0.565, p = < 0.001)], indicating that greater levels of engagement were associated with greater levels of internalization. This relationship strongly suggests that participants who were more frequently engaged with U.S. media content were more likely to report stronger acceptance of Western beauty ideals.

Cultural Negotiation and Internalization. Cultural negotiation was significantly positively correlated with a stronger cultural identity [(r(44) = 0.327, p = 0.027)], meaning that participants who felt more attached to their culture also reported a greater capacity for negotiating between traditional and Western cultural attitudes of attractiveness. Contrastingly, cultural negotiation was not significantly correlated with U.S. media engagement [(r(44) = 0.168, p = 0.265)] or internalization of Western beauty standards [(r(44) = 0.083, p = 0.583)].

Assumption Checks

Linearity. Scatterplots indicated generally linear relationships between the primary independent variables and the dependent variable.

Figure 1.

Scatterplot of Cultural Identity Scores and Western Internalization Scores

Figure 2.

Scatterplot of U.S. Media Engagement Scores and Western Internalization Scores

Normality Assumptions. Prior to conducting the multiple linear regression analysis, normality assumptions for all variables were assessed using the Shapiro-Wilk test (see Table 3). The normality test indicated a statistical significance for cultural identity scores (p = 0.009), meaning that the data deviated substantially from a normal distribution and, therefore, did not meet the assumption of normality. The Shapiro-Wilk test further indicated that U.S. media engagement scores (p = 0.381) and internalization scores (p = 0.151) were statistically nonsignificant, meaning that their distributions did not substantially deviate from normality. Further normality tests were performed using Q-Q plots (see Figure 3). Despite two of the three primary variables meeting the assumption, results for the regression analysis should be interpreted with caution due to a violation detected in cultural identity scores.

Table 3.

Shapiro-Wilk Test of Normality

Figure 3.

Q-Q Plots Tests of Normality

Multiple Linear Regression Analysis

Model Fit

A multiple linear regression analysis was conducted to examine whether cultural identity and U.S. media engagement predicted participants’ self-reported internalization of Western beauty standards (see Table 4). The overall regression model was statistically significant [F (2, 43) = 10.887, p = < 0.001], explaining 33.6% of variance in participants’ internalization [R² = 0.336, Adjusted R² = 0.305] (see Table 5).

Table 4.

Model Summary for Regression Model

Table 5.

ANOVA Table for Linear Regression

Predictors

Multiple linear regression results indicated several findings on the relationships between the independent predictor variables and the dependent variable (see Table 6). Cultural identity was a statistically nonsignificant negative predictor of internalization of Western beauty standards [(B = 0.177, β = .137, t = 0.19, p < 0.05 / p = 0.296)], meaning that the stronger a participant’s cultural identity was, the less likely they were to internalize Western beauty standards, and vice versa. However, a statistical nonsignificance indicated that the model did not detect any true effect, given the data from the sample. Contrastingly, U.S. media engagement was a statistically significant positive predictor of internalization of Western beauty standards [(B = 0.684, β = 0.0.525, t = 4.04, p = < .001)]. This suggests that the model detected a true and nonrandom association between media engagement and internalization, given the data from the sample.

Table 6.

Coefficients Table for Multiple Linear Regression Results

The multiple linear regression findings indicate that, although the overall combined model was statistically significant, participants’ engagement with U.S. media acted as a facilitating factor in this effect, whereas their cultural identity did not show a statistically significant contribution.

Supplementary Findings

As a supplementary variable, cultural negotiation had a significant positive correlation with cultural identity, suggesting that participants with a strong cultural identity also had a greater capacity to negotiate how receptive they would be to both local cultural views of beauty and Western understandings of beauty. Cultural negotiation was not significantly correlated with U.S. media engagement or the internalization of Western beauty standards. While this was only treated as an exploratory component and was not included in the primary regression model, these findings suggest that cultural negotiation may function as a relevant factor in understanding broader processes of sociocultural identity in Guam. Also, it should be noted that these relationships are entirely correlational and do not imply causation.

