Glorification of eating disorders — and the bodies that result from them — in the media is nothing new. But what’s surprising (to me, at least) is the extent to which disordered attitudes toward food and eating in young women are increasingly portrayed as “normal”. Fighting with or hating your body, agonizing over every calorie: these seem to be morphing into standard gender stereotypes, rather than signs of illness. Don’t all young women do this? Isn’t it “perfectly normal”?
As an example, the good people at Yoplait apparently felt that these attitudes were innocuous enough to be a good way of selling yogurt. They recently debuted this commercial, which has since been pulled after numerous complaints (WARNING: the material in this commercial may be triggering for those with eating disorders — watch with caution; ANOTHER WARNING: many of the comments on this video are offensive, and may be hurtful — read with caution)
The Huffington Post has more on the controversy surrounding this commercial here.