• 02:01:15 am on November 24, 2006 | 1

    http://demo.fb.se/e/girlpower/ Here’s another body image campaign called “The ‘Why’ Campaign” made possible by the Ministry of Health and Social Affairs from Stockholm, Sweden. It’s another initiative against media and its effects on body image. In particular they target a younger age group, which emphasizes the urgency of conveyed norms and values in our society. The campaign’s goal is to have the general public question and be critical about mass media, and it tries to do so by allowing viewers to directly email the person in charge with that particular advertisement or media establishment. The concept works on several levels, but has areas of opportunity. It works because by voicing the public’s concerns to that particular person in charge it could possibly have some effects on the next decision he/she will need to make for future campaigns. However, at the same time ad agencies could use those comments against people like me, because it places everyone else in an extremist position with no grey areas to debate upon, or is there? Then of course there are campaigns such as Dove’s Campaign for Real Beauty http://www.campaignforrealbeauty.com/, which directly targets those who are in those extremists positions. It will take more than a realization to transform years of social conditioning into what we define as “real beauty”, and unfortunately standards do exist in our society as they do help maintain social order. Think about how hard it would be for us to get along if we all had different views of what beauty means? Are we then questioning the definition of beauty or the existence of that word?

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Comments

  • kuen 12:05 am on May 9, 2007 | # | Reply

    well though globalization has homogenized most of our experience, different cultures does have different values of aesthetic beauty. Likewise, given compariosn betweeen the Victorian times, or even ancient Chinese painting, these so called ‘beauties’ of that social context and era would be perceived as rather different to what we modern day society would term as beautiful would’nt you say? Another point that comes to mind, beauty pageants. They are but a construct of an imported Western culture, the criteria for judging beauty should not be limited to a swimwear, nightgown and a Q&A.


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