"Most progressive developments in the media, of course, are driven by market considerations rather than social conscience. So, for example, the fact that 49 million women are size twelve or over is clearly the motive behind new, flesh-normalizing campaigns created by ”Just My Size” and Lane Bryant. These campaigns proudly show off unclothed zaftig bodies and, unlike older marketing to “plus-size” women, refuse to use that term, insisting (accurately) that what has been called “plus size” is in fact average. It’s a great strategy for making profits (I know they’ve got my ten bucks), but a species of resistance nonetheless. “I won’t allow myself to be invisible anymore.” These ads proclaim, on our behalf. But I won’t be made visible as a cultural oddity or a joke, either, because I’m not. I’m the norm.” The amorality of consumer capitalism, in its restless search for new markets, new ways to generate and feed desire, has also created a world of racial representations that are far more diverse now than when I wrote Unbearable Weight."
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Original Language: English
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Susan Bordo, “Unbearable Weight: Feminism, Western Culture and the Body”, Berkeley and Los Angeles, CA: University of California Press, 2003 pp.xxx-xxxi
https://en.wikiquote.org/wiki/Mass_media
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Mass media
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