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Gender, Race, and Consumer Culture: Barbie, Food, Diets, and Weddings Bordo, Ducille, Engstrom.

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Presentation on theme: "Gender, Race, and Consumer Culture: Barbie, Food, Diets, and Weddings Bordo, Ducille, Engstrom."— Presentation transcript:

1 Gender, Race, and Consumer Culture: Barbie, Food, Diets, and Weddings Bordo, Ducille, Engstrom

2 Bordo, “Hunger as Ideology” unrestrained appetite inappropriate for women female eating a private, transgressive act restriction and denial of hunger central to femininity compensatory binge as a virtual inevitability not merely about food intake: “Rather, the social control of female hunger operates as a practical ‘discipline’... that trains female bodies in the knowledge of their limits and their possibilities. Denying oneself food becomes the central micro-practice in the education of feminine self-restraint and containment of impulse.”

3 Women’s relationship to food in advertising Men’s relationship to food in advertising The analogy of food and sex How is this gendered?

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5 www.jeankilbourne.com

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7 http://www.jeank ilbourne.com/wp- content/uploads/ 2012/05/icecrea m.jpg

8 http://nymag.com/thecut/2013/04/meet- the-three-clich-women-of-diet-food-ads.html

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10 KFC 2012 commercial: food vs satisfying relationship

11 Hungry Man TV Commercial

12 I Am Man-Burger King Commercial

13 Hunger as metaphor for sexual appetite: Nina Agdal for Carl’s Jr.

14 Men and Diet Commercials Nutrisystem commercial: http://www.y outube.com/watch?v=jR9d LAXdTmM http://www.y outube.com/watch?v=jR9d LAXdTmMhttp://www.y outube.com/watch?v=jR9d LAXdTmM Another Nutrisytem commercial: http://www.y outube.com/watch?v=gMC EoeENPYw&NR=1&featu re=endscreen http://www.y outube.com/watch?v=gMC EoeENPYw&NR=1&featu re=endscreenhttp://www.y outube.com/watch?v=gMC EoeENPYw&NR=1&featu re=endscreen

15 Barbie: “Just a Piece of Plastic”?

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18 No matter how much scholars attempt to intellectualize it otherwise, "race" generally means "non-white", and "black" is still related to skin colour, hair texture, facial features, body type, and other outward signifiers of difference. A less neutral term for such signifiers is, of course, stereotypes. In playing the game of difference with its ethnic dolls, Mattel either defies or deploys these stereotypes, depending on cost and convenience. (DuCille, 344) Barbie Fashionista collection, 2015

19 From Colored Francie of the 1960s to Soul Train Shani of the 1990s, Mattel has seized every opportunity to profit from shifts in racial, cultural, and social politics. (DuCille, 338)

20 Racial stereotypes

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23 We need to theorize race and gender not as meaning less but as meaning ful -- as sites of difference, filled with constructed meanings that are in need of constant decoding and interrogation. Such analysis may not finally free us of the ubiquitous body-biology bind or release us from the quagmire of racism and sexism but it may be at once the most and the least we can do to reclaim difference from the moulds of mass production and the casts of dominant culture. (DuCille, 346)

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25 Engstrom Wedding media promote “not only … the institution of marriage but … the importance of consumption in attaining and maintaining it.” (65)

26 Importance of wedding photography – expensive Bride as object The wedding as a social event and excuse for consumerism holds more significance than a couple’s relationship Dress is of paramount importance

27 “Commodity feminism”


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