Pre-prepared frozen meals pre-dated the Swanson “TV dinner,” but it was Swanson who brought the aluminum tray — previously only seen in taverns and airplanes — into the home.
They were motivated by opportunity and necessity. The necessity went something like this, or so the story goes: After the 1953 Thanksgiving holiday, Swanson found themselves up to their ears in turkey. They had overestimated demand, and there they were, with 260 tons of frozen turkey and the next bird holiday 364 days away. So, they slapped together a frozen turkey dinner, with peas and mashed potatoes, and held their breath.
The opportunity was the meteoric rise of living room television sets. In 1950, only 9% of American households had TVs. By 1953, 45% of households had one. The next year, that number would rise to 56%. Swanson’s overstock of turkeys occurred at exactly the same moment that owning a television became the new hot thing. So, Swanson tied their advertising directly to TV watching, inventing the phrase “TV dinner.”
Rumor is that Swanson wasn’t optimistic, but the dinners outsold their expectations. They planned to sell 5,000 turkey TV dinners that first year, in 1954, but they ended up selling 10 million.
So, if you celebrate Thanksgiving and are eating a TV dinner tonight instead of a whole bird, know that you, too, are part of a true American tradition.
So, Star Wars is out with a new movie and instead of pretending female fans don’t exist, Disney has decided to license the Star Wars brand to Covergirl. A reader named David, intrigued, sent in a two-page ad from Cosmopolitan for analysis.
What I find interesting about this ad campaign — or, more accurately — boring, is its invitation to women to choose whether they are good or bad. “Light side or dark side. Which side are you on?” it asks. Your makeup purchases, apparently, follow.
This is the old — and by “old” I mean ooooooooold — tradition of dividing women into good and bad. The Madonna and the whore. The woman on the pedestal and her fallen counterpart. Except Covergirl, like many cosmetics companies before that have used exactly the same gimmick, is offering women the opportunity to choose which she wants to be. Is this some sort of feminist twist? Now we get to choose whether men want to marry us or just fuck us? Great.
But that part’s just boring. What’s obnoxious about the ad campaign is the idea that, for women, what really matters about the ultimate battle between good and evil is whether it goes with her complexion. It affirms the stereotype that women are deeply trivial, shallow, and vapid. What interests us about Star Wars? Why, makeup, of course!
If David — who also noted the inclusion of a single Asian model as part of the Dark Side — hadn’t asked me to write about this, I probably wouldn’t have. It feels like low hanging fruit because it’s just makeup advertising and who cares. But this constant message that women are genuinely excited at the idea of getting to choose which color packet to use as some sort of idiotic contribution to a battle of good versus evil is corrosive.
Moreover, the constant reiteration of the idea that we are thrilled to paint our faces actually obscures the fact that we are essentially required to do so if we want to be taken seriously as professionals, potential partners or, really, valuable human beings. So, not only does this kind of message teach us not to take women seriously at all, it hides the very serious way in which we are actively forced to capitulate to the male gaze — every. damn. day. — and feed capitalism while we’re at it.
This ad isn’t asking us if we want to be on the dark side or the light side. It’s asking us if we want to wear makeup or wear makeup. It’s not a choice at all. But it sure does make subordination seem fun.
I’ve been analyzing social media and observing presentations on Military Bronies at Brony conventions in an attempt to understand how they experience and negotiate their fandom within the military.
You don’t have to go very far on the net to find them. This is no trolling of middle aged men in the dark basements from the blackhole of the net. These are proud men and women in the service, coming together on pages like FOBEquestria.com or Military Bronies on Facebook (with over 10,000 members).
They have created not only their own niche in the fandom, but their own art, music, and even military paraphernalia. Here’s an example of fan art by Sir-Croco:
Interestingly, they have had an influence in the progression of the show. It is believed, for example, that the development of the show’s Wonderbolts Academy and characters was a response to military fans. The show’s creators acknowledge that they mirror the Navy and Air Force flight demonstration teams. And a former US Navy fan became so “horse famous” (the act of gaining notoriety as a fan icon), that he has now joined the cast.
