I think your going at it backward by saying the media
is the one's pushing standards of beauty on us.
Well, standards of beauty exist in all cultures and they
are remarkably similar at the facial level
in most (but not all, in certain
localized pockets in Africa in particular,
standards of beauty diverge remarkably).
Beauty is linked to
- Child like features
- Small chin, large, eyes, high forehead, small upturned nose
- Signs of high fertility and estrogen, health and youth
- Smooth skin, silky hairperfect teeth, fleshy baby faced face,
outside corner of eye higher than inside one,
hair that is not grey, fleshy lips, little body hair, symetry
voice with average to higher than average pitch,
good muscle tone, WHR < 0.8
- Features that accentuate good features
- high cheekbones, high, defined darker brows, eye not to close
together, rounded not too pointed chin. Constant smile.
The reaction in male and female to this beautiful face is feeling at ease, not treatened.
The same reason you find a face beautiful is the same reason you find some animals cute and not others. Baby animals in particular have all these traits and how do we react to them!!
If you look at the stars in the media for a long time, they've often have had all of this. Makeup is used to try to get a non perfect face within what is considered beautiful
They became stars because they corresponded to the universal ideal of beauty, not because its been invented in some back room.
My own assessment is that in Hollywood, at least 20% are very beautiful to someone, 60% are beautiful and 20% are just average (those are often filling character roles, there are a lot more men in this category than women, like Giamatti from Sideways.). I think in Hollywood, 85% of women are beautiful for some part of the public.