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Competition
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 < Background:
As Naomi Wolf explains, “women are trained to be competitors against
all others for ‘beauty’” (1991:76). In the cases of beauty, finding men
and life in general, women are taught to be competitors. As bell hooks
would suggest, women are encouraged to take on the modes of domination and
patriarchy in society. Like men in society, women are told to compete for
the things that are purported to be important to them—men, objects of
material culture, etc. The
Ads: The ads depicting women against women (1, 6, 8, 11) play
on the common patriarchal theme of competition. We note this outside of
advertising as well. It is interesting to note that ad 3 takes the theme
to children, suggesting that we socialize our children to be competitive.
Image 6 illustrates how basic consumer culture is. I have included it as
the archead as it is an image that could be iconic for consumer culture. Resources:
I found this article
by Alfie Kohn called "The Case Against Competition."
Questions: (1) Why is competition such a cherished
resource in consumer society? (2) How is competition manifested in these
ads? Are there particular themes that seem identifiable? (3) What can
citizens of a consumer society do to instill new values that promote
cooperation, not competition? >
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<presented by Scott A.
Lukas, Ph.D.>
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