21
Volume3 Issue2
|
I
ssues and
P
eople
Whatdoesa“perfect”smile
indicate toNorthAmericans?
Conversely,whatdoesan
‘imperfect’ smile indicate?
AK:
We live ina society that is focused
on individualityand theuseof thebody
as amediumof self-expression. There is
this constant pressure tomonitor,manage
and improve thebody. Aperfect smileas
anaspect of theperfect body is thus an
expressionof self-control and self-discipline
forNorthAmericans. It is about attaining
perfection throughconsumption tocreate
self-image, andachievinghappinesswhile
doing so.
Conversely, an imperfect smilemay indicate
[a] lackof self-control (thismaybeattributed
tovariousbehavioural factors, e.g., taking
adiet rich in fermentablecarbohydrates)
ormere laziness (thismay relate toan
individual’s inability tomaintainoral hygiene
or not visiting thedentist regularly).
CQ:
A “perfect” smile indicates
youthfulness, healthandhigh social status;
an ‘imperfect’ smile indicates ill-healthanda
lackof social status. AsAbeer states, this links
toour focuson individualism, consumerism,
and sculptingour bodies tomeet social
expectation.
Approximatelyhowmuchmoney
does thewhitening industry
generate?
AK:
Unfortunately,wehavenoCanadian
data, but estimates suggest that in theUS,
in-office teethwhiteningprocedureswere
generatingapproximately$600million
inannual revenues for dental officesby
2007. Add to thisover-the-counter teeth
whiteningproducts and theAmerican
spendingwas estimatedat $1.4billion.
What liesbehindsociety’s ideal
ofwhite teeth fromahistorical
perspective?
AK:
The ideal ofwhite teethcanbe
linked to the riseof themiddleclass
post-WorldWar IIwhenNorthAmerica
sawaneconomicboom. Thegrowth in
industrializationandurbanizationduring this
periodgave rise toamiddleclasswithmore
disposable income that couldbe spent on
improving their social status. Parentswanted
togive their kidsbetter teeth, something
that theycouldn’t dopreviously. Bracesnot
onlybecamea riteof passagebut alsoa
status symbol. Youalso seeanexplosion in
thenumber of dental products appearing
on themarket, suchasMacleans, Pepsodent,
Odol, Ipana,with reiterationof theAmerican
dream - bringingglory in timesofwar,
acceptance intohigh society, improving
employment prospects, andensuring
success incareer and love. Takingcareof
teethbecameacomponent of this culture
of physical perfectibility that came todefine
the richest factionsof the society.
CQ:
AfterWWII, thegrowthof the service
sector expanded rapidly, asdiddisposable
incomes.With this came thenuclear family
andahost of expectationsofwhat itmeant
tobeahealthy,well-adjustedperson, and
morebroadly, agoodcitizen. For families
StraightTalkonStraight,WhiteTeeth
Q&AwithAbeer Khalid andCarlos Quiñonez
Ina2015article published in the journal
SociologyofHealth& Illness
, authorsAbeerKhalidandDr.Carlos
Quiñonez trace theNorthAmerican preoccupationwith the perfect smile–from its historical roots to its social and
economic impact.What arewe fascinatedby?Andwhat does a good set of teethmean tous?We talk teethwith the
authors of “
Straight,white teethas a social prerogative
” tofind outmore.
CarlosQuiñonez
AbeerKhalid
This interviewhasbeencondensedandedited.
Theviewsexpressedarethoseoftheauthor
anddonotnecessarilyreflecttheopinions
orofficialpoliciesoftheCanadianDental
Association.
