bodies

Disclosure: My dissertation, called “Female Genital Mutilation” in the American Imagination, is about how different U.S. constituencies (mainly doctors, activists, journalists, and academics) have framed female genital cutting over the past 30 years.  I offer this context for the images below (submitted by Craig C. and Breck and found via boingboing and adsoftheworld):

There is great conflict among feminist activists over how to go about decreasing the prevalence of “female genital cutting,” better known to most as “female genital mutilation.” One of the reasons for this conflict is the tendency of “Western” feminists to impose their own worldview onto communities where we find cutting (mostly among some ethnic groups in Africa, but also found in the Middle East and Asia). For example, the importance of sexual pleasure derived from the clitoris, and the relationship between orgasm and women’s liberation, is a central tenent of post-second wave feminism in the West. From this perspective, reduction of the external clitoris (clitorectomy) appears particularly horrendous and an obvious sign of women’s oppression. However, many women who are part of communities where cutting occurs find this logic to be irrelevant to their lives. Sexual pleasure takes a backseat to the benefits that come with cutting for the women themselves (group membership, attainment of adult female status, marriageability, becoming fully feminine — it varies tremendously, but be sure that the practices are important and meaningful in their own contexts). In any case, if “Western” feminists are going to try to “help” women in other parts of the world, many women say they’d much rather have clean drinking water and freedom from penalizing economic policies imposed by the U.S., than sexual pleasure. (I should point out, by the way, that whether and which and how much genital cutting practices actually do eliminate sexual pleasure and orgasm is hotly debated.)

These images are part of a campaign to raise awareness about and opposition to female genital cutting in Spain (I editorialize below):

I try not to get too emotional on this blog, but this hits me right where it hurts, and I find these images utterly appalling. The idea, of course, is that when women’s sexual pleasure has been excised (and remember, this is a controversial assumption) they feel nothing, but the implication is that they ARE nothing. These ads suggest that women who have experienced genital cutting are equivalent to fuck toys. Everything else about them disappears in these ads.  They are completely defined by the status of their genitals, and the status of their genitals is the status of their souls.  Even if it is true that these women no longer experience clitoral orgasm, or even experience pain during intercourse, they are still multidimensional human beings who love others and are loved by those around them for their uniqueness and individuality… yes, even the men they sleep with. 

What a horribly offensive ad campaign. The fact that it is likely made for people in Spain and may never be seen by women who are genitally cut makes it no less offensive.  Instead, it is an excellent example of the kind of ethnocentric, arrogant transnational activism that makes people in the West look like total assholes. 

I should clarify: I am making these observations as a sociologist, not as an activist.  I do have opinions about various sorts of male and female genital cuttings, but that’s not my point here.  My point is not whether or not FGCs are oppressive to women or whether individuals in the West should be involved in eradication efforts.  My point is to interrogate how we go about expressing opposition and intervention.  There are many ways in which to go about this.  As you can tell, I do not particularly like this one.

UPDATE: Racialicious made my day when they asked to repost this post on their own blog. It is well worth taking a look at how different the comments are here versus there and thinking about what that means.

Larry brought my attention to Save the Ta-Tas, a breast-cancer awareness company. I can’t quite decide what to make of them–the website says a “portion of gross sales” is contributed to fighting breast cancer, but not how big of a portion. So presumably you are fighting breast cancer by paying $24.95 for t-shirts like this one:

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I assume it’s a for-profit company. And the t-shirts are kind of funny, and they’re bringing attention to a worthy cause. And yet it’s another example of consumption as activism (see here, here, and here; there are other examples if you search under the “activism” tag). I mean, you could just donate $25 straight to a breast cancer awareness organization and know all $25 went there, as opposed to knowing some unspecified “portion” of it did. I guess if you’re going to buy a t-shirt anyway, you might as well buy one that will provide some money to an organization you care about, but if your interest is in actually funding breast cancer research, there seem to be more efficient ways to go about it.

On the other hand, I am fascinated by this product:

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Despite what your dirty little mind might be thinking, the website informed me that Boob Lube is to be used for breast self-exams. Why you would need lube for that, I cannot say.

Thanks, Larry!

NEW: 73man pointed out the Irish Women’s Health Care “Two Tits and a Vote” campaign to get people to demand that politicians help provide more access to breast cancer screening. Here’s a photo from the campaign:


Note that the Mona Lisa stamp in the background has huge boobs.

This campaign is unlike the first one because it’s not attached to a corporation, as far as I can tell. But it seems like there would be a way to bring attention to this issue without using the body of a model-thin women with big boobs.

Then again, I guess maybe those are the type of boobs politicians would be most worried about being damaged.

Thanks, 73man!

These Slim Fast ads (found here) target soon-to-be-brides:

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Thanks to Laura L. for sending these in!

In this ad for Bud Lite, we see a reversal of the usual gender pattern–in this case, a woman has x-ray vision and uses it to imagine what men look like under their clothes. When a chubby man appears and she sees his body under his clothes, she’s disgusted and looks away:

[youtube]https://www.youtube.com/watch?v=cOEMI8HRhlA[/youtube]

An interesting example of men’s bodies under scrutiny.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

This ad reminds women that they need to get their bodies ready before Rehab–and no, not that kind of rehab; it’s a big party being put on here in Vegas. Without new boobs, you simply won’t be “ready”–i.e., attractive enough–for this event. This could be useful as a really extreme case of ads that try to make people feel inadequate and provide a solution in the form of a product or service.

And as far as I can tell, what you’re supposed to be “ready” for is to be sexually available–she’s pulling her bikini bottom down and has a seductive look on her face.

Also, notice the doctor is having a “buy one, get the second 1/2 off” special if you bring in a friend. So women should encourage each other to feel uncomfortable about their bodies.

From Las Vegas Weekly.

It seems the food-and-sex-themed images just won’t stop coming! In these astroglide ads, women (and men?) are nothing but a slick, tasty slit and hole (found here):

And Andrew sent these Puma ads (found here) (look closely):

NEW (Feb. ’10)! Софи А. sent along a similar ad campaign:

Also in sexualized food: mustard and ketchup are sexy, do you desire white meat?, hot dog!, and a whole slew of examples.

Here’s a strange Australian ad for U, a feminine hygiene product. It shows women hanging out with beavers…the animal type, of course. Men look on approvingly, so I guess the message is if you take appropriate care of your girly bits, men will like you.

Here’s the website.

Might be good for a discussion of hygiene and women’s bodies or the history of feminine hygiene products and the way we think about menstruation.

Thanks, Patrick C.!


Notice it’s melon-flavored gum.