Deconstructing “real” women: Young women's readings of advertising images of “plus-size” models in the UK

Abstract

Critical feminist researchers and others have amply elucidated the perniciousness of contemporary Western beauty ideals and, particularly, the near-ubiquitous idealisations of slenderness. In this context, the advent of media images featuring “plus-size” models has been rightly heralded as a welcome challenge to this hegemony. Yet, little attention has been given to women's interpretations of these images. In this brief report, we outline a preliminary exploration of young women's views about advertising images featuring “plus-size” models in the UK. We used a discourse analytic method to analyse 35 young women's responses to a qualitative questionnaire asking for their views and feelings about three adverts featuring “plus-size” models. Our analysis suggests that, while the models were positively construed, participants also drew on distinctly conservative notions of femininity such that romanticised constructions of a “plus-sized”, traditional and domestic femininity were contrasted with a highly pejorative framing of “stick thin” women as vain, vindictive and self-obsessed. Our analysis thus indicates how representations of women focusing on body weight and shape can, even when reclaiming “fat” or “plus-size” bodies, mobilise derogatory and constricting rather than empowering constructions of femininity.