I argue that Weight Watchers constructs gender by upholding strict binaries and making limited types of self available to women and men through depictions of food, the body, and technology.
I’m delighted to share a recent publication, which considers the knowledge and hyper-feminine identities produced in a sample of healthy food blogs.
My recently published article uses Vegemite as a case study to examine the cultural contexts in which advertising fails and triumphs, as well as the marketing process by which brands become icons, or not.
I’m thrilled to share that my article, “Toned Tummies and Bloated Bellies: Activia Yogurt and Gendered Digestion,” was recently published in CuiZine: The Journal of Canadian Food Cultures. I blogged about this project when I first completed it about a year ago and could not be more honored that it was selected as CuiZine‘s best graduate student paper in 2013 by a committee featuring the food writers, scholars, and researchers Maeve Haldane, Ian Mosby, and David Szanto. As I analzyed this probiotic yogurt that continues to populate the dairy case with its iconic green containers, I drew from print and online advertisements, product packaging, press coverage, and industry reports, as well as a variety of secondary sources that analyze digestion as a cultural act. When I first began this study, Jamie Lee Curtis served as a spokeswoman so enthusiastic that her commercials had become the stuff of Saturday Night Live parody. Most all Activia advertisements targeted women, many featuring feminine touches, from the product’s waist-like logo to commercials’ girly jingle—“Ac-tiv-i-aaaah!” Furthermore, whether a print ad or TV commercial, nearly every marketing effort …
While previously defined as just a room for cooking, the ideal of the trophy kitchen takes on a new meaning that centers status and is often disassociated from cooking and food preparation.