Military Bronies are quick to defend their love for My Little Pony and point out the positive lessons taught by the show. For instance, the US Army’s Values statement includes the following: Loyalty, Duty, Respect, Selfless Service, Honor, Integrity, and Personal Courage, while the elements of Harmony in My Little Pony are Loyalty, Honesty, Generosity, Laughter, Kindness, and Magic. With a bit of creativity, one can easily see similarity between the two.
Because My Little Pony is made by Hasbro for young girls and features females as their “mane” characters, some consider it to be deviant for teen and adult men to like the show. As one Brony said, they’re sold on “the pink aisle!” Male Military Bronies at times suffer from the kind of stigma and bullying reserved for feminine men and, because they are also often assumed to be gay, homophobia. One Brony, for example, discussed how his platoon sergeant refuses to inspect his room because it is plastered with My Little Pony paraphernalia that the sergeant does not want to see or be near.
But it’s okay to be gay in the military now, at least policy wise. It may be that the repeal of “Don’t Ask, Don’t Tell” actually opened up space for Military Bronies. Before the repeal, love of My Little Pony might have been interpreted as a “tell” and punished accordingly, but today there can be no institutional response to soldiers’ sexual orientation, so stigmatization when it occurs seems to remain informal.
Male Military Bronies are a fascinating site of negotiations of masculinity in one of its strongest bastions. Along with their female counterparts they also represent an interesting new form of fan. I hope that my research will teach us a lot about how men negotiate gendered expectations and will check back in as my project develops.
And what does it have to do with the largest refugee crisis since World War II?
Grab the tissues:
In his book named after the idea, sociologist Stjepan Meštrović describes contemporary Western societies as postemotional. By invoking the prefix “post,” he doesn’t mean to suggest that we no longer have any emotions at all, but that we have become numb to our emotions, so much so that we may not feel them the way we once did.
This, he argues, is a result of being exposed to a “daily diet of phoniness”: a barrage of emotional manipulation from every corner of culture, news, entertainment, infotainment, and advertising. In this postemotional society, our emotions have become a natural resource that, like spring water, is tapped at no cost to serve corporations with goals of maximizing mass consumption and fattening their own wallets. Even companies that make stuff like gum.
As examples, Meštrović describes how our dramas and comedies feed us fictionalized stories that take us on extreme emotional roller coasters, while their advertisements manipulate our emotions to encourage us to buy. Serious media like the news lead with the most emotionally intense stories of the day. Our own lives are usually rather humdrum, but if you watch the news, you vicariously experience trauma every day. A cop killed another kid. An earthquake has killed thousands. Little girls are kidnapped by warlords. Immigrants die by the boatload. Do you feel sad? Angry? Scared? Your friends do; you know because of Facebook, Twitter, and Tumblr. Do you need a pick me up? Here’s a kitten. Feel happy.
Importantly for Meštrović, the emotions that we encounter through these media are not our own. The happiness you feel watching a baby laughing on YouTube isn’t really your happiness, nor is it your sadness when you watch a news story about a tragedy. It’s not your daughter who has treasured your tiny offerings of love for 18 years, but you spend emotional energy on these things nevertheless.
In addition to being vicarious, the emotions we are exposed to are largely fake: from the voiceover on the latest blockbuster movie trailer, to the practiced strain in the voice of the news anchor, to the performative proposal on The Bachelor, to the enthusiasm for a cleaning product in the latest ad. These emotions are performed after being carefully filtered through focus groups and designed to appeal to the masses.
But they are so much more intense than those a typical human experiences in their daily lives, and the onslaught is so constant. Meštrović thinks we are emotionally exhausted by this experience, leaving us little energy left to feel our own, idiosyncratic emotions. We lose our ability to detect our own more nuanced emotions, which are almost always small and mundane compared the extraordinary heights of grief, rage, lust, and love that we are exposed to when the news chases down the latest mass tragedy or the movies offer up never-ending tales of epic quests. Meanwhile, in consuming the emotions of others, we get lost. We end up confused by the dissolving of the boundary between personal and vicarious; our bodies can’t tell the difference between friends on TV and those in real life.
