|So today I got an email from a young high-school student in Australia, Patricia, doing a report on Third Wave and Women's Magazines. Because she heard somewhere that I founded Third Wave (true), she sent some questions and I did my best to answer. How'd I do?
1. What is your personal definition of "modern feminism"?
Any act or thought that leads to a safer, healthier, more equitable and enjoyable experience for women and the people who love them.
2. How do you think mainstream girls/women's magazines have impacted upon "modern" feminism?
Girl's/Women's magazines impact women positively and negatively. They provide a sense of community, a location for fantasies of glamour, a shared generational visual language, a heightened appreciation for fashion, and content that is relevant and helpful for girls and women, i.e. articles on breast cancer prevention, body-image issues, and the plight of women in other countries.
However, the magazines are at odds with their own goals of befriending the reader. By defining beauty in a limited way-white, thin, rich, overly-sexualized, and objectified-the magazines manufacture in girls and women a desire to alter ourselves, or, even worse, to question the worth and fabulousness of our own (i.e. not white, not thin, not rich) lives in comparison to those portrayed in the magazine. And because models don't speak, their fabulousness is all about how they look, not how they feel. The reader begins to see herself that way, to focus more on the external, "Do I look okay?' than on the internal, "Am I okay?"
Lately, my biggest concern with women's magazines is the rabid obsession with consumerism they espouse. It's not just about looking like the model, sharing the same silhouette or hair style, it's about being able to buy the two thousand dollar pair of shoes, the sublimely supple three thousand dollar handbag. The paper is slick, the photography flawless, the styling outrageously seductive. The end result: Where is my credit card? How can I make more money? What do I have to do to get that? All of which can undermine financial stability, career options, and self-esteem.
That said, as a sporadic reader of women's magazines, I believe readers can, with a healthy dose of restraint and mindfulness, have an interactive relationship with a fashion glossy. That is, the reader does not have to be a passive absorber of the messages of the magazine, but can pick and choose, based on their level of insight into these matters, which ideas and images to integrate into their consciousness. Readers can also read/look with a sense of irony and critique, changing the offensive material into a piece of cultural matter to be engaged and partially rejected, and not mindlessly shaped by. This line of thought is consistent with the Third Wave idea that women are not only victims, but agents in our own lives; our work as Third Wavers is not just to diminish victimization but to amplify agency.
3. What do you think of the direction that these mainstream magazines are headed in? Negative or positive and why?
Mainstream magazines depend on advertising dollars to survive, which is why the magazines reflect so directly the interests of those advertisers. Make-up, pharmaceutical cosmetics, fashion, etc., will continue to claim more pages, and meaningful, unsubsidized content will continue to fall away unless there is significant intervention.
As media empires are driven toward healthier trends by consumers-like green products and conflict-free diamonds-I believe we will see some positive change. Supporting the Dove campaigns for Real Beauty is one way to apply the needed pressure for change. Dove is having an incredible impact on women, girls and the industry at large by expanding the standard of beauty in their models, and initiating dynamic public discussion about the right for women to feel good about themselves as they are.
4. Is there a counter balance to whatever effects these particular mainstream magazines have? Any examples?
Women have to take responsibility for loving and accepting ourselves, period. There is an old Langston Hughes poem about a woman looking for her reflection in a sink full of dirty dishwater. We will never see ourselves if we keep looking to the wrong places for glimpses of our beauty. We live in an amazing moment. Never before have there been so many incredible women at our fingertips. From Frida Kahlo to Anais Nin, Yoko Ono to Angela Davis. With a simple Google search we can see some of the most brilliant and fashionable women in the world. These women of history should become our magazines, our friends, our mentors across time.
Other measures for counterbalance include education: readers should know who profits from the magazines and how the mags function as pieces of pop culture. Feedback about beauty and everything else should come from reliable sources that know and love us. Women and girls need to be involved in cultivating dynamic lives. I am learning French, swim as much as I can, study Tibetan Buddhism, travel as much as possible, read, cuddle with my partner and son. There is so much with which to build a life filled with happiness. The magazines can be an alternate world, almost like a drug, that delude one into thinking that happiness is in there, in that make believe world, rather than out here, in the life you have. Not true!
Exposure to international standards of beauty is also helpful. In Mali a woman is not considered beautiful unless she has a large forehead. To realize that different cultures have different ways of defining beauty helps us to understand that ours is also just cultural, just local, and not universal. This can be quite liberating.
I could go on and on, but we should also remember that women and girls choose to read women's magazines. Why not research what they like about them, and then create a magazine that includes those aspects while transforming the others. SASSY magazine was very successful at this, partly because young women made it themselves. What about non-profits or patrons coming forward to support pro-woman, content-positive pages in women's magazines without losing some of the other elements that make the mags pop?
What about enlightened beauty product companies, again, like Dove, nudging editorial in a more healthy direction? Or maybe Dove can found a magazine in the same way Oprah did, based on their already successful campaign concept? I'd read that.
5. Do you believe that magazines aimed at teenage girls/young women encourage them to foster unrealistic expectations? If so, what?
I am troubled that glossy mainstream women's magazines suggest that by dressing, looking, and spending a certain way, the girl/woman will be assured respect, love, success, adoration, and attention; in short, a fabulous life. In real life fabulousness is more about balance, choice, access, safety, opportunity, intelligence. It's way more complicated than the way it looks in a magazine spread, and it takes a lifetime of hard work-internal and external.
6. Any extra comments/ remarks?
It's important to remember that the adornment and objectification of female beauty is an ancient ritual; women's magazines are only contemporary versions on a theme dating back to before Nefertiti donned her exquisite crown and applied her dramatic eyeliner. Critiques of the magazines are absolutely justified, but should be carefully considered. Female beauty will always be powerful, we just want every woman to feel and own that power.