Many have heard of the 2006 Canadian Dove “Evolution” campaign where the viewer gets to see up close and personal the evolution of a female (through physical and digital enhancement) into what the public sees as a model. If you have not seen this “behind the scenes” approach to media literacy and gendered images, watch it below:
Now look at the social commentary that a group of high school students have layered upon this original. The use of parody—in this case to comment on our distorted and highly manufactured concept of beauty—is a powerful tool for young people to push back those stereotypes that otherwise might be oppressive. Let’s not forget that standards for male beauty are also manufactured. Watch this piece of comic relief as it parodies the original commercial:
Knuckle bump to Canadians (and Australians, and Brits) for their decades of pro-media literacy efforts. The United States lags way behind in media literacy education efforts. How ironic for such a culture that is saturated in capitalism.