Discussion

The primary purpose of this study was to examine the extent to which cultural identity and engagement with U.S. media predicted participants’ internalization of Western beauty standards. Guam’s unique sociocultural environment, having been influenced by a history of colonial influence and the widespread use of globalized media, presents a distinct context in which participants must actively select which socially constructed ideals to embrace. As with all social constructs, beauty standards emerge from cultural perceptions of body shape, skin, facial structure, and other physical features socially defined as desirable. These often function as benchmarks for social evaluation, acceptance, and belonging, making the issue highly sociological in nature (Paudel et al., 2025). Beauty standards may become especially challenging to negotiate when multiple cultural frameworks coexist. In the case of this study’s Guam-based participants, these ideals became a question of how individuals reconciled their cultural roots with external Westernized norms about appearance.

The dependent variable in this study was participants’ levels of internalization of Western beauty standards, which refers to the extent to which individuals adopted Eurocentric beauty norms as their own. This is especially significant in Guam’s cultural context, as beauty standards in ancient Guam largely emphasized etched and stained teeth, skin saturated in natural pigments, natural hair patterns, and so on. Eurocentric ideals that have been dispersed through external global forces emphasize the opposite. Repeated and simultaneous exposure to these contrasting norms could raise concerns about how individuals make sense of these broader social processes. On average, participants in the study demonstrated a low level of internalization of Western beauty standards, meaning that they generally did not strongly identify with the Eurocentric ideals of fair skin, toned bodies, and large, youth-like facial features.

This finding is consistent with existing literature about competing norms in other multicultural countries across the world. An example can be drawn from a study discussing the racial matching effect, which occurs when individuals view the physical features specific to their ethnic group as more appealing (Kamakura & Zubcevic-Basic, 2014). They are more likely to view faces and beauty practices that are characteristic and familiar to their culture as desirable. With Guam participants falling into this pattern, conclusions about the general rejection of Western norms in the current sample remain sound. Participants may exhibit generally low levels of Western internalization due to deep-seated experiences with local aesthetic beauty trends.

On another note, a study titled “Westernization vs. Indigenous Traditions: A Critical Study of Culture Wars through the Lens of Cross-Cultural Communication and Pragmatics” provides further insight into the dependent variable by discussing the cultural tensions that emerge in hybridized societies (Amir et al., 2025). The authors explore how Westernization often intersects with Indigenous ideologies, leaving individuals living within these environments to negotiate, challenge, or completely replace their preexisting understandings of certain concepts. Not fully rejecting it, individuals may still endorse Eurocentric ideals without adopting them entirely. This is largely applicable to Guam’s sociocultural context, as participants are in a constant negotiation cycle between exposure to dominant Western standards and traditional beliefs of self-perception and attractiveness. Thus, these studies support the idea that beauty standards are not a result of individual thought processes but rather a reflection of broader globalization processes.

The study’s first independent variable was participants’ level of cultural identity. Scores for cultural identity measured the extent to which individuals took pride in and felt a personal connection to their traditional culture. Participants reported on how well they connected with their social groups, engaged in cultural traditions and practices, and adopted these values as a foundation for guiding their everyday behaviors. On average, participants in the study demonstrated a high level of cultural identity, meaning that they possess a strong and confident sense of belonging to their specific group, inheriting their values, beliefs, and ways of life. The regression model, however, indicated that cultural identity was not a statistically nonsignificant negative predictor of internalization of Western beauty standards. This means that as cultural identity scores increased, participants’ scores for internalization decreased, but the data could not prove that this pattern was caused by a real effect. Therefore, the evidence failed to sufficiently support Hypothesis 1.

Despite its statistical nonsignificance, the data challenge existing discussions linking cultural identity and beauty. Madan and colleagues’ (2018) tri-study, “Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries,” positioned this phenomenon within social groups whose attitudes toward beauty are largely influenced by how well-connected individuals are to their heritage; the participants in this study were from Canada, China, the United States, Singapore, and India, offering a diverse range of perspectives. Existing research proposes that stronger self-construal or cultural identity makes individuals more aware of the discrepancies between their current self and the expectations of society, thereby leading individuals to conform and close this gap. In contrast, the current study suggests that a stronger cultural identity may complicate the passive acceptance of Western beauty standards. Rather than increasing the internalization processes individuals experience, cultural identity appeared to reinforce Indigenous appearance norms. These findings suggest that this variable may serve as a critical buffer that protects participants from increased Western influence, especially within a culturally hybridized society.

