Ngokushintshashintsha kwekusasa, kwavela izincwajana zomsunguli kadoli kaBarbie njengoba nje umkhankaso wokukhangisa wamaRandi ayizigidi ezingu-50 waqala ngomuthi wokulwa nemibimbi onegama elihlanganisa ngenkumbulo igama elithi โbotulismโ nelithi โtoxin.โ Imijovo ebizayo ye-Botox isivele idumile phakathi kwabesifazane abafuna ukususa imigqa ebusweni babo. I-ad blitz yamaphakathi no-2002 ngokuqinisekile izothuthukisa umkhuba.
Abesifazane baseMelika abaneminyaka ephakathi kuka-30 no-64 yibo okuhloswe ngabo kuqala, kanti amaphesenti angama-90 kubo azoshaywa ngezinkundla zeBotox izikhathi eziyishumi. Yethulwe ngesakhiwo esikhokhelwayo kumagazini Wabantu ngeviki lokuqala likaMeyi (โAkuwona umlingo, i-Botox Cosmeticโ), izikhangiso zokuphrinta zisebenzisa izithombe zangaphambi nangemuva. Izikhangiso zenethiwekhi ye-TV nazo ziyingxenye yomkhankaso.
Emiqondweni eminingi, siphila enkathini yangemva kokulwela amalungelo abantu besifazane lapho ukugxeka ukucwasa ngokobulili kuyi-anachronistic. Abantu abakhononda kakhulu ngezithombe zabezindaba zabesifazane bakulungele ukugconwa โngokunemba kwezepolitiki.โ Kodwa olunye uhlobo lwe-PC - lokho okungase kubizwe ngokuthi "ukulunga kwezinzalamizi" - kuyaqhubeka nokuchuma namuhla njengensika yemidiya, hhayi kuphela ezindaweni zokukhangisa nokuzijabulisa okukhulu.
Uhlelo luka-April 29 lwe-Newsweek, lubheke phambili kwesithi โIzinkampani Zesikhathi Esizayoโ nesithi โIhhovisi Lakusasa,โ lwaveza owesifazane oyedwa esembozweni. Sisebenzisa uhlobo oluthile lwegajethi yesikhathi esizayo, lesi sisebenzi sasehhovisi sasimncane kakhulu futhi sigqoke izithende eziyisipikili esingamayintshi amaningana njengoba sihleli esihlalweni esibonisa ngale esinokufana okucashile kodwa okuhlukile kwengilazi ye-martini.
Naphezu kwayo yonke inqubekelaphambili yamalungelo abantu besifazane kanye nezindima zobulili eziqinile phakathi namashumi ambalwa eminyaka adlule, kuyajabulisa ukubuka kabusha ukuvezwa okujwayelekile kwabantu besifazane kwabezindaba. Ukuhumusha okujulile kobuhle bokuthi kusho ukuthini ukuba usizo wesifazane ukuchaza ukukhanga kwezithombe ze-Botox ezibiza cishe u-$500 futhi zingasebenzi phakathi nezinyanga ezine.
Lapho sicabanga ngabantu esibathandayo, cishe asikhathazeki kakhulu ngemibimbi yabo. Kodwa ukuvuthwa kuyaqhubeka, futhi kwaqala ekuqaleni. Emphakathini obonakala ulwa nemvelo - kuyilapho imiphumela isukela ekucekeleni phansi kwe-ozone kuye ekungcolisweni kwamanzi kuya ezitshalweni ezifakwe izibulala-zinambuzane - kunengqondo ukuthi ubutha obunjalo buzodlulela emizimbeni yethu.
Ngemuva kokuthi uRuth Handler, 85, ongumdali weBarbie, eshonile ngasekupheleni kuka-Ephreli, ezinye izindaba zaphawula ukuthi uBarbie's plasticized - futhi wahlotshaniswa - izilinganiso cishe zazingenakwenzeka ukuthi amantombazane aphile. I-New York Times yabika ukuthi โukube unodoli ongu-11 1/2-intshi ubengamafidi amahlanu no-5, izilinganiso zakhe bezingaba ngu-6-39-21.โ I-Daily Telegraph yaseLondon ibeke lesi sibalo ku-33-39-18.
