The evolution of menstruation product ads

So, menstruation products (I personally hate the term “feminine hygiene” – let’s just call a spade a spade). Television’s always had some problems marketing them, no? Because blood is too horrifying a subject to discuss in public, the advertisers tried to move away from the actual phenomenon as much as possible by painting everything in white. Enter: O.B. Tampon commercial from the 80s:

Then the industry decided it got smarter or something, and now we have this:

By acknowledging and playing all the “tricks” of advertising, this ad seems like the hyperreality of commercials – more real than real, and actively absent in signification and meaning by its meta-ness. So instead of selling an image, now the tampons are selling the seen-it-all-and-so-above-it-all attitude? By co-opting the very resistant tool that can unravel the harmful messages of advertising, this ad campaign seems even more insidious than the O.B. Tampon commercial.

Then, there’s the total WTF-inducing ad, courtesy of my Facebook feed:

What…what does it mean? I found myself so confounded and unable to really “read” this ad. Here were some immediate reactions:

a) The tag line for this Youtube clip says: “featuring East London’s finest transvestites.” So is this ad implying that cross dressers (or drag queens, since they seem to be in theatres) want to have periods?  Or are they supposed to represent transwomen? If so, is it implying that transwomen will never be real women because they don’t get periods?

b) If a) is correct, the message to “real” women seems to be: “biological women: shut your mouth and stop complaining about how your body aches and break out into pimples! You are so PRIVILEGED to have periods!” I mean, of course, periods are nothing to be ashamed about. But I find that attitude a little bit problematic, given that women with conditions like endometriosis literally go through hell during their periods.

I just don’t know. My analytical skills fail me.

Links Roundup: white female privilege

In the most recent issue of Bitch Magazine, there was an article about “Mommy blogs” and how many of them are not taken as seriously as entrepreneurs. Renee of Womanist Musings rightfully pointed out that women of colour “mom bloggers” were glaringly omitted from this article. This post really hit home for me, especially in light of the Amy Chua (“Tiger Mom”) fiasco.

Heather Armstrong (of the dooce fame) may be criticized for being a “bad mother” because she’s willing to speak frankly about her less-than-ideal confrontations with her daughters, but she does not have to worry about worrying the American public that white women are bad mothers. But black mothers and Asian-American mothers automatically come with the stereotypes of lazy welfare queens, or emotionless dictators. While white mom bloggers may be seen as telling “universal” tales of motherhood and will thus be able to attract advertisers from all over, I think WOC (women of colour) mom bloggers may have a harder time convincing advertisers of their universality. And of course, this lack of success and visibility will keep perpetuating the myth about white women’s lives being more universal and applicable, while WOC’s experiences will be ghettoized as a “Chinese” narrative, a “black” narrative, etc.

In similar vein, the now viral Asians in the Library video by a former UCLA student Alexandra Wallace has sparked some interesting debate about racism and privilege. Andrea Plaid of Racialicious wrote a thought-provoking account on white female privilege, which explores the oft-ignored difference between the reception of a white woman and a woman of colour.

[Image via weheartit.com]

FFB Post #3: How do I express feminism in the way I dress?

To be honest, I struggled with answering this week’s Feminist Fashion Bloggers prompt. Maybe it’s my academic background, where I focused so much on cerebral activity and not so much on the physical side of things (so much that it destroyed my health a little bit), I have a hard time answering how I express feminism in my clothes. Because frankly, when I get dressed in the morning, I am not asking: “does this make me look like a feminist?” but rather: “does this look good? Do these colours even go together?”

I have started thinking a lot about feminist (and Marxist) implications of the origins of my garments, more than the garments themselves – thus my engagement with second-hand shopping and swapping. But I don’t think this is necessarily a bad thing that I don’t strive to “look like a feminist.” Because to ask that question would be to assume that there is a uniform aesthetic of what a feminist looks like, or should look like – whereas my definition of feminism is about women’s experiences and their diverse backgrounds, aesthetics and cultures.

This feminist had some big hair issues when this photo happened.

I remember some commenters on the Feminist Fashion Bloggers Google discussion board saying that they do not show cleavage, wear short skirts, or wear “obvious” makeup because they want to express their feminism that way. While I understand the rationale for those choices, I think setting such norms can have the potential to instil a sex-shaming attitude – where any attempt to express one’s sexuality is seen as “bad” or conforming to the male gaze. Yes, male gaze is everywhere, and yes, I believe that women can never truly escape the process of objectification imposed upon them by the patriarchal society. But even those attempts to “defy” the male gaze seem to feed into the power dynamic of the gaze, by establishing yet another restrictive norm (feminists must not wear heels), to police our bodies and our self-representation. This is why I enjoy certain performance artists like Orlan or Nina Arsenault, who nakedly reveal the artificiality of feminine ideals, while still being able to play with femininity and enjoy them.

In the realm of the male gaze and the patriarchal ideal of femininity, what I find the most dangerous and harmful is not the feminine signifiers themselves (skirts, long hair, what have you), but the pretension that all of those signifiers are somehow natural to women. And artists like Orlan and Arsenault challenge and deflate that naturalized notion of femininity by revealing the very artificial process of “becoming” (but never quite “being”) that feminine ideal.

