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Food For Thought: Resisting the Moralization of Eating
Transcript of Food For Thought: Resisting the Moralization of Eating
Having It His Way: The Construction of Masculinity in Fast-Food TV Advertising
By Carrie Packwood Freeman & Debra Merskin
Food For Thought: Resisting the Moralization of Eating by Mary Maxfield
"'any and all theories of nutrition [serve] not the eater [but] the food industry'" (p 443)
Fat Is A Feminist Issue by Susie Orbach
"Obesity and overeating have joined sex as central issues in the lives of many women today. In the United States, 50 percent of women are estimated to be overweight." (p 448)
SIX- Skeptics may object
Planting a Naysayer in your text
"eating primarily for health represents a departure from the historical purpose of food -fuel for our bodies-" (p 443)
"As a culture, we no longer discuss healthy eating without also discussing unhealthy weights...eating too much-often without any parallel warnings against eating too little...overeating constitutes 'the greatest threat' to our survival." (p 444)
"our diet of processed foods makes us 'sick and fat'" (p 444)
"a growing group of academics...have discovered fundamental flaws behind the perceptions of fatness, diet, and health." (p 444)
"'lies about fat, fitness, and health...not coincidentally serve the interests of America's $50 billion per year diet industry'" (p 444)
"That fact that compulsive eating is overwhelmingly a woman's problem suggests that it has something to do with the experience of being female in our society." (p 449)
"Getting fat can thus be understood as a definite and purposeful act; it is a directed, conscious or unconscious, challenge to sex-role stereotyping and culturally defined experience of womanhood." (p 449)
"Fat is..." (p 449)
"The woman's body is not satisfactory as it is. It must be thin, free of 'unwanted hair,' deodorized, perfumed and clothed. It must conform to an ideal physical." (p 451)
criticism of our ideas
How to Plant?
1. Insert them
2. Name them
3. Frame them
What's good if so?
What's bad if not?
1. Disarm our critics
2. Respect our readers
"Clearly, advertisers trust we believe that a traditional American male does not eat organic, plant based proteins-he primarily eats meat." (pg455)
"Anthropologists have documented the historical connection between males and domination of nature... These historical relations contribute to food remaining a highly gendered cultural object."(pg455)
It's Easier to write longer paper with
"Advertising doesn't just sell things, it articulates values and builds meaning, sometimes through constructing stereotypes." (pg455)
1. Play the believing game
2. The outsider's eyes
"When it comes to advertising specifically, research conducted in the 1970s, which has yet to be rebuked, described the basic aspects and attributes of men. In relation to women, men are shown as more autonomous, employed in more occupations, used more often than women as voices of authority in voice-overs, and more often located in the public sphere."(pg460)
1. We are risking
Examples of male dominated advertizing:
Beer commercials(women used as decorative objects)
Burger King ("Eat like a man, man."; "Stack it high, tough guy.")
Carl's Jr. (series of 4 commercials of women acting seductively. Male narrators only)
Subway ("More meat"- Males use bullying approach, females use coy/sweet approach)
After all, the goal of writing is not to keep proving that whatever you initially said is right, but to stretch the limits of your thinking.