Double standards in accumulation and exploitation of aesthetic capital

Physical appearance as a form capital has received increasing attention in sociology in recent years. The capital logic suggests that aesthetic capital, like other forms of capital, can be accumulated and exploited in economic and social exchange. Previous research suggests that norms regarding the accumulation and exploitation of aesthetic capital are different for men and for women. This suggests the existence of so called double standards. It is, however, unclear for whom it is actually more acceptable to accumulate and for whom to exploit physical appearance -related assets. Drawing on consumer culture studies, social stratification studies and gender studies, we ask whether there is a double standard of accumulation or exploitation of aesthetic capital. To study the possible differences in norms for men and women, we analyse a nationally representative survey of 15 to 74 year-old Finns (N=1,600).  The measures are based on a split-ballot design. Our findings indicate that double standards do exist. It is more acceptable for women to accumulate their aesthetic capital. However, norms regarding the exploitation of aesthetic capital are stricter for women than for men. The results question the capital logic of physical appearance, as it seems that possibilities for women, in particular, to gain economic or social advantage from their physical appearance are normatively limited.