The second independent variable of this study was participants’ engagement levels with U.S.-based media. Scores for media engagement measured the frequencies of both media consumption and engagement, but only the media engagement scores were used to align with the nature and hypotheses of the study. Participants reflected on how often they actively liked, commented, shared, and clicked on links that they were interested in and wanted to explore further. On average, participants demonstrated a low level of media engagement and a statistically significant positive predictor of internalization of Western beauty standards. This means that as engagement scores increased, participants’ scores for internalization increased as well. Therefore, the evidence supported Hypothesis 2.

The data showed overwhelming support for existing literature, particularly on Mwangi and Buvár’s (2018) study, “Beauty Complex: Social media trends, effects, and opportunities,” which delves into the role of media usage in shaping personal beauty standards. Aligning with this pattern, findings of the current study highlight that increased engagement with media is strongly associated with greater internalization of beauty ideals. This could potentially be due to the excessive amount of beauty vlogs on the internet, advertisement narratives that affect consumer behavior, and the general potency of images over captions on the internet, each of which influences individuals’ attitudes on skin color, hair, body shape, and facial features (Mwangi & Buvár, 2018). Unlike cultural identity, media engagement may serve as a less protective shield against Western influence.

A supplementary variable examined in the current study was participants’ cultural negotiation, which overall demonstrated a statistically significant positive correlation with cultural identity. While not a part of the primary regression model, this finding suggests that participants who reported a stronger cultural identity were more likely to report a greater capacity to reconcile local traditions with Western expectations of beauty. This relationship helps to predict the way they manage, balance, and assert their cultural background within a modern, hybridized space, assuming that their strong cultural identity warrants a stronger motivation to do so. Cultural negotiation may play a larger role in this process than is described here. Overall, the supplementary variable in this study may serve as a relevant exploratory variable for future research, particularly guided by the notion that it serves as an adaptive strategy to the evolving systems of a multicultural society.

Limitations, Future Research, and Further Implications

The current study had several limitations. Following a cross-sectional design, participants’ responses captured a single point in time, representing a snapshot of their beliefs and attitudes rather than how these may change or develop over a period of time. This means that the reported findings may vary if the same variables were measured at a different time, which limits the study’s ability to make long-term inferences about their beauty preferences. Another limitation is seen through self-report bias. The entire study is based on subjective, self-reported information and cannot verify whether these responses are fully accurate. The design of the survey instrument furthermore did not capture participants’ respective cultural beauty standards. As a result, the study operated under the assumption that participants were exposed to the same social norms, despite potential differences in cultural practices, personalized media algorithms, and personal experiences. Future research should address these limitations while also incorporating a formal mediation analysis involving cultural negotiation. A mixed-methods design may be beneficial in these cases. Future study designs that consider these limitations may potentially detect nonrandom effects in a more structured, controlled way.

The findings of this study have several theoretical implications for cultural hybridization theory and related globalization frameworks. Within broader globalization theory, the regression model reinforces the idea that global media systems largely shape how societies receive and respond to social constructs, with media engagement emerging as a more prominent predictor of internalization than cultural identity. This expands existing literature by confirming that U.S.-based media shows a strong presence in non-Western contexts such as Guam. At the same time, findings on cultural identity and cultural negotiation complicate discussions that frame them as exclusive factors. They instead work in more nuanced ways than expected and are highly dependent on the individual. Cultural hybridization theory binds these findings together by highlighting the ongoing, contemporary cultural tensions between traditional and Western systems. This study suggests practical implications that relate to cultural preservation strategies and media literacy interventions within Guam, the Pacific Islands, and perhaps other societies that must navigate the same sociocultural tensions.

Conclusion

In conclusion, the study yields a deeper understanding of contemporary beauty standard formation within a culturally hybrid context. The current study reaffirmed U.S. media engagement as a strong predictor of Western beauty standard internalization, highlighting its direct influence on participants’ attitudes on attractiveness and its consistency with existing literature. In contrast, cultural identity emerged as a less influential but more complex factor. Findings demonstrated a relatively weak linear relationship between cultural identity and internalization; however, the inclusion of the supplementary variable revealed strong correlations with cultural negotiation, underscoring the importance of this process as a mechanism through which individuals navigate competing beauty influences. Extending cultural hybridization theory, the study’s overall findings support the notion that internalization of Western standards is not merely shaped by media systems but also by the cultural blending processes that individuals undergo.