There have been a few occasions in my life where, upon hearing that I am a feminist, people responded by saying: “really? You don’t look like a feminist.” Why? Because I wear lipstick? Because I wear skirts? Recently, Colorlines also tackled a similar dilemma regarding Michelle Obama, on how white feminists have been silent on Michelle Obama, who is often seen as more of a fashion icon than a feminist. The fact that the article’s title establishes the dichotomy of feminist OR fashion icon suggests that our world still sees women as incapable of occupying multiple roles and spaces, even as feminists. After all that feminists fought to prove that women deserve to play multiple roles in society and can have choices, discourses like this proves that even feminists still fall under the patriarchal notions of women fitting into one singular aesthetic or role.

When we ascribe a certain look to a group, we lose diversity. The mainstream media has done this successfully by repeatedly showing certain body types and faces as the ideal. I would love to see women with body hair, butch women, and transwomen in the media being represented. In the same token, the mainstream media has also managed to paint a fixed aesthetic of a “feminist.” But to maintain the notion that a feminist must stay outside of the realm of fashion is to uphold the problematic dichotomy established by others before feminists could control their own image.

This is not to say that all feminists should be okay with being conventionally “feminine”-looking, but rather: wear what feels right to you. When you find something that you think looks “good,” it may be fruitful to question where that “feeling good” comes from, and know that some of those origins may have root in the norms established by this heteronormative environment we live in. At times, it would be beneficial to explore some of the uncharted territories when it comes to clothes and representation, just to see what you may discover about yourself. But your self-representation is not an invitation from others – even other feminists – to judge you. Engage in a discussion, of course, but never judge.

[dress - a little shop on rue St-Denis, $10; sash - from another dress; cardigan - Banana Republic when I was 16; tights - Korean night market, $5 I think?; shoes - Value Village, $7.99]

A heavenly visit

So today, I was visited by two exceedingly polite, blue-eyed and blond Mormon missionaries. My building is one of those where you need a key to get into the front door, which means these youths (in their North Face jackets with name tags) waited patiently by the door until a resident came home and sneaked their way in. That is not very Christian, is it? Anyway, somehow I had this idea that they were Mormon even before they opened their mouths – I even got a little bit excited when they said “we’re Mormon missionaries!” I think I’d watched too much Big Love (clearly).

They were quite persistent – first complimenting my dinner (Jamaican spinach soup), then asking me if I believed in God (no), inquiring if they could talk to me about God (no), offering to help out around the house (no, but tempting?), asking if I can offer any volunteer work to them (uh, what?!), then finally asking if I was sure. Part of me really really wanted to invite them in and give them some soup, because hey, if you’re so devoted to something (albeit something I find so disagreeable) that you’d travel all the way across the country to this Francophone, lapsed Catholic territory, that shows you’ve got some conviction right?

Then I realized they wear this and stay away from coffee. So I closed the door in their faces and went back to my atheist ways.

Maybe I could’ve asked them to show me their underwear, and I should’ve given them any copies of my theory books?

Asian food vs. “Asian” food

This is Asia.

If you live in a place that is not Asia, you will inevitably encounter things with the word “Asian” in them. This could be in any food group – Asian salad, Asian-style marinade, Asian-style soup, and so on. Anyone who is actually of Asian descent knows that such food items will never be served in their households; my very “Asian” parents would never accept the “Asian Noodle Salad” (made with really Asian ingredients like spaghetti noodles) I often make for quick lunches. North America’s Asia: like a mirage, only full of soy sauce and not water.

So what makes a food “Asian”? From my years of living in Canada I’ve compiled a list of many ingredients that will earn the qualifier “Asian” in your next creation.

-Soy sauce
-Mandarin oranges
-Sesame oil
-Sesame seeds
-Ginger
-Oyster sauce

I’ve also noticed that many health food stores and health-conscious restaurants have Asian options, which are also never found in “real Asia.” (This distinction is starting to sound very absurd, I know.) Crudessence, a raw restaurant in Montreal, has a salad dressing called “Fat Free Tibet.” Those people in Tibet are so healthy! Must be all that political turmoil that keeps them on their toes and leading to a fat-free life that we North Americans are so desperate to achieve.

Now, I’m not wrting all this to say that all fusion food is bad, or that we should only eat “authentic” Asian food, or that Asia is the only victim of mangled representation in food culture. But it does seem strange to be drowning and exotifying a diverse continent of taste in a vat of fat-free sea of soy sauce.

But I do admit that making “Asian” food is so much easier than making traditional Korean food – after all, soy sauce is only two blocks away, whereas gochujang is about 3 metro stops away. Just don’t tell my mom about it, okay?

What are MY years?

Since my blog is titled “what are years?” I might as well start off by thinking about how I define the years of my life.

2006: Europe for the second time; Herstmonceux castle in England; an e-mail breakup and subsequent real heartbreak.

2007: relationship; introduction to literary theory and Judith Butler; friends coming out.

2008: winning SSHRC funding; grad school; Paris trip; Montreal bagels; two cats.

2009: switching fields; organizing “Gender(ed) Politics” conference; regaining my voice and confidence; living with a real balcony.

And here are the words from the original poem.

What are Years?

What is our innocence,
what is our guilt? All are
naked, none is safe. And whence
is courage: the unanswered question,
the resolute doubt, -
dumbly calling, deafly listening-that
in misfortune, even death,
encourage others
and in it’s defeat, stirs

the soul to be strong? He
sees deep and is glad, who
accededs to mortality
and in his imprisonment rises
upon himself as
the sea in a chasm, struggling to be
free and unable to be,
in its surrendering
finds its continuing.

So he who strongly feels,
behaves. The very bird,
grown taller as he sings, steels
his form straight up. Though he is captive,
his mighty singing
says, satisfaction is a lowly
thing, how pure a thing is joy.
This is mortality,
this is eternity.

-Marianne Moore

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