We’ve been talking about the Earth Charter in this class for several weeks now and I can’t help but reflect on that first day of discussion. When we were divided into groups I must admit I did not feel like we even began to get as far into analysis of the Earth Charter as we wanted to. One of the most prominent principles that came up in our discussion was “Affirm gender equality and equity as prerequisites to sustainable development and ensure universal access to education, health care, and economic opportunity.” It struck my group that men were not even mentioned in the “gender equality” section of this document. Even in the subsections that outline how to accomplish this equality only women are mentioned with one reference to men only under the pretext of “families.” But that doesn’t really make sense. If we are seeking to “affirm gender equality” then we need to talk about genders, not just women. So just how is food marketed to different genders and what does that say about the way we view men and women in our society?
In order to help us determine just where we currently stand on gender issues, scholars often turn to the world around us and media provides sociologists with a lens to view society. In order to see the way food is marketed differently to men and women, there are two video’s currently broadcast on YouTube that I would like to analyze. The first is "Target Women: Yogurt" and the Second is "Baby Carrots, Eat 'Em Like Junk Food: Extreme". The first video critically examines how yogurt is marketed to women. Yogurt was once simply a snack food, stocked with nutrients and marketed as a healthy and of course fast alternative to other breakfast foods. Now yogurt is the food for women, because “clearly” they are the largest part of society that needs to focus “dieting.” Women are told that yogurt is not only convenient but its also only natural as a woman to be drawn to this food. Much like “shoe shopping and burning your bridesmaid dress”, yogurt is a staple to life if you’re female. Personally I do not find anything innate about eating yogurt. In addition, in recent years yogurt has become strongly tied to dieting. Its nearly impossible to find a yogurt that isn’t “99% fat free” or “Lite and Fit.” These companies are targeting a very specific audience and it’s working. Many women are concerned with their weight and body image. It’s important to keep in mind that these marketing techniques are used because they are effective. So really these commercials are simply a reflection of our societies pressure on women about their body image.
So again, is gender all about women? Sure its easier to focus on the disadvantages facing women in our society but that isn’t to say men don’t suffer under societal pressures in a variety of ways as well. The second video is a parody of how many foods and products in our society are marketed as “Extreme.” I’ve noticed that often times these commercials are stocked with men, many hyper-masculine. These men are often enjoying activities such as videogames, driving cars, playing sports, etc. Again socially accepted activities for the appropriate gender are used to make a connection with their target audience. But are sports and video games really all it means to be a man? And honestly with that mentality what can we expect from young boys in the future?
Both of these video’s may be fun and amusing to watch, and I encourage you to watch more videos produced by these groups. But next time you do watch these or any other form of advertising that focuses on food, really watch it. Think about the messages we are receiving on a daily basis and what it means about the world around us.
Oh, what a great blog, Casey. Funny, but I was thinking about writing on gendered food too. I have to admit, that before taking gender and food class, I never even bother to think about this issue, and as you say “think about the message we are receiving on a daily basis and what it means about the world around us.”
ReplyDeleteThere is interesting article “The truth about men, women and food” http://www.guardian.co.uk/lifeandstyle/2010/oct/17/gender-eating-men-women
Author discuss if men and women need different diets, where the ideas of gendered eating came from and what does it mean “masculine” or “feminine” presentation of food. Very interesting article – strongly recommend to read it.
“Dr Bell, whose work on food consumption concentrates on how we use food to work out who we are, makes this very clear: "'Nature' isn't natural. It's cultural. It's a story we tell to help us understand the world, and it's powerfully appealing in our post-Darwinian, secular culture. We need ways to explain the world and who we are, and nature, via science, gives us that." Tastes change over time, he says. Partly due to the availability of foods, and partly due to the "tastemakers" of a time, the people who guide the rest of us through ideas of class, culture, and indeed gender. But whatever the historical period, the diets men and women choose tell us a story about gender at the time. For example, the idea that men need more calories than women, or can drink more alcohol, "These are cultural stories about gender. Partly to do with the gendered division of labour, partly to do with the construction of the gendered body."
One interesting discussion in this article is about why we have separation between men’s and women’s food – because we have different needs, different cravings, because it’s “natural”? Or “men don’t eat steak because they are men, men eat steak to show they are men. Women aren't hard-wired to crave dessert – we've learned that women crave dessert, so we follow, mouths open.”
We are products of our culture. “Gender, like nature itself, isn't 'natural', it's something we 'do'. And we do it all the time, which means we do it when we eat. We learn our tastes, and part of that learning is gendered."
Casey, I never really thought of the marketing of yogurt but I, as a man, do not even eat yogurt. I cannot even remember a commercial for yogurt where there is a guy enjoying a cup of fat free yogurt. It is a gender biased adviretisement scheme to make women feel the need to eat the stuff. I for one can use a diet plan and I try different diets pretty much all year. During the planning of my diet menu I never once considered eating yogurt because it is not implanted into my brain for being food. I was wondering if there are any other foods that are strictly advirtised for men or women? I am sure there is but my lack of knowledge on this has me thinking. My next plan for a diet I will certainly look into some more options. I enjoyed this blog.
ReplyDeleteCasey, great blog! I was just watching all of these yogurt commercials today, and was thinking to myself, "this would make a great blog!" You bring out an interesting point, that I did not notice before. The Earth Charter states, "Secure the human rights of women and girls and all violence against them" Are we to ignore the violence against men and boys? How about letter b. which states, "Promote active participation of women in all aspects of economic, political, civil, social, and cultural life as full and equal partners, decision makers, leaders, and beneficiaries." Where did the men go, are they not welcome on the Earth Charter? I agree with you that it may be easy to point out gender inequality for women, but that does not mean that injustice against men does not exist; and I am glad that you pointed this out, but now I would like to know why the Earth Charter left out men from gender equality.
ReplyDeleteCasey, your blog is really enlightening. I had never thought about gender equality and food. With gender issues I had always thought about the workplace, the home, the rights but never food. When I was watching the youtube videos that you posted I started noticing how food commercials do focus on one gender and it should be both genders when relating to food. Also when I was watching t.v. I noticed more and more commercials did the same thing, like a commericla about eating on football days, they only show men and show how masculine they are but in reality, I could be wanting to eat and watch the same exact thing as they are. Now it is another thing as people that we have to overcome and get people to realize that food also has gender issues.
ReplyDeleteCool blog, Casey. I was pleasantly surprised by the funny videos. I laughed and disturbed a few people at study hall. But i was also glad gender was brought up in a blog. Definately a huge issue in food advertising. I remember thinking about it watching a Special K cerial commercial. And it definately does work, both my mother and my sister only eat the stuff. I also like that you included the male side as well. Anoter really good example of gendered foods are protein and nutrition bars for men and women. Its unmistakable. A gender and food section would be a good addition to the class ;)
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