The Beauty Industry Made me do it

che1bb8dn_quc3a0_te1bab7ng_cho_ngc3a0y_valentine_c3bd_nghc4a9a.jpg
An advertisement for perfume for women featuring an extremely sexualized position and demonstrating the male gaze. The viewer of this ad must view the women through the eyes of a desiring man.

By Olivia Comstock 

John Berger in his famous television program Ways of Seeing said that, “Men act and women appear. Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. The surveyor of woman in herself is male: the surveyed female. Thus she turns herself into an object — and most particularly an object of vision: a sight.” This quote summarizes the problem of the male gaze and how it has influenced our culture. The intersection between the male gaze and the beauty industry has created a systemic expectation that women need to be beautiful in order to be successful, to have love, to have sex, and to be happy. This pits women against other women, men, and themselves, dividing them and alienating them. This is not about being confident, radiant, and beautiful on your own terms. Instead, this is about a systemic problem that women need solidarity with each other to overcome and destroy this expectation of beauty.

Continue reading “The Beauty Industry Made me do it”

Advertisements