Meštrović is worried about this not just on our behalf. He’s worried that it inures us to real tragedies because our hearts are constantly being broken, but only a little. When we are triggered to constantly feel all the feelings for all the people everywhere — real ones and fake ones — we don’t have the energy to emotionally respond to the ones that are happening right in front of us. His work was originally inspired by the bland global response to the Bosnian genocide in the ’90s, but applies equally well to the slow, stuttering response — both political and personal — to the refugees fleeing the Syrian Civil War and the constant news of yet another mass shooting in America. The emotional dilution that characterizes a postemotional society makes us less likely to take action when needed. So, when action is needed, we change our Facebook profile picture instead of taking to the streets.
On September 1st I objected to the description of the Disney movie Pocahontas at Netflix. It read:
An American Indian woman is supposed to marry the village’s best warrior, but she years for something more — and soon meets Capt. John Smith.
I argued that, among other very serious problems with the film itself, this description reads like a porn flick or a bad romance novel. It overly sexualizes the film, and only positions Pocahontas in relation to her romantic options, not as a human being, you know, doing things.
Other Disney lead characters are not at all described this way. Compare the Pocahontas description to the ones for a few other Disney films on Netflix:
The Hunchback of Notre Dame. “Inspired by Victor Hugo’s novel, this Disney film follows a gentle, crippled bell ringer as he faces prejudice and tries to save the city he loves.”
The Emperor’s New Groove. “In this animated Disney adventure, a South American emperor experiences a reversal of fortune when his power-hungry adviser turns him into a llama.”
Tarzan. After being shipwrecked off the African coast, a lone child grows up in the wild and is destined to become lord of the jungle.”
Hercules. “The heavenly Hercules is stripped of his immortality and raised on earth instead of Olympus, where he’s forced to take on Hades and assorted monsters.”
I picked these four because they have male protagonists and, with the exception of Emperor’s New Groove which has a “South American” lead, the rest are white males. I have problems with the “gentle, crippled” descriptor but, the point is, these movies all have well developed romance plot lines, but their (white, male) protagonists get to save things, fight people, have adventures, and be “lord of the jungle” – they are not defined by their romantic relationships in the film.
We cannot divorce the description of Pocahontas from it’s context. We live in a society that sexualizes Native women: it paints us as sexually available, free for the taking, and conquerable – an extension of the lands that we occupy. The statistics for violence against Native women are staggeringly high, and this is all connected.
NPR Codeswitch recently posted a piece about how watching positive representations of “others” (LGBT, POC) on TV leads to more positive associations with the group overall, and can reduce prejudice and racism. This is awesome, but what if the only representations are not positive? In the case of Native peoples, the reverse is true – seeing stereotypical imagery, or in the case of Native women, overly sexualized imagery, contributes to the racism and sexual violence we experience. The research shows that these seemingly benign, “funny” shows on TV deeply effect real life outcomes, so I think we can safely say that a Disney movie (and its description) matters.
So, my point was not to criticize the film, which I can save for another time, but to draw attention to the importance of the words we use, and the ways that insidious stereotypes and harmful representations sneak in to our everyday lives.
In any case, I expressed my objection to the description on Twitter and was joined by hundreds of people. And… one week later, I received an email from Netflix:
Dear Dr. Keene,
Thanks for bringing attention to this synopsis. We do our best to accurately portray the plot and tone of the content we’re presenting, and in this case you were right to point out that we could do better. The synopsis has been updated to better reflect Pocahontas’ active role and to remove the suggestion that John Smith was her ultimate goal.
A young American Indian girl tries to follow her heart and protect her tribe when settlers arrive and threaten the land she loves.
Sometimes I’m still amazed by the power of the internet.
Adrienne Keene, EdD is a graduate of the Harvard Graduate School of Education and is now a postdoctoral fellow in Native American studies at Brown University. She blogs at Native Appropriations, where this post originally appeared. You can follow her on Twitter.
