A Cultural Study of Gendered Onscreen
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VEG-GENDERED: A CULTURAL STUDY OF GENDERED ONSCREEN REPRESENTATIONS OF FOOD AND THEIR IMPLICATIONS FOR VEGANISM by Paulina Aguilera A Thesis Submitted to the Faculty of The Dorothy F. Schmidt College of Arts & Letters In Partial Fulfillment of the Requirements for the Degree of Master of Arts Florida Atlantic University Boca Raton, FL August 2014 Copyright by Paulina Aguilera, 2014 11 VEG-GENDERED: A STUDY OF GENDERED ONSCREEN REPRESENTATIONS OF FOOD AND THEIR IMPLICATIONS FOR VEGANISM by Paulina Aguilera This thesis was prepared under the direction of the candidate's thesis advisor, Dr. Christine Scodari, School of Communication and Multimedia Studies, and has been approved by the members of her supervisory committee. It was submitted to the faculty of The Dorothy F. Schmidt College of Arts and Letters and was accepted in partial fulfillment of the requirements for the degree of Master of Arts. SUPERVISORY COMMITTEE: ~t~;,~ obe, Ph.D. David C. Williams, Ph.D. Interim Director, School of Communication and Multimedia Studies Heather Coltman, DMA Dean, ;~~of;candLetters 0'7/0 /:fdf4 8 ~T.Fioyd, Ed.D~ -D-at_e _ _,__ ______ Interim Dean, Graduate College 111 ACKNOWLEDGEMENTS The author wishes to acknowledge Dr. Christi ne Scodari for her incredible guidance and immeasurable patience during the research and writing of this thesis. Acknowledgements are also in order to the participating committee members, Dr. Chris Robe and Dr. Fred Fejes, who provided further feedback and direction. Lastly, a special acknowledgement to Chandra Holst-Maldonado is necessary for her being an amazing source of moral support throughout the thesis process. l V ABSTRACT Author: Paulina Aguilera Title: Veg-gendered: A Study ofGendered Onscreen Representations of food and their Im plications for Veganism Institution: Florida Atlantic University Thesis Advisor: Dr. Christine Scodari Degree: Master of Arts Year: 2014 This thesis is an exploration of popular media texts that influence veganism, with either explicit representations or implicit messages that implicate vegans. Research focuses on the question: Ilow does the gcndering of food in popular media texts implicate veganism? Theories used include a combination of cultural, film, and feminist studies, including Stuatt HaWs audience reception, Laura Mulvey's male gaze, R.W. Conne!Ps hegemonic masculinity, Carol Adams' feminist-vegetarian critical theory, and Rebecca Swenson's critical television studies. A print a.nd television advertisement analysis demonstrates the gendering of food, and subject-object relationship of meat, women, and men. A film analysis of texts with vegan characters and horror film texts with implicit vegan and feminist messaging follows, thus revealing interesting trends and developments in the characterization of v vegans on fi lms, and hidden messages in the horror fi lms studied. Lastly, an examination of competitive and instructional cooking shows ends the analysis, with interesting challenges to hegemony present in these television texts. The thesis concludes with examples of modem media feminizing veganism through food associations, the problematic imagery of women and meat as fetishized objects, along with challenges to hegemony that exist in some explicitly vegan texts. V I DEDICATION Without my family’s continuing support during the research and writing process of my thesis, this manuscript would still be an idea that never came to fruition. I dedicate this work to the persistent questioning of Hugo Aguilera, Teresa Barraza, and Javiera Aguilera, whose inquisitiveness kept me going even when I was ready to give up. I also dedicate this to my at-home supervisor and incredibly sharp husband, Chris Miranda. His willingness to push me into my “cave” to finish this manuscript is what got me through to the end. I am happy to say that I can finally fire him from his supervisory duties. Lastly, I dedicate this work to my inspiring aunt, Eva Barraza, a fellow animal lover and health nut who believed in my ability to make even my wildest dreams come true. VEG-GENDERED: A STUDY OF GENDERED ONSCREEN REPRESENTATIONS OF FOOD AND THEIR IMPLICATIONS FOR VEGANISM FIGURES ........................................................................................................................... xi CHAPTER ONE: INTRODUCTION ................................................................................. 1 I. Introduction ................................................................................................. 1 II. Vegetarian vs. Vegan: A Look at Language ................................................ 2 III. Statistics and Modern Use of the Term “Vegetarian” ................................ 3 IV. Vegetarian & Vegan Schools of Thought .................................................... 4 V. Issues to be Addressed ................................................................................ 6 VI. Literature Review ........................................................................................ 7 A. Theoretical Sources .................................................................................. 7 1. Cultural Theory ..................................................................................... 7 2. Feminist-Vegetarian Critical Theory .................................................... 8 3. Feminist Film Theory .......................................................................... 12 B. Food & Culture ........................................................................................ 13 VII. Research Procedures & Methodology ..................................................... 18 A. Advertisements....................................................................................... 18 B. Film ........................................................................................................ 19 C. Television ............................................................................................... 21 VIII. Forthcoming Chapters ............................................................................. 22 viii CHAPTER TWO: ANALYSIS ........................................................................................ 23 I. Advertisements ......................................................................................... 24 II. Film Analysis ............................................................................................ 39 A. Vegan Characters in Film ...................................................................... 40 1. Year of the Dog (2007) ....................................................................... 40 2. Seven Pounds (2008)........................................................................... 47 3. Scott Pilgrim Versus the World (2010) ............................................... 50 B. Horror Films ........................................................................................... 53 1. The Texas Chainsaw Massacre (1974) ............................................... 54 2. Texas Chainsaw (2013)....................................................................... 63 III. Television Analysis .................................................................................. 67 A. Competitive Cooking Shows ................................................................. 67 B. Instructional Cooking Shows ................................................................. 77 CHAPTER THREE: CONCLUSIONS & FURTHER RESEARCH ............................... 86 I. Conclusions on Advertisements ................................................................ 86 II. Conclusions on Film ................................................................................. 89 III. Conclusions on Television ........................................................................ 91 IV. Implications of This Study........................................................................ 94 V. Further Research ....................................................................................... 97 A. Documentary Film ................................................................................. 97 B. Anarchism & Veganism ......................................................................... 98 C. Intersections of Veganism, Race & Sexuality ...................................... 100 D. Other Televised Competitive Uses of Animal Products ...................... 102 ix WORKS CITED ............................................................................................................. 103 x FIGURES Figure 1: Gendering vegetables and eating salad as feminine (2007) .................................... 24 Figure 2: Gendering meat and cooking meat as masculine (2007) ......................................... 25 Figure 3: BK Super Seven Incher campaign (2009) ................................................................... 26 Figure 4: A scantily clad Paris Hilton in front of a Bentley (2005). ..................................... 30 Figure 5: Arby’s ad, Sports Illustrated (2009) .............................................................................. 32 Figure 6: “I’d Rather Go Naked (2003) .......................................................................................... 36 Figure 7: “All Animals Have the Same Parts” (2010) ................................................................ 36 Figure 8: PETA’s Lettuce Ladies (2013)........................................................................................ 36 x i CHAPTER ONE: INTRODUCTION “As long as man continues to be