Archive for October, 2013


In Elizabeth Wilson reading on Feminism and Fashion, we get to look into the world of women in the public eye. As well we also look into the discourse that comes with females being in the public eye. Basically we learn about the stereotypes and ideologies produced of women and how the female identity is socially constructed. WLU’s CSA (Communication Student Association) posted this link on their Facebook page, and I feel it is relevant to share with everyone regarding this topic. The video is similar to the Dove “real beauty” video that was released a few years ago. Where a video representation show all the changes a models appearance goes through in order to be “ad” ready. However, this one is a representation of the whole body. Although I have seen the Dove video many times, I still found this new Power of Photoshop video to be shocking.  It’s truly sad that this is STILL societies views on ‘true beauty’. 

Erica Goldfarb – Quiz #2

Posted: October 31, 2013 in Uncategorized

I finally took a break from my studies and headed to Conestoga mall for some retail therapy. Even though I went to the mall to buy Halloween accessories, I found myself walking into normal clothing stores to look at the latest fall fashions. Even though I had no intention of buying anything, I realized I was engaging in what Fiske calls “proletarian shopping”. Upon walking into the apple store it was evident that Fiske’s belief that the shopping mall is like a cathedral was not far from reality. As always, the store was packed and people were worshiping the products by checking out the new iPhone 5s. The way the people were worshiping the goods also reminded me of our previous discussion of consumer fetishism. Again the Apple store was a prime example of Fiske’s “proletarian shopping”.  It was quite obvious that many of the people in the Apple store had no intention in investing in an expensive apple product, most people were just window shopping.  Like other people have mentioned in prior posts, it seemed like it was more women in the actual stores and more men sitting on the benches in the mall aisles or in a chair in the actual store. Another thing I noticed was that there were very few men shopping alone, however it seemed like there were numerous women shopping all by themselves. This observation proves Fiske’s idea that the shopping mall is a space controlled and dominated by women.

Sean McAlary – Quiz #2

Posted: October 31, 2013 in Uncategorized

Today I went shopping with one of my girlfriends, and looked for differences in the way we shopped. While I was there, I had one goal: to get a sweater from H&M. We went to H&M, I got the sweater I was looking for, and that was it. My friend on the other hand was a different story. While her purpose was to just buy a pair of boots, we stopped by nearly every window on the way, picked up a bag from H&M, and while buying her boots was so into the shopping experience she was actually offered a job.

This made me realize men and women shopping habits are usually but obviously not always) completely different. “…shopping malls are a visual feast, a plethora of potential meanings, palaces of pleasures offered particularly to women (Fiske et al. 1987). While I was shopping, the only stores that ever catch my eye at Conestoga mall are boathouse, Sportschek, and sometimes EB Games. There’s not much for me to see in the windows of other stores, since most of these shops are geared towards the consumption of women. Even though a store has both male and female clothing the women’s clothing is predominantly in the windows. This kind of relates to Fiske’s other theory of “consuming women” , stating how it seems as though a women’s success in shopping becomes as much of a source of power as a mans success in sport, war, or business (Fiske 310). Shopping is a role women have adopted over the years as caregivers for the family. Therefore they’re just for the most part naturally more eager to shop than men, and thus advertisers market more towards women. Male and female shopping habits are different because advertising has pushed us to be like that.

This is a pretty funny ad I stumbled upon, a spiced up version of the age-old safety procedure spiel played at the beginning of every flight. It reminded me of the Documentary we watched in class a few weeks back that took a positive view on advertising and took a look at Virgin Airlines marketing strategies to set themselves apart from competitors in terms of their bright colored planes and beautiful stewardesses.

Jessica Chen – Quiz 2

Posted: October 31, 2013 in Uncategorized

This past weekend, I stopped by to Yorkdale Shopping Centre, with the intention to purchase a brand new purse. I stopped by a lot of the designer stores in the mall, like Holt Renfrew and Burberry, but also did walk into some other stores to browse around, such as Softmoc and H&M. After my purchase, I continued to walk through the rest of the mall. I looked most of the window displays, imaging how each item would look on myself. Even though I didn’t actually go into the store and look at the product, I still enjoyed looking at the display and just looking at the item. I was taking part of what Fiske called “proletarian shopping,” or what we call it as “window shopping.” I was simply gawking at every window I pass by and admiring of what Fiske calls, a “…visual feast” (Fiske 322) that each store was providing.

After a busy week of midterms and assignments, I was very excited to go to the mall to get my halloween costume. Having had a particularly stressful week, I found myself going into a store with the intent of buying one thing, but ended up coming out with multiple items (and an increasingly large visa bill!). This made me think about Fiske’s discussion of the mall as a sense of freedom. I am someone who definitely is a victim of ‘shopping therapy’ and will often go to the mall when I am down or stressed because it is a means of escapism. This is exactly what Fiske was talking about- when he discussed the way women shop. I would argue like Bowlby and Fiske that this is not necessarily something males do. Fiske also discussed how shopping can be seen for some as a sign of having control. I also agree with this sentiment. While I may not have full control over how I do on a midterm or an essay, I do have control over what I choose to buy at the mall. While these ‘escapism’ and ‘control’ notions may seem a little paradoxical, I definitely am able to see how they work in my own life.

Alicia McCarron- Retail Therapy

Posted: October 30, 2013 in Uncategorized

The first thing that came to mind after reading Fiske and Twitchell’s chapters was the idea of retail therapy. Twitchell discusses that we as a society love ‘things’. That ‘things’ make us happy. The more and more I thought about this idea, the more I realized how right this is. I needed to go to the mall to browse for idea’s for a Halloween costume. As brought up by Fiske, I wanted to do a little ‘window shopping’. But after a stressful weekend filled with assignments and library visits, I caught myself saying to my roommates that I “needed to go shopping.” By no means did I “need” to shop for anything, but for some reason I felt that going to the mall would be way to relief some stress…and I was right. I shopped and shopped and shopped, completely forgetting about the assignment, and actually the sole purpose of why I was even there. The bracelets, scarves, and sweaters that I purchased had absolutely nothing to do with what I wanted to be for Halloween. When I got home from the mall I saw my textbook on my desk which reminded me of this assignment. I then realized that I was being the person that Twitchell was describing, and I was completely okay with that. As brought up by multiple people in our class discussion Monday, I had absolutely no problem falling into the trap that is going to the mall. Coming home with bags of new ‘things’ brought happiness to my stressful weekend, and I am completely okay with that.