In a previous post, I wrote about a University of Illinois football coach forcing injured players to go out on the field even at the risk of turning those injuries into lifelong debilitating and career-ending injuries. The coach and the athletic director both stayed on script and insisted that they put the health and well-being of the scholar athletes “above all else.” Right.
My point was that blaming individuals was a distraction and that the view of players as “disposable bodies” (as one player tweeted) was part of a system rather than the moral failings of individuals.
But systems don’t make for good stories. It’s so much easier to think in terms of individuals and morality, not organizations and outcomes. We want good guys and bad guys, crime and punishment. That’s true in the legal system. Convicting individuals who commit their crimes as individuals or in small groups is fairly easy. Convicting corporations or individuals acting as part of a corporation is very difficult.
That preference for stories is especially strong in movies. In that earlier post, I said that the U of Illinois case had some parallels with the NFL and its reaction to the problem of concussions. I didn’t realize that Sony pictures had made a movie about that very topic (title – “Concussion”), scheduled for release in a few months.
Hacked e-mails show that Sony, fearful of lawsuits from the NFL, wanted to shift the emphasis from the organization to the individual.
Sony executives; the director, Peter Landesman; and representatives of Mr. Smith discussed how to avoid antagonizing the N.F.L. by altering the script and marketing the film more as a whistle-blower story, rather than a condemnation of football or the league…
Hannah Minghella, a top [Sony] executive, suggested that “rather than portray the N.F.L. as one corrupt organization can we identify the individuals within the N.F.L. who were guilty of denying/covering up the truth.” [source: New York Times]
I don’t know what the movie will be like, but the trailer clearly puts the focus on one man – Dr. Bennet Omalu, played by Will Smith. He’s the good guy.
Will the film show as clearly how the campaign to obscure and deny the truth about concussions was a necessary and almost inevitable part of the NFL? Or will it give us a few bad guys – greedy, ruthless, scheming NFL bigwigs – and the corollary that if only those positions had been staffed by good guys, none of this would have happened?
The NFL, when asked to comment on the movie, went to the same playbook of cliches that the Illinois coach and athletic director used.
We are encouraged by the ongoing focus on the critical issue of player health and safety. We have no higher priority.
I saw “Trainwreck” last night. The 7:00 p.m. showing at the 68th Street AMC was full. Maybe people had come just to get out of the apartment and yet avoid the beastly heat, but they enjoyed the movie. Sometimes the laughter lasted long enough to cover up the next joke.
The “Trainwreck” story is standard rom-com: Amy Schumer plays a young woman who rejects the idea of commitment and love. Circumstances put her together with a man she seems to have nothing in common with. You can guess the rest.
But this is Amy Schumer’s movie, so there’s an important twist – the conventional sex roles are reversed. It’s the man who is sweet and naive and who wants a real relationship; the woman has a lot of sex with a lot of different guys, drinks a lot, smokes weed, and resists love until at the end, she decides to become the woman he wants her to be.
Here is the R-rated version of the trailer:
What interested me was not the movie itself, but the reaction in some conservative quarters. For Armond White at the National Review, the movie triggered something like what Jonathan Haidt calls “disgust” – a reaction to the violation of strong taboos that surround things like food, sex, blood and other bodily matters, and death. These taboos are often arbitrary, not rational. Pork is an “abomination,” for example, because… well, because it is, and because pigs are “unclean.”
“Trainwreck” has no pork, but it does have what some find unclean.
Schumer’s tampon jokes and gay jokes, female versions of locker-room humor, literally drag pop culture to the toilet. A girl-talk scene set in adjoining restroom stalls — one revealing dropped panties, the other panty-less (obviously Amy) — is just Apatow using women to show off his indecency.
As a comedian and now as a filmmaker, Schumer talks about women-things: body functions and body parts. These jokes seem to elicit two different kinds of laughter. Back when researchers studying small group interaction were trying to code and categorize behavior, laughter posed a problem (see this earlier post). It could be coded as “Shows Tension,” but it might also be “Shows Tension Release.”
