Readings for 10/21

Although this set of readings does not have a strong overriding theme, they all focus on the perception of women by society. In the article by Gloria Steinem, “Sex, Lies & Advertising,” she discusses the difficulties in securing advertisements in feminist magazines, more specifically in Ms. Many producing corporations are hesitant to buy advertisement space in these types of magazines because they have this preconceived notion that women will not respond to their products, and their money spent on the advertisement will go to waste. Whether it is a food, clothing, car, or toiletry or cosmetic companies, very few were willing to buy into the magazine. What was most surprising was Este Lauder’s refusal to buy advertisement space in such a magazine because its audience was not viewed as feminine enough. This is particularly interesting, given that a woman started Este Lauder. Furthermore, only feminine cigarette brands were truly willing to advertise in Ms. Even though this article was written in 1990, it goes to show that feminism was developing a negative rap even back then. Then Joan Brumberg, in her article, “Body Projects,” discusses the beginning time in the 1920s when teenage girls really started freaking out about their physical appearance and how it has transitioned over time. The Roaring 20s dismissed the ideal Victorian body image and replaced it with svelte and stick-like ideology of what the perfect body type was. Having curves was no longer acceptable. She followed some girls’ dietary strategy of how to get thin. Next came the rising interest and obsession with breasts. The idea was the bigger the better, and people began to notice less about the size of women’s waists. Brumberg also looked at the historical significance of bras. Once deemed unnecessary, the bra and the girdle became an instant must have to lift and control. After that the author looked at the more recent development over the rise of the “hard body” and the focus on thighs, hips and butts. Deemed the new problem area, women now tirelessly work to tone these regions to fit the model of what is sexy. The author ends by writing about the rise of tattoos and piercings. She states that they seem to be a means of rebellion. Through tracing perceptions of the female body throughout time, Brumberg brings attention women’s susceptibility to society pressures to fit the model of what is beautiful regardless of the time period. Alisa Valdes in “Ruminations of a Feminist Fitness Instructor” discusses her struggle to pursue her dreams of becoming a feminist, while burden by the financial incentives to teach aerobics. An aerobics instructor most of her life (because the pay is good), Valdes is conflicted over the notions that aerobics is sexist and plays to the objectification of women. Unable to pay off her debt, she is forced to continue teaching despite her conscious. Eventually she is able to find work elsewhere, and escape the anti-feminist morays of aerobics.

The aerobics and “Body Project” articles were the most interesting. Both writings mentioned the issue of class and race. It is refreshing that some people are actually addressing this issue. It is very true that a lot of the issues mentioned in both articles are not universal across the different classes and races. The only issue I had was in the aerobics article was when she said that only the rich are able to actually pursue their true career interests. Overall I really enjoyed these readings.