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Showing posts from July 6, 2014

Why "Real beauty" campaigns are still missing the point

There is an ongoing trend on social media that speaks of empowerment and challenging stereotypes. Even some brands like Dove are supporting these ideas. They talk about "real women", they offer a variety of mothers, women or models or women of different shapes instead of the one type only. There are multitude of photographic projects to show stretch marks, bellies and hanging breasts in many occasions these campaigns are more objectifying than the worst sexist ad. And while we  women post and repost in fervour with a tear of joy, feeling vindicated after many years of being repressed by a system that tells us who to be, we often miss the obvious, the system is still telling us who to be and how to look…




These campaigns are still reinforcing that the most important attribute of a woman is her physical appearance, they are still telling her that beauty is an external concept that it has to be validated socially and defines who she is and what she will achieve. The message perpe…