Glamorising

Glamorising (British English) refers to the act of presenting something in an attractive, glamorous, desirable light, often to generate interest, acceptance, or demand. It typically involves emphasising positive attributes while downplaying or omitting risks, costs, or negative consequences. The term is used across media, advertising, entertainment, and political discourse to describe a framing that makes a subject appear appealing or aspirational.

Contexts include crime, drugs, tobacco use, alcohol, violence, prostitution, or risky behavior, as well as consumer products, travel, or lifestyles. Glamorisation can be achieved through aesthetics, celebrity endorsement, storytelling, music, fashion, or sensational imagery. It is distinct from mere attractiveness in that it is a deliberate or normative framing that may influence attitudes and behavior.

Effects and debates: Critics argue that glamorisation can normalize harmful behaviors, lower perceived risk, and increase imitation, especially among impressionable audiences like adolescents. Proponents contend that glamorised portrayals can engage audiences, humanize subjects, or facilitate critical discussion when paired with cautionary or contextual information. The impact is widely debated and highly contextual, depending on audience characteristics, the framing, and accompanying messaging.

Scholarly and policy perspectives: In cultural studies and public health, glamorisation is studied as a mechanism shaping social norms and risk perceptions. Research often investigates correlations between glamorised portrayals and attitudes toward real-world behaviors, while recognizing that effects may be moderated by media literacy and counter-narratives.

Ethics and regulation: Many media scholars and policymakers advocate for responsible portrayal, age-appropriate content, and media literacy programs to mitigate potential harms. Some advertising standards bodies restrict glamorised depictions of dangerous activities or require warnings and contextualisation.