One of the most obvious ways patriarchy shows up is through objectification. As the Feminist Perspective said, women are consistently framed as objects meant to be looked at, evaluated, and consumed, while men are positioned as subjects who act, decide, and control. I don't think this relationship disappears when a woman is truly successful, confident, or seen. Honestly it becomes part of an expectation that her body must still be a part of the performance. Part of the reason why I am utilizing Sydney Sweeney here is the controversy surrounding her willingness to share her... assets with everyone around her. In the image above she is being honored at the 2025 Power of Women even at the Children's Hospital in Los Angeles. I don't feel as though a Children's Hospital Event is the appropriate place to show up in a nude dress... nonetheless men online everywhere praised her willingness to show off. If you were to read the comments on the posts online, the praise was fairly divided, men were ecstatic, and women were not impressed.
Here's why I have a problem with this kind of advertisement, when women are constantly framed through desirability, it starts to feel natural instead of a planned construction. Over time, it teaches audiences what women are for instead of what they are worth. It clearly assists in the shaping of how women are expected to see themselves. Patriarchy doesn't need to announce itself, it just needs to keep showing us the new normal until we stop asking questions. That's part of the reason that feminist criticism can be so invaluable, it forces us to notice the patterns that we would generally ignore.
The real question is if women are framed primarily through sexuality, how much room is left for us to exist outside of the limits the patriarchy gives us? Probably not much more than the room left in a pair of good jeans.
Nice post! I really felt that opening line because yeah - it is exhausting. What you said about women still being expected to perform desirability, even when they’re successful or honored, really hit home. It’s frustrating how that expectation never really goes away; it's just normal.
ReplyDeleteI also liked how you brought up choice, because that’s where it gets complicated. Women can choose how they show up, but those choices still exist in a culture that rewards being looked at. That makes it hard to call it empowering without hesitation.
And your last line about jeans was perfect. It sums up how limited the space still feels, even when things are supposed to look more progressive.
ReplyDeleteHi, you have an interesting post and a different perspective on the Sydney Sweeney American Eagle ad. When I first viewed the ad, I thought it was refreshing. It reminded me of the marketing techniques that were popular 20+ years ago, the denim, the storyline dialogue, and the celebrity endorsement. Those were marketing techniques from the 1990s. I feel the ad doesn't sell sex, instead it reflects on the 1990s and possibly the 1980s. In comparison to other ads that do, I feel Sweeney's is on the innocent side. What it does sell is another way to look at females, females properly dressed with a hint of mystery. Something that hasn't been seen in a while. Good job on your post and thank you for adding another perspective to the ad.