Seventeen, Self-Image, and Stereotypes

 

In this article, Bakari Chavanu writes about the, 

"pervasive and intrusive nature of advertising,"

 and "how it conveys certain values, messages, and ideas that 

often perpetuate sexist, racist, and pro-capitalist points of view." 

(Chavanu, 2016, p22)

She reflects on how her students are essentially billboards for the big name box-brands and marketing moguls. As consumers we often perpetuate the marketing schemes of large brands and companies without consciousness. We notice others wearing these brands and we follow suit in order to fit in. We unknowingly support companies with damaging marketing schemes and who may support cause for which we do not align with.

As a young teen I consumed Seventeen magazine. I wanted to wear what the celebrities were wearing. I copied their color schemes, I paid attention to their logos, and I strove to have the same glossy hair, poreless skin and thin bodies that they had. 

In the text, Chavanu takes an excerpt from Marketing Madness which outlines some of the problems with advertising. I have highlighted some of the key themes that stuck out to me from this list. 

(Chavanu, 2016, p25)

Killing Us Softly, is a series of documentaries that highlight the harm that advertisements, photoshop and digital editing has on its consumers. Some of the models even reflect on the changes that they see on the film by saying things like... I wish I looked like me. --meaning that even they can't look like the images that are portrayed of them. 

Killing Us Softly 4

"Although I don’t necessarily want my students to cancel their subscriptions to Seventeen, I do want them to see themselves as critically conscious citizens rather than manipulated consumers. " (Chavanu, 2016, p27)

B. Chavanu. "Seventeen, Self-Image, and Stereotypes". Rethinking popular culture and media. (2016) Rethinking Schools, Ltd: Second Edition. Retrieved from file:///C:/Users/katya/Downloads/RPC&M%20Textbook.pdf