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.
My book Diners, Dudes & Diets: How Gender & Power Collide in Food Media & Culture will be published in fall 2020 by the University of North Carolina Press. Analyzing pop culture like dude food and the dadbod, Diners, Dudes & Diets tells an insightful and contemporary story about food, health, media, and the contest for our identities. During and after the Recession, gender norms shifted in American culture, resulting in a moment of gender crisis that opened the door for industry to target men in new ways. I reveal how the food, media, and advertising industries used the concept of “the dude” to sell feminized products to men. Brands deployed the dude to sell everything from men’s cookbooks and Guy Fieri to diet sodas, yogurts, and weight loss programs. I demonstrate how twenty-first-century gender crisis played out through food—and how understanding that process might help all of us to find more joy and justice in our media lives.
Spring has finally sprung in New England and tomorrow looks to be a great day for the Boston Marathon. Luckily, I’ll be able to take some time to enjoy Patriots’ Day because I’ve spent the last few weeks glued to my desk chair, pounding out the second draft of my thesis, which examines the marketing of weight loss programs to men. Here’s a little taste… Over the past decade, much has changed on the twenty-first century landscape of dieting, as the “low carb craze” of Atkins and South Beach made way for today’s Paleo Diet, evangelizing the diet of Stone Age hunter-gatherers and encouraging dieters to “eat like a caveman.” Perhaps no change is more notable, however, than the new target audience of weight loss programs—men. Considered a masculine food in cultures the world over (Jensen and Holm 1999), the high intake of meat in low-carbohydrate diets made the Atkins and South Beach diets more popular among men than conventional low-fat diets. While men joined these diets in new numbers (Weinbraub 2004), Men’s Health Magazine …
Emily Contois 