AESTHETIC REPRESENTATION OF THE “SELF” IN THE STRUCTURE OF A GIRL’S POSITIVE SOCIAL IMAGE

Abstract

Introduction. In the contemporary sociocultural space, saturated with digital technologies and visual communications, the aesthetic representation of the «Self» transforms from an individual psychological phenomenon into a key resource for shaping a girl’s positive image. Social networks, the algorithmic culture of evaluation, and the dissemination of beauty standards create tension between the authenticity of self-expression and external pressure, which highlights the need for a comprehensive analysis of this phenomenon. Purpose and objectives of the article. The purpose of the study is to investigate the features of the aesthetic representation of the «Self» in the structure of a girl’s positive image and to determine the relationship between external attractiveness, self-esteem, and psychological characteristics of the personality. Scientific novelty. The article systematically examines, for the first time, the aesthetic representation of the «Self» as an integral psychological construct that combines philosophical-cultural, personal, and socio-psychological dimensions. It deepens scientific understanding of the role of decorative cosmetics not merely as a means of adornment, but as a tool of social communication and a marker of internal self-acceptance. The existence of a social stereotype regarding «daytime makeup» as the «golden standard» of image is empirically verified, and correlational relationships between strategies of cosmetic use and the structure of self-attitude in girls are identified. Results. The results of the study indicate that the aesthetic representation of the «Self» in adolescence is a contradictory process: over 50% of girls demonstrate low levels of self-esteem and an expectation of negative evaluation, which makes their self-perception vulnerable. It has been proven that a harmonious positive image is formed not through approaching abstract ideals of beauty, but through the alignment of the real, ideal, and social «Self,» where moderate aesthetic enhancement (daytime makeup) serves as a marker of internal harmony and social competence. Excessive dependence on makeup or its complete disregard are markers of self-attitude disturbances. Prospects for further research lie in the development of an integrative model of the aesthetic component of a positive image.