I have seen progressive changes in the way that women are portrayed in contemporary American popular culture. In the fashion industry, Victoria’s Secret Angels are now women of many races. Transgender models are getting hired by major companies like Louis Vuitton, Chanel, and Vogue. Plus-size models are finally getting recognition and representing women of different sizes. The film industry is changing as well, casting women in more empowering roles and taking actors of bigger sizes, like Melissa McCarthy and Chrissy Metz, seriously. However, despite the positive changes that have diversified how women are represented in the aspect of body shape, size, and type, the way that women’s personalities and abilities are represented has not changed. The definition of what it means to “be a woman” in contemporary American popular culture is largely based on stereotypes.
“You throw like a girl,” “Only girls like pink,” and “Women are weak”; are common phrases we’ve all probably heard at some point in our lives. People throw these expressions around to insult or intimidate someone when they are acting soft, like a baby, or in other words, “like a girl.” Female stereotypes are nothing new and can even be considered “the norm” in society. Although they have been around for a long time, stereotypes surrounding women are still hurtful, and degrading, and strip one’s individuality. Stereotypes are derogatory and can lower self-esteem and self-confidence, but women and young girls still fulfill these stereotypes so that they can be considered feminine. We live in a culture where women are placed at an inferior rank, and girls are taught to believe this from childhood. Mothers teach their baby girls to act “ladylike” so they can be accepted because acting “like a girl” is what it takes to be considered a woman in society.
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The stereotypes surrounding women in American culture are quite extensive; women are emotional, work in the home, are fragile, high maintenance, are not natural leaders, should always look beautiful, and are meant to be looked upon by men. In the film industry, women are playing more strong and empowering roles, but part of their character still conforms to female stereotypes. For example, DC Comics Wonder Woman features a strong, fierce warrior named Diana who saves the world. One would think that she would be admired for her bravery, but many of the men in the movie marvel at her looks and lessen her to just a beautiful woman, versus a strong AND beautiful woman. It is not Diana’s strength, power, or courage that makes her a hero; it’s that she is able to have all of these abilities and look stunning while doing it. Diana would have been taken as “too masculine” if she displayed these normally more masculine traits and wasn’t beautiful, and this idea is supported by philosopher Susan Bordo in “Beauty (Re) Discovers the Male Body.” Bordo explains that “Women are supposed to care very much about fashion, ‘vanity, looking good, and may be seen as unfeminine if they don’t” (Bordo 211). This would have been the case for Diana since her leadership qualities and unwavering bravery would be seen as masculine, but because she is a gorgeous woman, she is still considered to be feminine.
Although gender stereotypes are still prevalent in American culture, I am happy to say that the representation of what it means to “be a woman” is changing for the better. Companies like Dove and Aerie celebrate “real beauty” and feature women in their ads that may not look like the cliche, skinny models. In Disney’s newest princess movie Moana, the heroine possesses great strength, determination, and fearlessness and her goal isn’t to impress a man, unlike most other princess films. The era that we live in is shifting to a cultural acceptance that women have more to them than just stereotypes. Women can be strong, independent, leaders, fierce, and confident, and that’s exactly what feminine hygiene company Always showcases in their #likeagirl ad campaign. Susan Bordo’s ideas and techniques can be seen in this ad, and are used to promote female empowerment and acceptance of oneself.
Women have always been depicted in a particular way in advertising, mostly sexy and submissive, but this ad from Always is the complete opposite. Although this ad depicts young and teen girls and not adult women, it still presents a unique perspective on female stereotypes. In her book, Bordo says that in the 19th century “New words like “pussyfoot” and “stuffed shirt”-- and most deadly, “sissy”-- came into parlance” (Bordo 213), and were used when a man was acting feminine. Now, even though the first two words aren’t used anymore, “sissy” is still used fairly frequently in American culture, showing that stereotypes of women being feeble have been around for almost two centuries. The words that Bordo mentions are terms that could be used when someone is acting “like a girl” or not masculine enough. However in this ad, the girls show what it means to do something like a girl, but the way they portray the phrase challenges traditional notions entirely. Normally, the phrase “like a girl” is used as an insult, however, this ad uses it as a form of empowerment. These girls are defining what it means to act like a girl. To them, it doesn’t mean to be weak or timid; it means to do something with power, passion, and to their best ability. This ad does not represent the conventional ideas of womanhood; it illustrates the idea that women are not stereotyped, and can be just as powerful as everyone else.
Bordo in “Beauty (Re)Discovers the Male Body” explains various advertising techniques that are used to make men seem dominant and powerful, and these can be seen in the Always ad despite it depicting girls. Bordo says that men who want to depict dominance (called “Rocks”) will have an intense stare and position themselves forward to give the appearance that they are asserting power (Bordo 200). In the Always ad, all three girls are in a position that makes them seem mighty and confident, similar to the way that ads make men look dominant. Furthermore, two of the three girls are staring right at the viewer which represents the power they feel in acting “like a girl” because it shouldn’t be something to be ashamed of. This approach to advertising is usually used to make men seem strong and women submissive, but Always opposes that and uses them in a different way. By implementing the techniques discussed by Bordo, Always achieves the goal of depicting women as empowered, and not weak.
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