(we'll come back to the fat dog later)
This is a term that is near and dear to many of my scholarly peers' hearts. And it is ALL OVER this article (linked above) as well as tons of Facebook conversations about the Super Bowl commercials from last night.
What is heteronormativity, you ask? Heteronormativity--in Cortnie-terms, is when your society is under hegemonic-ly heterosexual values. Therefore, the NORM is that everyone is straight and that every woman likes men and every man loves hot women. How is our society heteronormative? The advertising, among other things, of course!
Sooo, did you watch the Super Bowl?
So, NPR posted an article today (linked above) about hidden themes of the commercials. They named their first two hidden themes (I'll talk about one of them later) and the third is, undoubtedly, sex. They then posted two out of the MANY commercials:
I saw a TON of threads today on Facebook about the commercials, so I can't necessarily quote where I saw every single mention, BUT there were people jumping for joy that David Beckham was being sexualized in a commercial, saying things like finally it's not just women! Women aren't the only ones being objectified! Woo, we've won. Um, no. Women are objectified in random ass commercials, like fucking yogurt commercials or commercials for salad. How, you ask? The women in those commercials are just so damn excited about yogurt, all smiles, which feeds into the notion and popular idea that women should just constantly be smiling. How bad could it be to be a woman?
I digress. Whatever the sexism, this article really pissed me off. Underneath the David Beckham video, the NPR article writer, Linton Weeks, says, "Some of this year's spots are steamier than a pot of lobsters. H&M appeals to women with this David Beckham ad." Um.. huh? I'm sorry, no I didn't mind the commercial, it's a nice change from only seeing naked women (even though NO ONE should be objectified or hypersexualized) BUT I have this strange, thumping feeling that maybe, just MAYBE some gay men watch the Super Bowl and maaaaybe.. just maybe H&M knew that and was appealing to not just women but also to men that like men. Maybe? Also, in saying that H&M was appealing to women with their ad, does that mean lesbians aren't women? Do you have to like men to fully be a woman? Think about that.
Another thing I want to talk about is the Volkswagen Fat dog commercial.
Awesome for this.. dog.. wanting to get into shape to chase this car. But, in the beginning, Volkswagen is giving off the impression that you're supposed to want to laugh when this fat dog is trying to work out. Even I giggled. What's wrong with that picture? Fat dogs (or people) aren't supposed to work out because well, they're fat, and when they try to maybe improve their mobility or health.. people in better off conditions just laugh? That's probably the top reason why many fat people don't go into gyms or walk on the streets for simple exercise, that's at least true for me. There's something else irking me, I'm not sure how to pinpoint it... but.. this dog's life is apparently SO MUCH better after it loses weight. Even though Volkswagen isn't blatantly saying GET THIN GET THIN, it seems like their trying to say something.
So, there ya are. What do you all think?