With Amy Schumer jokes, the male laughter is mostly a nervous, full of tension about a taboo subject. But the female laughter seems much less inhibited – tension release, maybe even a relief, as if to say, “Someone is finally talking publicly and frankly about things we could only whisper about,” since most of the time they have had to pretend to share the male taboo.
Indecency indeed. But something is indecent only to members of groups that deem it indecent. Some groups are not at all disgusted by pork. And for some audiences, tampon jokes and toilet-stall conversations about Johnny Depp movies are not indecent; they’re just funny. What audiences might those be? Women.
Take the tampon joke that the National Reviewer finds indecent. It would seem obvious that used tampons look different depending on where you are in your period – less bloody on the final day, more so a few days earlier. But at the mere mention of this fact in “Trainwreck,” hilarity ensues, especially among women in the audience.
The thing about taboos – ideas about what is indecent or disgusting – is that entire social structures get built around them. To violate the taboo is to threaten the entire edifice. Powerful taboos on women-things often go with male domination. So for the National Review, the “Trainwreck”reversal of rom-com gender roles makes the movie dangerous and subversive.
Here are some excerpts from the review just to give the flavor of this Purity-and-Danger-like conflating of taboo, female sexuality, and social/political threat to the established order (emphasis mine):
Schumer turns female sexual prerogative into shamelessness
the degradation of sex — and women
uses sex to promote feminist permissiveness.
She enjoys a sexual license
Amy brazenly practices the same sexual habits as men
Lacking . . . old-fashioned sense of shame,
It’s merely brazen, like Lena Dunham’s HBO series, Girls (also about a promiscuous female writer
Schumer’s film can be seen to distort human relations into smut.
This is not just disrespectful, it confirms Schumer’s project of cultural takeover,
she aims to acquire cultural power
Schumer disguises a noxious cultural agenda as personal fiat. She’s a comedy demagogue who okays modern misbehavior yet blatantly revels in PC notions about feminism, abortion, and other hot-button topics
I should add that not all conservative publications felt so threatened. Joe Morganstern at the Wall Street Journal gave the movie a warm review. Breitbart saw the movie’s essential conservatism (“The anti-slut message is a healthy one”) and praised Schumer as a comic actor. Still, the National Review piece seems emblematic of something broader in the cultural conservative camp: a taboo-like reaction to female sexuality.
SocImages has a Tumblr where all of the posts that pop up here (and more) get re-posted and go all over the internet. And a few days ago it gave me this post.
While I was working on the page, I saw a really interesting example of the kind of thoughtlessness that happens when designers aren’t thinking about all their potential users. Here’s a screenshot of what I encountered; it’s a timeline of all the things that had happened on the page in reverse chronological order, except the very top line, which is the interesting part. It reads:
SCREAM: You’ll never see it coming. TONIGHT.
Here’s a screenshot:
As a female and, more importantly a woman-on-the-internet, my first gut reaction was that I was going to have to forward it to the FBI. You see, it’s an ad for something on MTV — and I realized that in the 2nd second — but, in the 1st second, I thought it was someone threatening to kill me.
I don’t mean to be overly dramatic about this. Even in the 1st second, my reaction was more well, hell than omg I’m gonna die, but I do wonder whether the ad managers at Tumblr or MTV ever considered the possibility that this way of advertising might be genuinely scary to someone, even if just for a second. I wonder if the managing team has anyone on it who is also a woman-on-the-internet. Or anyone who’s job it is to specifically think about the diversity of their users and how different strategies might affect them differently.
One doesn’t have to be routinely subject to threatening comments and messages to have the reaction I did. I could be someone who just left an abusive partner, someone who’s been attacked before, a witness in a criminal trial, a doctor who performs abortions or, christ, a black preacher in the South. Or maybe just someone who doesn’t appreciate an advertisement that, through an intended double meaning, implies that I, personally, am about to be attacked. That’s not funny, or fun, to everyone.
This is one of the arguments for why businesses need diverse staff. Greater diversity — especially if everyone is explicitly given permission to raise issues like these — would make it far more likely that companies could avoid these gaffes and make products better for everyone.