CMNS 323W Lecture Notes - Lecture 7: Under Armour, Lululemon Athletica, Media Culture
9 Mar 2018
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Document Summary
Lululemon ads suggest this: entrepreneurialism in business and selfhood, competition, pushes towards something, under armour has glimpses of this (rejected athletes instead of star athletes like. Nike does: consumption, not about brand anymore, rather than the consumer. Fitness inscribes body in discourse: locates body in social. Invests body with a symbolic; makes body symbolic: fashion does same thing. Makes the body culturally visible and readable and understandable. Makes bodily functions discursive; fixes sexual identity and gender identity. If one has time and resources to stay fit, they are of a higher class. Body is part of how they are expressed (fatter = low class, thinner = high class: fitness makes bodily function discursive and readable; inscribes body in gender and class. Ideals of natural male or natural females are reflected through ads. Process of socialization takes place at the body; text could not just resist the status quo: might subvert fashion or gender norms.
