Week 5: socially constructed "appropriate" sex

American Apparel is the epitome of a sexualized clothing brand. Their use of half dressed women to sell clothing has been extremely effective within the united states fashion mainstream. The clothing has associated itself with an entire subculture and has made use of the attention that it gets. The new age "hipsters" have embraced this brand and simultaneously created a stigmitism around the brand.


This is a world where weight matters, young is beautiful, marriage is the ultimate end, and a woman's reproductive organs are of utmost importance, yet should be private and personal. The topic of childbirth does not in itself sell products, but sex does. Absolute has prided themselves in a campaign of truth, they strive to show the absolute truth and end. This suggestive ad is telling the audience that "true taste3 comes naturally" as in a females natural state is ideal in an absolute world. This is contradictory to popular media but stays in line with absolutes quest to shock and awe.




Scantily clad women seem to be appropriate within all mediums. The norm within fashion magazines it to show alot of skin. The gender-role stereotypes pervasive in women s magazines is so strong that one of the most powerful women in our culture right now is unable to break the trend. Michelle Obama, the first African American first lady is renowned for her strength in saying what is on her mind at all costs. During the campaign she spoke out against the petty politics and continues to be a strong role model for millions of young women. When we see her sexualized pose on the cover of vogue it reinforces the norm, that to obtain full respect you must maintain your sexualized femininity. Michelle's image on the campaign trail was much different.


The discussion between father and son regarding sex has previously been stigmatized. Societal norms about masculinity as a rough and tough exterior, void of emotions have pervaded popular media. Adolescent males have been left to fend for themselves and learn what they need to know on their own. This previously constructed view of male adolescence is outdated. In the information age kids have a working knowledge of sex through the media at a young age.