It seems that we
always want complete control over ourselves. Free to make choices
from outside influences and having the freedom to form ourselves as
we see fit. The more control we have, the more powerful we all feel
as individuals. How do we seek control? It can be attained in many
different avenues, what we wear, what we eat, and how we exercise are
only a few simple examples. It does in fact seem that we base much of
our individual control around how we treat, and present our bodies.
After all, if we don't have control bodies, how can we begin to
control anything else? Well, according to Susan Bordo, in her article
“Never Just Pictures: Bodies and Fantasies”, we may not have as
much control over ourselves and our bodies as we may like to think.
In truth, our decisions, conscious or subconscious, are strongly
influenced by the world around us. In today's modern era, modern
media is constantly bombarding our psyche. These advertisements have
a direct relationship on our body image and yields a strong
relationship the image of a thin body and self control.
There is most
certainly an ideal in body image in advertising. To such an effect
that Bordo describes as a “normalizing” factor. This is best
illustrated in how ads continually present the most ideal form for
both men and women. These images become so imprinted, abundant, and
universal that it effects people across the entire diversity scope.
This idealistic image is perpetually focused around the thought of
incredibly thin and gaunt models for advertising including, but not
limited to clothing, make-up, perfume, and sports ads. In turn, to
further reinforce this image, fat stands as the polarizing opposite
to this ideal. An entity unwanted and even claimed to be evil. Fat
represents failure where protruding bones emphasize success and
control over ones self. This too is reinforced by media and
commercials. This shift in bodily ideal can most likely be claimed to
have started in the mid 1990's. When during the 1996 Summer Olympic
games “..were reported with unprecedented focus and hype on the
fat-free beauty and muscular bodies...” (Bordo 137). Naturally,
people react to these impulses. Society seems to have a tendency to
idolize and look up to the images of media. People wish to recreate
these images onto themselves and show that they are indeed in control
of their bodies and not fat, a sign of inherent failure.
Such a mentality
is volatile and will almost certainly lead to truly unhealthy
actions. This is most commonly manifested as eating disorders.
According to these body images, the more thin we become, we in turn
feel more in control with ourselves. Bordo illustrates how this is
caused in our society. Western culture exists in a paradox and
according to Bordo, “The emergences of eating disorders is a
complex, multi-layered cultural 'symptom'.” What Bordo means by
this is that we live under many social pressures that almost
seemingly forces us to eat less, or at the very least take notice or
concern to our own personal body in regards to fat. The forces reside
as the idealization of certain body forms that “...perpetuates our
anxieties and insecurities.” but at the same time, these images
symbolize “fantasized solutions to these anxieties...” (Bordo
138) In essence, these body images feed into our very desire for self
control. They are presented in such a manner that the only way to
attain the image of control inevitably falls into an out of control
spiral manifested as an eating disorder.