Ngokwe-Times, โesinye isazi sezemfundo sabala ukuthi amathuba owesifazane okuba nesibalo sikaBarbie ayengaphansi kwelilodwa kwabangu-100,000 XNUMX.โ
Izitayela ziyashintsha. Futhi engxenyeni yesithathu yekhulu leminyaka elidlule, amagagasi amasha e-feminism aye agxeka ngokuphumelelayo okuningi kokulingisa okulimazayo okunjalo. Singase sikhethe ukucabanga ukuthi izinto ezingenangqondo ezifana no-Barbie zishiywe yi-oh-so-sophisticated media yekhulu lama-21. Kodwa ukuqonda i-Cosmopolitan manje kuma-racks kuwukuvakashela i-matrix "yokuqukethwe" nokukhangisa okungaphezi - futhi kungene imali - ukuthatheka ngokufuna ukulinganisa izithombe eziqhutshwa abezindaba.
Emuva ngo-1985, umhleli wodumo lweCosmo uHelen Gurley Brown wenza isitatimende esingagunci mayelana nobudlelwano phakathi kwezihloko zomagazini wakhe kanye nenzuzo yawo yezikhangiso: โNjengoba ngivela ezweni lezokukhangisa mina ngokwami, ngicabanga ukuthi 'Ubani odinga umuntu okhokha izigidi zamaRandi ngonyaka. ukubuya ngikulume eqakaleni?'โ Ngaleso sikhathi, iCosmopolitan yayigxekwa ngokunyathelisa izikhangiso zikagwayi kuyilapho ingazibandakanyi nezihloko ezikhuluma ngemiphumela emibi yempilo yokubhema.
Namuhla, ukuphawula kukaBrown kusasebenza ngokujwayelekile emithonjeni yezindaba ejwayelekile - ikakhulukazi ithelevishini nomagazini - maqondana nezikhangiso ezingenakubalwa. Isamba esikhulu samadola singena sivela kubakhangisi abazimisele ngokugxilisa ukungajabuli kwabesifazane ngemizimba yabo futhi sithembisa ukukhululeka uma kuphela owesifazane ezimisele ukuhlukana nemali ethile. Khonamanjalo, imithombo yezindaba ayivamisile ukubekela inselele imibono engashiwongo kanye nokukhohlisa okubangelwa ukukhangisa.
Izikhangiso eziphikisana ne-Satiric kumagazini wakamuva we-Adbusters zihlanganisa ikhasi eligcwele eligcwele ukuvala amasethi amabili ezindebe kanye namagama athi "Ukufuna ukuphelela kungamandla ayingozi emphakathini wethu." Lowo mugqa wethegi ucela ukuphenya umbuzo wokuthi sisho ukuthini ngokuphelela. Izikhangiso ezigcwala imidiya egcwele zilokhu zithi zinikeza imikhiqizo emangalisa kakhulu; zisebenza njengezinye futhi esikhundleni sezinto eziyinkimbinkimbi zemvelo.
Ama-veneers emidiya avame ukucwazimula ngokuhlonishwa okuphezulu kwabesifazane. Nokho izinkomba ziyanda zokuthi iningi lemibono yemboni yokukhangisa yezithombe zabesifazane eziqanjiwe isekelwe ekwedeleni abesifazane bangempela - labo, njengemvelo iyonke, okumele bantule uhlobo lokufana okukhiqizwa ngobuningi okungapakishwa futhi kudayiswe kalula.
Imiyalezo yemidiya engapheli idlulisa ukucabangela okunenkani kokuthi abesifazane abasoze balunge ngokwanele, kodwa kufanele baphile futhi bathenge - futhi ekugcineni bafe - bezama. Okokuqala Barbie, bese Botox.
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Incwadi kaNorman Solomon yakamuva ithi "Imikhuba Yemidiya Ekhohlisa Kakhulu." Ikholomu yakhe ehlanganisiwe igxile kwabezindaba nepolitiki.