Dove beauty and critical feminism
My recent experience as an exhibit attendant in a Winnipeg mall for “The Dove Real Beauty Photography Exhibit” offered an important lesson about the significance of articulate feminist analysis such as that provided by Jackie Esmonde in the last issue of New Socialist. The mass media portrayal of the beauty ideal is unquestionably very real to the crowds of mostly women who showed up in the thousands to visit the Dove exhibit. They were visibly and self-admittedly moved, inspired, grateful and overtly supportive and excited about Dove’s campaign. They openly praised Dove’s efforts with statements like “it’s about time” or “I have been following the campaign and love what Dove is doing.” A large number of women talked about the importance of the campaign in securing a better future for their daughters and it was not uncommon to see the eyes of women swell with tears of hope as they enjoyed the exhibit.
A general critique of the ideology of beauty or a healthy suspicion about the campaign’s real motivations of profit were apparently absent from everyone’s mind as they were allowed a few moments to entertain the possibility that they were being witness to the beginning of a new era. Though these responses should not be surprising in a time and place without any significant women’s movement, the experience was disheartening. Critical feminist analysis such as that offered in the last issue of New Socialist will be crucial to maintaining clarity in a time when ‘the word in the mall’ offers little.
Nicole Dzuba
