One more thing I wanted to bring up on the subject of gendered representations in media is the critique and attention paid to the image of the woman. As analysis of the Fibrethin commercial points out, advertisers often use this depiction of the "ideal" woman as being slender and attractive. Although this image is unrealistic, it is reinforced by countless media texts because it sells a fantasy that people want to believe in and imitate. MissRepresentation.org is a San Francisco-based organization that is rooted in a documentary that was made as social action campaign exposing the underrepresentation and misrepresentation of women in media and its detrimental impact on young audiences who are led to believe that all women should fit a certain framework and are limited in power and expression in society. It's at best reassuring to see organizations like this one make an effort to inform media consumers and advocate a change in gender representations. I've attached the trailer for the documentary for anyone who is interested and highly recommend visiting the website if anyone is interested in learning more about the movement and how to get involved:
Newest Miss Representation Trailer (2011 Sundance Film Festival Official Selection) from Miss Representation on Vimeo.
Media Share from 11/15
Dove Chocolate's "Senses" commercial reinforces Bordo's claim that food is seen as a "sexual object" and replacement for a romantic partner. I found this commercial a bit uncomfortable to watch because the images and innuendos bordered on soft-core and definitely incites some reactions that are typically inappropriate for younger tv viewers. Nonetheless, Dove has made it clear that its chocolates cater to the needs of their female consumers.
*on a side note, how often do we see chocolate commercials geared towards men?
On a more humorous note, a meme that surfaced awhile ago was "woman laughing alone with salad" (http://thehairpin.com/2011/01/women-laughing-alone-with-salad/) The meme is both hilarious and ridiculous -- the fact that women have to be "happy" with a salad (when they might really want a nice, meaty burger or steak) points again to the gender expectations when it comes to food.