This study advances understanding of how a normative feminine beauty ideal is maintained through cultural products such as fairy tales. Using Brothers Grimm's fairy tales, the authors explore the extent and ways in which “feminine beauty” is highlighted. Next, they compare those tales that have survived with those that have not to determine whether tales that have been popularized place more emphasis on women's beauty. The findings suggest that feminine beauty is a dominant theme and that tales with heavy emphases (...) on feminine beauty are much more likely to have survived. These findings are interpreted in light of changes in women's social status over the past 150 years and the increased importance of establishing forms of normative social control to maintain a gender system. (shrink)