“Individuals are encouraged, even expected, to make 'lifestyle' choices to maximize their life chances and simultaneously held accountable for managing and minimizing the risk associated with these decisions” (Leve, 2012:124) . Media discourse is part of everyone's daily life, ideals of bodies are shown in all these media communications to attract the consumer. It could be considered that this has caused society to become obsessed with appearance, meaning that individuals feel pressure to keep up with how people are portrayed in the media, for example celebrities recognized in magazines. According to the British Association of Aesthetic Plastic Surgery, or BAAPS, there was a 16.5% increase in procedures in 2012. These statistics show that cosmetic surgery is becoming normalized: “This is the way we live now. Anything that makes us feel better about our appearance, whether it's needles, knives, or acid, is acceptable" (Wiseman, 2012) Both men and women feel the need to appear "ideal" in today's society, yet these pressures fall more heavily on women than men, even though many men feel the need to undergo procedures, “A quarter of Harley Medical Groups liposuction clients are now men.” (Nicolas, 2007) However, according to BAAPS, 90 .5% of women undergo cosmetic surgery, while only 4,757 men undergo cosmetic surgery (BAAPS). women were increasingly concerned with altering and beautifying their bodies” (Davies, 1995) This means that the female body is the center of attention in today's society highlighting how women are expected to appear "flawless", at all times , due to cultural expectations and emphasis… at the center of the paper… undergoing cosmetic surgery will eventually become abnormal. The meaning of "real" beauty is not what the media portrays, and "false beauty" will become the norm. Communicating this form of science and technology in this way results in giving individuals a negative message about body image as well as leaving out some scientific data or risks behind it, meaning people cannot make informed choices. It also pushes women to constantly try to strive towards this "beauty myth" that the media has built and makes men's expectations of women's beauty unattainable, yet this is how the media has portrayed women as for years, Bodyshockers and 10 Years Younger, are just two examples. In this sense, cosmetic surgery can be considered an obligation rather than a choice due to how the media have represented this now normalized science technology..